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Zee English, which launched in March 2000, has become a favourite
of the young audience, the company claimed, saying that the gap
between the competition would soon be bridged.
Ashwini Yardi, business head, Zee English and Zee MGM, told indiantelevision.com,
"We have received a very positive response from corporates and are
sure that the our two main properties will excite our viewers."
Yardi further added, "We have been constantly innovating on the
marketing front and the encouraging response from the market and
advertisers has definitely motivated us in creating creative content
for our sponsors."
She pointed out that some other big clients on Zee MGM and Zee
English were ICICI Prudential, Kellogs , Hutchison, Asian Paints,
Cadbury's, Killer jeans, Fiat, Kinetic , ICICI Bank, Phillips, MTV
and BPCL.
The two properties that are attracting the clients are the news
season of Friends on Zee English and the ongoing Bond movie special
on Zee MGM.
According to Yardi, especially for the James Bond fest the response
was "humungous".
From the clients mentioned above, 90 per cent of the corporates
have taken airtime on both the properties. The marketing spends
on Zee MGM and English, for these two properties, has been between
the range of 50 to 60 per cent.
With the festive season on, Zee English has recently launched the
Friends Season 9. Some of the widely viewed properties on
the channel include Full House, Benny Hill, Three's Company,
The Fresh Prince of Bel Air, Seinfeld, Black Scorpion, La Femme
Nikita, The Sopranos, ER and The West Wing.
Though the company did not spell out the exact figures, Yardi did
admit that Zee English has garnered a sizeable market share of the
English viewing and speaking audience.
On the movie front, Zee MGM, launched in March 2000, may not be
an HBO, but has admittedly gained from showcasing some good movies
from Hollywood, India and even Bangladesh in recent times.
The on-air James Bond Spy fest includes movies like Dr No, Diamonds
are Forever, The Spy Who Loved Me and Octopussy.
The channel caters primarily to the SEC AB, 15-34 years audience
whose propensity to spend is high.
Zee MGM has access to more than 4,000 film titles of MGM. The channel
seeks to air prime time movies in fixed theme slots such as Romantic
Mondays, Thrilling Thursdays, Man Fridays, Movie Marathon on
Saturdays and movie festivals on Tuesdays and Wednesdays.
As part of a recent initiative, the channel has broadcast movies
that have had an excellent star cast but had not seen theatrical
release in India --- movies like If Only, The Martins, Greenwich
Mean Time and An Ideal Husband.
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