Zee Telefilms and Turner International India are close to forming a joint venture for marketing and distribution of their own and third party channels. The board of Zee will take up the matter on Thursday. ZTL has also informed the BSE that it will “consider, approve and authorise” the company to enter into such a joint venture. This move is expected to significantly shake up the pay-TV market.
According to the industry sources, the joint venture will bring together a strong bouquet of Zee channels with the three-Turner channels. Zee could combine with itself CNN, HBO and Cartoon Network and offer it as a package to cable operators. This will be a strong combination to challenge the Star bouquet of channels.
According to media analysts, in the new scenario, niche channels like Discovery will find it difficult to distribute on their own. A consolidation in the distribution business will have to take place, they added.
Our typical marketing budget is usually 10 per cent of the topline spend
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