Television

ZeeQ undergoes major revamp; sees 35 per cent revenue growth

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2015/04/14/zeeqqq%20logo.jpg?itok=4fPY0gAw

MUMBAI: Taking a step towards fostering curiosity amongst children through fun and entertainment, Indian media conglomerate Zee Entertainment Enterprises Ltd (Zeel) forayed into kids television in 2012 with the launch of ZeeQ.

The aim was to gain a foothold in a genre that was mostly dominated by foreign networks like Disney, Nickelodeon and Turner at that point of time. Zeel MD and CEO Punit Goenka during the launch mentioned that ZeeQ is an effort towards children learning in a safe environment.

Now, three years since launch, the channel has undergone a major revamp. Kids is number three priority genre in Indian television and has high viewership not only among children but parents as well. Keeping this factor in mind, the channel has launched new programmes targeting SEC ABC 4-14 years.

Additionally, the channel has been on an upward swing as it witnessed a 35 per cent revenue growth quarter-to-quarter basis.

Now with summer kicking in, the time is just right to engage with the TG. Beginning 13 April, the channel launched a slew of 14 new shows across comedy, action and art and craft.

When queried by Indiantelevision.com on the reason behind the revamp, ZeeQ brand and communications head Ashwin Sashital explains that like every other kids channel, its focus is on providing entertaining content during summer vacations. As per the trend, kids also prefer to view local content, he informs.

Going the local way, ZeeQ launched two locally animated comedy shows - Bandbudh Aur Budbak and Pyaar Mohabat Happy Lucky along with a locally produced DIY show - The Art Room.

To support the locally produced shows, the channel has a host of licensed properties like Burka Avenger, Shakimaan, He-Man, Sarah and Duckand Dino Paws to name a few.

Barring two shows - Dinosaur Train and Zou, the entire content on the channel will be new. ZeeQ will launch new episodes of these shows, which are working well for them. Sashital says, “With the new high-concept shows on board, the ethos of the channel still stays healthy entertainment for the kids. We have designed shows where  parents can trust their kids to watch without supervision. For example, shows like The Art Room, which engages the kids in the art and craft genre and Burka Avenger, which addresses girl education etc. These programmes lay emphasis on knowledge, values and life skills in a very engaging way.”

Unlike some players, who take feedback from their TG before a revamp exercise, ZeeQ did trend analysis based on TAM research data.

While on the one hand, weekdays will be filled with new shows, weekends will be more for catch up stacked episodes and movies. Sashital says, “We have additional seasons of most of the shows and we will take a call depending on the response as to when they will launch.”

To gain traction for its new shows, the channel has launched an extensive marketing campaign, which will be spread over a period of three months in the Hindi Speaking Market (HSM). The channel has started the rebranding with an extensive TV campaign on Zee network and other select channels.

As part of the audience outreach programme, ZeeQ will organise on-ground activities and school contact programmes etc. based on the new shows. The channel is partnering with leading media houses for focused above the line (ATL) and below the line (BTL) promotional activities.

“Activation plays a very critical part in engaging with kids. Summer workshops, school contact programs and mall activations are our key areas for promoting the shows and channels. About 60 per cent of our marketing budget is skewed towards activation,” concludes Sashital.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/11/23/clement_schwebi.jpg?itok=jf7VY711
WarnerMedia integrates organisational structure in India, Clement Schwebi to lead

KOLKATA: WarnerMedia International has unveiled its new-look for India, southeast Asia and Korea organization and leadership, strengthening its position and commitment to the region. This unites WarnerMedia Entertainment Networks comprising the legacy Turner and HBO businesses with Warner Bros....

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/11/23/inda.jpg?itok=xKr7nLYb
Sony lines up 15 top-bill sponsors for India vs Australia series

KOLKATA: Sony Pictures Sports Network (SPSN) is all set to broadcast the highly anticipated India tour of Australia 2020 series starting 27 November, which will feature 3 T20Is, 3 ODIs and 4 Tests. The matches will be aired live on Sony Ten 1, Sony Ten 3 and Sony Six channels in India from 8.00 am...

Television TV Channels GECs
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/11/23/satya.jpg?itok=bhaMsTaE
Mathrubhumi, Kerala Government ODEPC collaborate for Future Gateway Webinar Series

NEW DELHI: Kerala-based  media group, Mathrubhumi initiated future gateway webinar series for keralites in association with Kerala government ODEPC (Overseas Development and Employment Promotion Consultants). The webinar series targeted job series abroad and was held as Facebook Live on mathrubhumi...

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/11/22/tv.jpg?itok=-eOL7y38
Zee brings heartfelt campaign on this world television day

Zee TV, is commemorating world television day in a fashionable and heartfelt way. To celebrate this occasion, Zee has launched a TVC that celebrates our very own ‘family member’ fondly known as television set which quietly sits in the corner of the house.

Television TV Channels GECs
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/11/21/brahmarakshas.jpg?itok=AwSUhlAh
Zee TV is back with season 2 of fantasy thriller 'Brahmarakshas'

MUMBAI: Zee TV is all set to whisk off its viewers into a world of fantasy with another intriguing season of its immensely successful weekend thriller, Brahmarakshas. Produced by Balaji Telefilms, the show will bring a unique and fascinating narrative inspired by the folklore about the...

Television TV Channels GECs
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/11/20/eddd.jpg?itok=n02a7SYX
TRP scam: ED steps in to probe money laundering angle

NEW DELHI: It seems that the TRP manipulation scandal that has caused quite a stir in the Indian news broadcasting industry is far from done and dusted. The case has now come under the lens of the enforcement directorate (ED), which has filed a case under PMLA and will be examining the money...

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/11/20/ipl.jpg?itok=WLQOWET8
IPL season 13 clocks 400 billion minutes of consumption

Mumbai: Star India delivers the biggest IPL ever in the history of the tournament. From swashbuckling young talent, exciting clashes, to nail-biting double super overs in a single day, season-13 was nothing short of electrifying. With fans enjoying matches from the comfort of their homes, Dream11...

Television TV Channels Sports
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/11/20/ganga.jpg?itok=48X0GwpE
Bhojpuri channels go all out for Chhath celebrations

MUMBAI: Chhath Puja is an ancient religious festival observed by Hindu women in Uttar Pradesh, Bihar and Jharkhand, performed over four days to worship the Sun God. The rituals include holy bathing, fasting, and presenting offerings to the rising and setting sun. While celebrations have begun,...

Television TV Channels Regional
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/11/20/bcr.jpg?itok=jwC7NqSy
BARC week 45: Star Plus, Zee TV & Sony Sab retain top spots in pay platform

MUMBAI: Star Plus, Zee TV and Sony Sab have retained their hold as the top three channels on pay platform in week 45 (Saturday 7 November 2020 to Friday 13 November 2020) of Broadcast Audience Research Council of India (BARC) data. Sony Sab has held on to the third position on pay platform. Dangal...

Television TV Channels Viewership

Sign up for our Newsletter

subscribe for latest stories

* indicates required