The innovative concept aims at targeting the small time entrepreneurs and retailers in each region by giving them a chance to advertise brands which need high local penetration and visibility.

By doing so, the Alpha channels, part of the Zee network, expect to expand their revenue stream by tapping the retail segment which they expect will contribute 50 per cent of the overall revenue of the channels.

The scheme, slated to be economical for advertisers, will offer anchor support to them and inform the viewers on the products, services, latest trends, various schemes and discounts offered, states a press release.

To maintain the right balance between advertising and informative programming content for its viewers the channel is appointing 'business partners' who will help the advertisers produce informative features on the industry at a nominal fee, the release adds.

"Today, with the introduction of Alpha Features, we are bridging the gap existing between an advertiser and viewer by offering them a mutually beneficial relationship. The initiative will also enable the advertising market to grow exponentially with the introduction of cost effective advertisements. We have advertisers like Runwal Builders, Chintamani Jewelers, Davars College, Raj Tours and Travels to name a few," says Alpha Channels Head Prashant Sanwal.

The channel has also introduced various on-ground value added incentives for advertisers and the audience such as free passes to the Alpha Gaurav Awards, the prestigious literary awards for Marathi films, music and theatre, if the customer buys products from an advertiser's establishment worth a particular amount.