Television

TRAI tariff order will help increase ZEEL's earnings from under-monetised regions: CMO Prathyusha Agarwal

#WhereIsMyChannel campaign has delivered over 70 per cent ad cut-through.

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2019/04/23/1.jpg?itok=MISZRH23

MUMBAI: The Telecom Regulatory Authority of India (TRAI) has successfully rolled out its new tariff order (NTO) with the underlying objective of making the system more transparent and effective, giving the consumer the choice of channels as per their requirements and budgets.

For Zee Entertainment Enterprises Ltd (ZEEL) CMO Prathyusha Agarwal, this tariff regime is an opportunity for the channels in its cluster to increase earnings from regions which were otherwise under-monetised.

While interacting with Indiantelevision.com about her marketing strategy to make the most of the NTO, Agarwal stated, “ZEEL has a very strong engaged set of audience. There is a loyal core where 30 per cent of the audience contributes to 80 per cent of consumption. Our channels are also high on consideration in audience’s minds. The new pricing regime is a transformational structural reform that will go a long way in strengthening the sector with the creation of a uniform pricing model across all service providers. Good channels with a strong brand love and stronger content, for which, we were getting a good advertiser pull, will now get a subscriber pull too. With the MRP regime, ZEEL can increase its earnings from regions which are otherwise under-monetised because channel price remains the same across all regions and operators.”

The network’s latest marketing campaign #WhereIsMyChannel promotes the idea of communicating to the cable operator the specific requirements of TV channels as the operator ‘may not really know you’. Agarwal mentioned that the campaign narrative was based on the insight that though the English audience is highly involved in its content choices it is not used to making purchase decisions.

She said, “The urban English consumer is discerning in their content choices. However, selecting their channel packs is a new behaviour that they are currently not used to. Typically, the more affluent households would buy subscription annually, while some are uninvolved in the purchase. Through our communication, we needed a strong trigger to nudge our consumers into action, to call the cable operator and ask for their preference.”

The campaign has been performing well on various channels. As per Agarwal, it has reached about 58 million, through the two ad films. “Within two weeks, we delivered over 25 million sharp targeted video views with strong engagement rates. In a competitive category with several brands, the campaign has delivered over 70 per cent ad cut-through,” she noted.

The Zee English cluster has a portfolio of stimulating brands like Zee Café, &flix, and &PrivéHD. The campaign is a three-month-long drill being approached in three phases. The first phase is aimed at bringing creative awareness through targeted video views; the next will be performance-driven retargeted banners, clickable links where consumers can find more information and other video assets showcasing upcoming content on ZEEL channels. The third and final phase will be to drive purchase.

The initial two videos of the #WhereIsMyChannel campaign feature two well-known faces—Anurag Kashyap and Sivamani. On being asked why the cluster chose these two to drive the message around, Agarwal replied, “To bring the thought of “Cable Operator May Not Really Know You” to life, we needed to cast experts and not just celebrities. The aim was to convey that if a well-known expert’s content choice can be misjudged by the cable operator, then it can happen to everybody.”

Apart from that, ZEEL has also fixed an interest-based targeting plan on social media based on search volume of queries. “The digital video with RJ Balaji, Mallika Dua and Varun Thakur are also a success indicator for the original films which have become a reference point for other unbranded original renditions to be created. The RJ Balaji film is shot in Tamil,” shares Agarwal.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/15/spn.jpg?itok=Kc7_kZGS
Sony Pictures Networks India doubles the Joy of Diwali with their #AbIndiaAurBhiHappy offer for its premier channels, Sony Entertainment Television (SET), Sony SAB and Sony MAX

MUMBAI: This festive season, Sony Pictures Networks India (SPN) brings cheer to the Hindi entertainment loving Indian viewers through its ‘Ab India aur bhi Happy’ offer. Bringing joy to every household, SPN has announced a special offer, allowing consumers to avail of a festive à-la-carte pricing...

Television TV Channels GECs
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/15/epic.jpg?itok=fz5WGrbU
India on a plate: celebrate world food day with Epic Channel

MUMBAI: 16th October 2019 marks the 74th anniversary of the inception of ‘The Food and Agriculture Organization’ of the UN. Since 1979 this historic event has been annually celebrated as World Food Day in over 150 countries. Joining the celebrations, EPIC Channel - India Ka Apna Infotainment -...

Television TV Channels English Entertainment
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/15/endemol.jpg?itok=Vz2Ue1JV
Endemol Shine India buys the rights for Richa S. Mukherjee’s Kanpur Khoofiya Pvt. Ltd

MUMBAI : Harper Collins India is thrilled to announce that author Richa Mukherjee’s new novel, Kanpur Khoofiya Pvt. Ltd, published in August this year, has been purchased by Endemol Shine India in a pre-empt. Endemol Shine India buys the rights for Richa S. Mukherjee’s Kanpur Khoofiya Pvt. Ltd...

Television TV Channels GECs
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/15/zee.jpg?itok=uDvPb4qU
Zee TV, Flipkart join hands to surprise fans this festive season

MUMBAI: This year, with the festive season around the corner, entertainment joined forces with e-commerce to delight consumers with a billion dollar idea! In a truly unique initiative, Zee TV collaborated with Flipkart and attempted to make TV viewing truly interactive during the latter’s annual...

Television TV Channels GECs
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/15/history.jpg?itok=ZlFUmEPE
HistoryTV18 to premiere ‘India: Marvels & Mysteries’ on October 17

MUMBAI: In a new five-part original series, HistoryTV18 brings viewers remarkable stories of ancient and medieval India. The fifteen stories take the viewer back in time, to some of India’s unique historical locations, many of which are designated UNESCO world heritage sites. The series spotlights...

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/15/BARC.jpg?itok=bo6IZ-59
BARC India's oversight committee finds process accurate and unbiased

MUMBAI: While Broadcast Audience Research Council (BARC) India had appointed an oversight committee in June 2019 to review its data validation and outlier policy which identifies and eliminates outliers including reach outliers, the two-member committee led by Nakul Chopra and Praveen Tripathi has...

Television TV Channels Viewership
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/14/travel.jpg?itok=R0H1aNTr
Travelxp 4K announces its Denmark launch on Waoo

MUMBAI: Expanding its reach in European countries, Travelxp 4K strengthens its reach in the Scandinavian country, Denmark now. Starting 01 September 2019, Travelxp’s premium shows are available to the audience on Waoo TV on Channel number 134. Among the recent launches of Travelxp include the...

Television TV Channels English Entertainment
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/14/abhishek.jpg?itok=zPr4vWTp
Abhishek Dutta appointed as network head for Cartoon Network and POGO in South Asia

MUMBAI: Abhishek Dutta has been named Senior Director and Network Head -Kids, overseeing Cartoon Network and POGO in South Asia. Based in Mumbai, his responsibilities include programming, channel operations, acquisitions and promotions, as well as the content direction for the two brands.

Television TV Channels Kids
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/14/colors.jpg?itok=3yolvWub
Viacom18 launches Har Din Diwali campaign with exclusive pricing for COLORS & COLORS Kannada

Spreading the cheer this festive season, Viacom18 announces a-la-carte price for its flagship Hindi GEC COLORS and Kannada GEC COLORS Kannada at Rs 12/month each.  In line with this special festive price, Viacom18 is launching a consumer awareness campaign ‘Har Din Diwali’ encouraging viewers to...

Television TV Channels GECs

Sign up for our Newsletter

subscribe for latest stories