MUMBAI: Zee Entertainment Enterprises Ltd (Zeel) is rejigging its ad sales structure to take care of its wide network of channels as it presses for sustainable growth amid a modest economic rebound.
As part of the restructuring exercise, Zeel will have a sales structure that will divide along ‘network‘ and ‘non-network‘ handling of its pool of advertisers. The changes will be effective 2 March.
"The two heads will be competing for the inventory and properties. This restructuring will be in sync with our corporate focus of reigning over single-channel networks. We want preferred treatment for our basket of channels and it will be a win-win situation for us as well as our advertisers," Zeel chief revenue officer Joy Chakraborthy tells Indiantelevision.com.
The ‘network‘ approach will spread across Zeel‘s 40 clients that account for 40 per cent of the broadcasting company‘s revenues. The roster excludes some of the top advertisers like Hindustan Unilever LTd (HUL) and is selected not as per value.
The team of 30, nursing the 40 clients, will be headed by Jitesh Rajdeo. "The 40 clients are randomly picked and are not necessarily our top 40 advertisers. The hybrid structure will enable Zeel to not only ensure channel focus but also facilitate key account management as well as provide the flexibility to leverage the network strength," says Chakraborthy.
The ‘non-network‘ ad sales activity will reach out to over 300 clients and be handled by a frontline battery of 200 people. "The restructuring will promote competition, push higher ad rates and help us control markets," avers Chakraborthy.
Zeel‘s sports business will fall under Rahul Shaw. He will also have to manage the ad sales of Zee Café and Zee Studio. Zee Sports will be kept out of the network selling.
"All the big properties will be handled by Rajdeo and Shaw to ensure maximum revenue exploitation," says Chakraborthy.
For non-network selling, Priyanka Datta will have under her belt Zee TV, Zee Bangla, Akash Bangla, Zee Smile and ETC Punjabi. Ashish Sehgal gets Zee Cinema, Zee Premiere, Zee Action, Zee Classic, Zee Talkies, Zee Marathi, Zee Telugu, Zee Kannada, Zee Jagran and Zee Salaam. ETC, Zing and Trendz will be with Anurag Bedi.
"The new hybrid structure will also create specialised competencies; facilitate knowledge-based solution selling leading to better positioning of the sales team; provide better service to clients; synergise inter-channel sales efforts; and will help the company to get under the skin of the client‘s business thereby enhancing our UFP (unique feeling proposition) and in turn result in inorganic growth," Chakraborthy says.
