Television

Zindagi: A lesson in the art of selling

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/tv-images/2014/07/04/zee.jpg?itok=YkFZ2Y1I

MUMBAI: “Selling is an Art. It is a complex, challenging, and for many, a very rewarding profession. Just like an artist, becoming an accomplished sales professional also takes time and experience. It is no different from any other profession. Yes, I am essentially saying that we are artists in our own right,” says the author of ‘Everyone's in Sales’, Todd Cohen.

And Zeel chief sales officer Ashish Sehgal is a master artist. He not only successfully sold the never-before-seen content to his clients, but sold it at a premium rate!

Zee Entertainment with its latest offering, Zindagi, carries forward its new philosophy 'Vasudhaiva Kutumbakam - The World is my family'. The channel, launched on 23 June, brings international content especially Pakistani shows to India.

To get advertisers on board, the channel and its chief sales head invited all stakeholders for a screening of the shows.

The process started by April end when the 100 plus stakeholders were shown the content which was to be aired on the channel for the next four months or so. Mumbai, Delhi and Bengaluru were the cities chosen for the road shows. “Without sounding boastful, the merit of the content made the task easy for us. The community liked what they were watching and hence, got hooked on to it,” says Sehgal.

The man and his team had no pre-set list of clients they wanted to approach. What they did was, called upon everyone to watch the content and then left it on them to come on board or not. Personal invitations were sent to the client base which suited the channels’ ‘premium’ content, giving them a new ‘premium mass’ category to advertise on.

What makes Zindagi a premium? With ‘Jodey Dilon Ko’ tagline, the channel aims to showcase real, friendly, vibrant and premium stories to engage and interact with its audience through diverse shows written by award-winning novelists and literary stalwarts. Scripted to be finite plots, these stories are first polished and then shot, unlike the Indian daily soap dramas that drag on forever. Each series, of an average of 20-25 episodes, are also shot in real life locations across the world, as opposed to closed studio sets.

Brands that wish to target the segment have the opportunity now to reach out to their core target group as no other GEC currently caters to the progressive mind-sets.

The channel not only searched for the right content which Zeel’s MD Punit Goenka felt would click with the audience, but also conducted in-depth research across cities in India to understand the consumer extensive demographic profiling for advertisers. All this, to give advertisers an opportunity to increase customer engagement.

The three main sponsors on board – Fogg, AskMe and Fortune (Edible oils and foods)  – have signed partnership packages which allow a brand to sign a deal for 45 days. The channel didn’t want to sell inventories the regular way and thus came up with special packages for advertisers. “This helps brands as well because they get the mileage they want from us,” highlights Sehgal while elaborating that the launch of the marketing campaign highlighted the names of the sponsors as well.

Apart from that, the channel also had other packages for spot buys which will help brands to exploit the curiosity generated. The idea here was to allow a brand to showcase its advertisement anytime and between any shows.

Post the 45-day period, once the ratings are clear, the partnership pattern will change. “We are working on innovative packages for our clients and will soon announce them,” adds Sehgal without revealing much.

However, according to various planners the channel which got the main three sponsors for 4 to 5 crore each, will sell its inventory at the rates charged by non-fictional shows on other GECs.

 “The packaging, content, fresh faces have all worked well for the new channel. Even the publicity and noise level it has created is ever-increasing. So, if they charge premium rates they are signaling the industry that it is premium and worth it,” says a planner while adding, “However, one will have to wait for the ratings and advertisers depend on it. If the ratings don’t show the problems will start. Let's wait and watch...”

The channel, however, is optimistic about its future and believes that the clients too will continue to come on board.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/07/28/discovery.jpg?itok=66ctEOxV
Discovery partners WWF for tiger conservation-related content, celebs & brands on board

Discovery Communications has announced new content and partnerships with leading celebrity and consumer brand partners who will join Discovery to ignite awareness and help promote the global movement to save tigers from extinction.

Television TV Channels Factual & Documentary
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/07/28/dastaan.jpg?itok=wuJSU9Dt
Dharmendra releases Shemaroo's 'Dastaan-E-Rafi' docu DVD

Shemaroo Entertainment has released Dastaan-E-Rafi, an award winning documentary film based on Mohd. Rafi’s life on DVD to mark his 37th death anniversary. It was launched by the legendary actor Dharmendra who is a self-confessed fan of Mohd. Rafi and for whom Rafi sang several popular songs.

Television TV Channels Music and Youth
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/07/28/barc.jpg?itok=QLy1BBgB
BARC India now a case study on TV audience data at IIM Calcutta

India’s one of the premier management institute IIM Calcutta has developed a a case study on the TV viewership system in India. The case study traces the history of Television Viewership Measurement, leading up to the setting up of Broadcast Audience Research Council (BARC) India.

Television TV Channels Viewership
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/07/28/K_Govindraj_2.jpg?itok=5-h0pTyH
Ministry recognises basketball body BFI as national federation

MUMBAI: The ministry of youth affairs & sports (MYAS), in a much-awaited decision, formally granted recognition to the Basketball Federation of India (BFI) as a National Sports Federation (NSF). This recognition has been granted as the BFI has fulfilled all the conditions laid down by the...

Television TV Channels Sports
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/07/28/DD.jpg?itok=WomAu-Ou
No anomaly in DD news correspondents' designations, says Irani

NEW DELHI: The Government has said that there is no anomaly in the designations of news correspondents in Doordarshan. Information and broadcasting minister Smriti Zubin Irani has told the Parliament that the recruitment rules of 24 March 2014 had said that the posts in the TV news correspondents...

Television TV Channels Terrestrial
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/07/28/1111_0.jpg?itok=OkFIiEuf
Women empowerment: One-minute DD film contest to mark I-Day

NEW DELHI: Even as Doordarshan is holding a competition of short films to mark seventy years of independence, the Channai-based Human Rights Advocacy and Research Foundation [HRF] has invited entries for one-minute films for a Festival to be held next month. The “Freedom.Film.Festival” (competitive...

Television TV Channels Terrestrial
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/07/28/AXN.jpg?itok=Uij40v5H
AXN invites entries to Taveloka 'Asia's Got Talent'

MUMBAI: Traveloka has emerged as the main sponsor for Asia’s Got Talent. The partnership underlines Traveloka’s purpose of supporting dreams across Asia -- it will be sponsoring the grand prize of USD $100,000. Traveloka will also be presenting the Traveloka Awards – an award for the winner with...

Television TV Shows Reality
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/07/28/Ajay%20Singh.jpg?itok=vgeS5qq0
Indian Boxing Federation invites bids for pro league

MUMBAI: Now it’s the turn of the pugilists to get their own league. The Indian Boxing Federation (IBF) is seeking to license the Indian Boxing League to agencies or organisations. It has invited companies to bid for the licence through a tender notice issued today.

Television TV Channels Sports
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/07/28/pranay.jpg?itok=InUremhj
NDTV issues statement on tax demand of Rs 4.3 bn

MUMBAI: NDTV has issued a statement on the immediate tax demand of Rs 4.3 billion. It stated on its web site: "The attempt to intimidate and paralyze NDTV has expanded to epic proportions in the last 24 hours. There are new attacks from the CBI and the Enforcement Directorate. In short, there is a...

Television TV Channels News Broadcasting

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories