Zee Telefilms Ltd. is working at a true convergence plan, which envisages complete TV-to-print medium reach for advertisers. Come April, Zee News and the Asian Age newspaper will be sold together as part of a package deal to advertisers and media planners.
The package selling will take off with Zee News and is likely to be extended to other family channels like Zee TV, Zee English, Zee Music and the Alpha regional channels. Under the scheme, for example, if an advertiser books bulk air-time on Zee News, then a special discounted rate will be offered to the advertiser in Asian Age, which can be up to 30 per cent of the rack rate of the daily.
ZTL promoter Subhash Chandra, in his individual capacity, holds about 15 per cent equity in the company controlling the Asian Age newspaper which comes out from several centres like Delhi, Mumbai and Calcutta. Of late, various media players have been coming together to extend and expand the platform for advertisers. Recently, some leading newspapers like Hindustan Times, Indian Express and Mid-day had announced a tie-up, which will enable advertisers to get a national reach through these newspapers where job advertisements are concerned. HT has a similar agreement with Deccan Chronicle also for space selling.