Television

Zee Media drives into Rajasthan

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2015/09/08/zee_0.jpg?itok=dZx_gMIh

MUMBAI: When Zee group chairman Subhash Chandra, launched India's first private Hindi general entertainment channel way back in the early nineties, he named it so because he wanted it to be the ultimate provider of entertainment to Indians the world over. Now the group is taking that vision a step further. 33 channels already under its belt and it is all set to add to that tally with a few new ones. Among the first of these is the regional offering: Zee Rajasthan Plus.

CEO Alok Agrawal says that with the new venture, Zee is attempting to portray Rajasthan's rich culture on the channel

The channel, which is under the umbrella of Zee Media Corporation Ltd (ZMCL), will have an equal balance of news and entertainment and is being bundled under something its CEO Alok Agrawal calls the "terrestrial entertainment network (TEN)."

"Agreed, that the investment needed for it is going to be more than that needed for a general news channel," says Agrawal. "But it's something we believe has a lot of potential." Sources indicate that the Zee Media management has kept aside about Rs 15-20 crore per annum for the channel.

Headquartered in Jaipur and headed by regional head Purushottam Vaishnav, it is targeting the Hindi speaking audiences in India with a programming mix in Hindi and Rajasthani dialects and is set for a launch on 31 July. With the slogan 'mera shaan mera abhimaan', the channel plans to integrate many genres in one channel with 'something for everyone.'

Its entertainment offering will have both fiction and non-fiction shows touching on a bit of travel, automobile, real estate, shopping, food, and investments. Its news programming slate will have both half hour shows and smaller news bulletins covering regional, national and international developments and will be fed by news bureaus and news representatives and crews in almost all major Rajasthani cities (even at the block level). Its existing infrastructure for the various Zee News channels will, of course, be of great help.

"Rajasthani people are very proud of their culture and we are going to reflect that in our channel," says Agrawal. Its target audience ranges from children to the elderly with specific shows for each during the day.

The weekend will have more feature shows and a lunch time movie will be telecast which is either set in the state or about the local people. Additionally, popular shows from the Zee group's catalogue are to be be telecast for a few weeks but in due course, original commissioned and localised programming, keeping the state's vibrant culture in mind, will be added to the FPC, reveals Agrawal.

A big bang marketing and promotional campaign has been planned post-launch. It includes promos on the Zee TV network channels, billboards, radio, print, online and below the line activities in Rajasthan. Agrawal proudly says that pre-teelcast more than 50 brands - both local and national - have signed on, taking advantage of the inaugural ad rates which are on for a limited time.

Zee Rajasthan Plus is being beamed off Asiasat 3S (105.5 degrees east) and will be available free during a six month preview period on both cable TV and satellite, following which the plan is to go pay, explains Agrawal."The idea is to initially focus its distribution push on Rajasthan, and then move into other states," he adds.

Of course, it will be running into head on competition with existing players like ETV Rajasthan, and Sahara Samay's regional news channel. But Agrawal believes that should not be a problem. "Our whole effort is to bring people from different walks of life, together, on the channel," says Agrawal. "And we have got our strategy right."

He and his team probably have, but it's now over to the viewers.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/21/emmys.jpg?itok=B0U8_0hd
RuPaul wins best reality host for fifth year in a row

RuPaul won for outstanding host for a reality or competition program at Creative Arts Emmys, breaking Jeff Probst's previous record for wins in the category with a fifth straight Emmy.

Television TV Shows Awards
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/21/pp.jpg?itok=x2CtUb65
Pradeep Dwivedi gives further insights into Eros-STX flagoff

The pragmatic and cheerful boss of Eros International’s (Eros STX Global corporation) Indian operation had come on board at a very crucial time. Within a few months after his joining in January 2020, the big merger of Eros International and US-based STX Entertainment was announced.

Television Production House Fiction
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/21/sapangeet_rajwant.jpg?itok=HzuDZIcF
Sapangeet Rajwant and the art of building Bigg Boss 14

Bigg Boss is all set to return to the television with its season 14 starting 3 October 2020. The show commands a massive loyal audience that loves to watch the participants locked in the house. Every year, when it launches on the Hindi general entertainment channel, Colors, there is a lot of...

Television TV Channels GECs
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/20/ipl2020800x800.jpg?itok=SbKGr139
Star Sports brings back the excitement in MI vs CSK IPL 2020 opener

MUMBAI: It promised a lot, and it did deliver. The Star Sports broadcast of the inaugural match of the IPL 2020 at the Sheikh Zayed stadium in Abu Dhabi between arch rivals Mumbai Indians (MI) and Chennai Super Kings (CSK) served all the dishes that make for a delightful platter. Thankfully, there...

Television TV Channels Sports
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/18/barc.jpg?itok=jp15Prj_
BARC Week 36: Vi displaces Dettol as top brand

NEW DELHI: The Broadcast Audience Research Council (BARC) of India has released its data for top advertisers and brands for the period between 5 August 2020 and 11 September 2020. The data reflects the top 10 advertisers and brands across genres on India television, 2+ Individuals, NCCS All...

Television TV Channels Viewership
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/18/swa.jpg?itok=kXmsEwz0
SWA announces nominees for feature films category of SWA Awards 2020

MUMBAI: Screenwriters Association (SWA), the indian guild of screenwriters and lyricists, announced today the nominees for the feature films category of swa awards 2020. A jury comprising of eminent screenwriters selected five feature films under each of the sub-categories: best story, best...

Television Production House Post Production
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/18/rain_0.jpg?itok=YRgfUDLc
Rainshine Entertainment and Five Fifty Five partner to produce stories

MUMBAI: Rainshine Entertainment and Five Fifty Five announce an exciting strategic joint venture, where the two companies will work together to develop, produce, and distribute extraordinary long and short-form film and TV formats, audio podcasts, and extended reality (XR) content for audiences...

Television Production House Post Production
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/18/star.jpg?itok=QPAHwK58
Bigg Boss Telugu Season 4 launch rating breaks all records, dethrones Season 3

According to BARC data for Week 36'20, Star Maa continues to dominate the Telugu GEC . Bigg Boss Telugu Season 4 launch got massive ratings. This is one of the most successful launch of the reality show. This Season started with a bang. Termed as one of the most successful launch , the launch...

Television TV Channels Viewership
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/18/bigboss2020800x800.jpg?itok=O4T27pw4
Bigg Boss 14: The brand countdown has begun

MUMBAI: A century. That’s what Viacom18 head of network sales Mahesh Shetty is hoping to hit with the fourteenth edition of celebrity reality show Bigg Boss. “It will be great if we manage to hit last year’s 100 advertiser landmark we did with the show,” says Shetty. Recently, the sales team once...

Television TV Channels Viewership

Sign up for our Newsletter

subscribe for latest stories

* indicates required