Zee Music set to sing different tune

NEW DELHI/MUMBAI: Having revamped itself earlier with not much success, Zee Music, thus far Zee's sickly baby, is having another go at being recognized as the numero uno. And, this time with a gusto.

The programming has been revamped, a marketing and advertising blitz planned, and the turntable is ready to play the music of success. So much so that the channel has also lined up for the first time, it claims so, a truly live music show, the duration of which would be ramped up in the coming months.

Zee Music head programming & brand Niyati Shah chilling out

" We are all set to launch a true and live interactive music show that would be the first of its kind as others (read MTV and Channel V) only show recorded shows," Niyati Shah, the programming and brand head of Zee Music, told in Delhi on Thursday on the sidelines of a rocking party held here to announce the new-look Zee Music.

Zee Music feels that this would be the Viagra that would propel it to the No. 1 slot because despite an infusion of vitamins by way of a revamp in late August last year, the channel had refused to gain much weight in the music channel genre, recording a very slight growth and patchy ratings. 

By end-February, a Noida studio, on the outskirts of Delhi, will start beaming live music shows, getting popular artistes like Shaan and Sonu Nigam into the studios and playing songs on request from viewers, making it the first music channel in India to do live shows. (All other phone in shows on channels like MTV and [V] are pre-recorded; even though they are made to appear as live shows.)

Niyati Shah with Zee Music Veejays

Even new veejays have been lined up for a channel that has witnessed some distribution problems. The new kids who join the gang at Zee Music include Roob, Parimal, and Manish from Delhi and Vishal, Karan and Adita from Mumbai. The new shows to hit the air include Please toh play (the one-hour live show in the evening), Signs, Item Bomb and Imported.

According to Shah, though a major portion of the airtime would be taken up by the Hindi film music and Indipop, about 10 per cent would comprise of international music. "Our effort would be to ramp up the live shows to at least three-four hours a day soon," she adds.

The end-February splash will have a lavish promotional blitz spun around it, signs of which are already apparent in some media. Hoarding proclaiming that Zee Music is the 'Sound of Music' would start appearing in cities, but a bigger splash across media is expected.

For a change, Zee seems to be a bit serious about the music channel. According to Shah, close to Rs. 10.5 million would be spent on the media blitz for a month, which would cover outdoors, the electronic medium and the radio.

Moreover, since Zee Music is positioning itself as the total music channel, in contrast to competition that is either a "youth channel or an imitation", Shah feels that an aggressive strategy is bound to spell success. " At the moment, we have about 15 brands on the channel and in an year's time we should be able to have all the major ones, including those belonging to Hindustan Levers (the biggest media spender)," she adds.

Niyati Shah in the Party

Shah points bout that Zee Music has an advantage over other music channels because of the vast library of films that it can draw upon and feels that in an year's time the channel would be not only making music, but also revenue. Other music channels, points out Shah, have to depend on promos, unlike Zee Music that can play full songs too.

According to industry estimates, MTV corners 25 per cent of the market share in the music channel genre, while Channel V and Zee Music have been fighting for the second place with share ranging between 20-22 per cent.

Considering Zee channels have shown promise, but failed to deliver the desired results, it remains to be seen whether the second revamp of Zee Music --- fighting a now-improving distribution set up and penetration --- be the real; song of love and revenue.

Latest Reads
Arnab Goswami to lead IPL finale debate on Star Sports

MUMBAI: Prior to the IPL finale, viewers will witness an interesting debate led by Republic World co-founder, MD and editor-in-chief and TV most prolific face Arnab Goswami. The theme of the debate is who will win the world’s toughest finals? The show will see cricket experts led by team Dean...

Television TV Channels Sports
MNX launches Super League chatbot

No one can ignore India’s crazy love for cricket, including English movie channels. MNX, the new age Hollywood channel for young India launched the very innovative MNX Super League chatbot, an interactive avatar of its TV show ‘MNX Super League’ on Facebook.

Television TV Channels English Entertainment
Porus reaches 10 Asian countries

MUMBAI: Porus is travelling internationally. The mythological show being aired on Sony Entertainment Television has made its entry in Malaysia, Vietnam, Cambodia, Brunei, Laos and Myanmar through JKN Global Media and in Indonesia with Soraya Intercine Films. Porus is now being watched in 10 Asian...

Television TV Channels GECs
India News Manch - Modi Sarkar Kitni Asardaar? India News Conclave to Analyze Modi Government’s Four Years in Power

India News, known for its direct and unbiased brand of journalism, is all set to host a special conclave Manch – Modi Sarkar, Kitni Asardaar? (How Effective Has the Modi Government Been?) in New Delhi on Friday, May 25, 2018. The day-long event will present a comprehensive overview of the BJP...

Television TV Channels News Broadcasting
How relevant is the age old Lakshman Rekha in today’s times; questions &TV with Mitegi Lakshman Rekha!

Ravan’s abduction of Sita highlighted the consequences of crossing the ‘Lakshman Rekha’ for generations. However, with the talks of gender equality, women’s liberation and financial independence, amongst others, being the topic of global discussion, how relevant is this ‘Lakshman Rekha’ in today’s...

Television TV Channels GECs
Zee Anmol most watched channel across genres

BENGALURU: Zee Entertainment Enterprises Ltd (Zeel) free to air (FTA) Hindi GEC Zee Anmol has reached the realm that has been normally occupied by the Sun TV Network’s flagship Tamil GEC Sun TV or by one of the Hindi channels that has been airing the Indian Premier League. What is remarkable is...

Television TV Channels Viewership
Star India mulls adding VR to PKL 6

MUMBAI: Star India is taking the Indian Premier League (IPL) experience to other sports. After a phenomenal reception for using virtual reality (VR) in IPL 2018, it is diversifying into Pro Kabaddi League (PKL) season six.

Television TV Channels Sports
BTVI to leverage digital mediums for growth

MUMBAI: English business news channel BTVI is completing two years in August this year. The company was transformed from Bloomberg TV India after Bloomberg decided not to renew its deal with Business Broadcast News. BTVI got its COO Megha Tata in 2016 at the same time it got its new name. 

Television TV Channels News Broadcasting
Zee TV the leader amongst GECs

As per the recently released BARC HSM weekly data (Urban + Rural) for week 20 ’18, Zee TV has claimed the top position in Hindi GEC space with 316640 impressions in HSM and 199155 impressions in urban markets and saw a robust growth across its primetime fiction shows. The channel continued to be a...

Television TV Channels GECs

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories