In an attempt to be the first among the private broadcasters, Zee plans to enter the rural market with its pay channels. Zee had actually planned to go rural after three months of becoming a pay channel. According to informed sources the initial reaction to the Zee packages for its bouquet of pay channels has been positive.
Zee has worked out exclusive marketing schemes for rural areas. The channels four-package consists of Zee TV, Zee News, plus any two Zee channels are meant for rural market. The four-channel bouquet is priced at Rs 22 per subscriber per month.
Innovative marketing schemes, are one way of ascertaining that Zee captures the rural market ahead of others. The company is also planning to distribute decoder boxes in rural areas, with some special loan schemes.
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