Zee Network is planning to again restructure its Rate Card. This time it will consider the opinions of some of the large agencies that buy form the network. Their inputs will have a bearing on how the new ad tariffs are structured.
The current rate card (valid from April 2001) was an attempt to bundle 14 channels that are part of Zee Network. As per the current rate card, the rate of a programme is dependent on two factors; the programme category (dependent on recent TVRs) that a specific programme belongs to and the number of channels that are being bundled. Thus, Amanat (category Kohinoor; April classification) would cost Rs. 1,20,000 if only Zee TV is bought but would attract a discount of 30% if all 14-bouquet channels were bought.
According to Industry Sources, this initiative has not gone well with media buyers. Since advertising campaigns are created with specific target audience and reach/OTS objectives in mind, advertisers and media planners did not find this new rate card system attractive. They argue that this system requires a high budget allocation to Zee bouquet leaving little for other important channels.
This reaction has caused the rethink.