Zee Telefilms Ltd. is planning a major strategy for tapping the rural market. The rural strategy will involve seeding rural areas aggressively with decoder boxes, at a lower price or on easy rentals. Zee is holding negotiations with multi-system and independent cable operators in Tamil Nadu and Baroda.
The company is also eyeing a Rs 100-crore total subscription revenue by encrypting its popular channels and going pay this fiscal. Within two days of migration, Zee reach has covered 15 million households.