| Close on the heels of other channels and
networks unveiling their rate cards, the Subhash Chandra-promoted
Zee Telefilms too, has introduced a comprehensive price manual in
an effort to provide greater value to advertisers.
The Zee price manual incorporates a comprehensive set of variables
which can be configured by media buyers and clients to optimize
return on spends. Zee has developed categories such as Tiara, Zee
Kohinoor, Kohinoor, Platinum, Gold and Silver in addition to types
such as Singles, Doubles, Bonanza, Bumper, Value and Steal. For
Zee Cinema, there are special property packages such as Grandeur,
Glamour, Gloss, Glitz.
The highest rate in the topmost slab Tiara is the rate of Rs 125,000
per 10 seconds in the Singles categories whereas the lowest rate
in bottom slab Silver is Rs 5000 per 10 seconds under the Steal
Optimum Media Solutions executive vice president Amit Ray says
that Zee has effectively reduced its peak rates from Rs 250,000
to Rs 125,000 (Tiara Singles category) and from Rs 60,000 to Rs
12,500 (Silver Singles category). "Zee's logic is to ensure
that existing advertisers stick with the channel. However, the existing
clients will benefit from this rate card in terms of the packages
and bonusing and they might not necessarily up their spends. The
new clients might come in but Zee might not necessarily benefit
and might not get the volumes it expects to get," adds Ray.
The price manual, which has independent matrices for each channel,
will be a rate offering by secondage, rate slabs, sponsorships,
programmes, bonus grids, special spend benefits, early bird offers,
exclusive Zee TV deal
incentives, position premiums and special packages.
Zee Telefilms will, henceforth, be marketing all FCT (free commercial
time) under the Zee Integrated Price Packages and all transactions
will use the variables presented.
"As a media house, we have been at the forefront of many media
changes and this is yet another. The era of showing clients deliveries
through notional discounts and projected percentage savings has
gone. The New Age intelligent buyer-planner wants to move beyond
the sabzi mandi approach of fighting for effective rates, to delivering
genuine value and through this flexible and
rationalised rate card, we are there to help him concentrate on
the right value adds / deliverables," a company spokesperson
Meant to be a handy kit for media buyers and media planners on
Zee, the manual addresses the key issue of a complete free-for-all
on rates that prevails in electronic media buying. The consequence
of anarchic rates has
been, for the media industry, financial indiscipline and the perception
of clients of better deals being on offer by the channel to other
By tabling all the variables in a manual, which can be accessed
by any media buyer or planner or client, the price manual seeks
to bring in transparency and rationalised rates. The price manual
will bring into focus
scientifically designed impact as against the current melee to arrive
at Effective Rates. The flexibility of options enables the media
buyer to work out what he wants while suiting his specific requirements.
Zee Telefilms believes that this will take planners out of the
"protracted negotiation loop. However, Optimum Media Solutions'
Ray says: "There is very little logic in reducing the peak
rates. In TV purchases, the lowest printed price card becomes the
starting point for negotiations. After all, it is a low demand,
high supply situation."
The Zee price packages will enable planners to work out meaningful
packages for clients since it presents the tools to pick and choose
what makes sense for the client. The manual has inbuilt flexibility
which enables the media buyer to scope out the entire offering options
and through appropriate combinations arrive at deals which are both
better than those of competition as well as all the options are
laid out upfront.
Several media planners and buyers, however, said they would have
to study the rate card carefully before commenting. One was quite
dismissive though, while posing the question: "Do rate cards