Top Story

e4m_logo.png

Home >> International >> Article

Zee's connectivity dips, woos consumers to hook-on

14-June-2001
Font Size   16
Zee's connectivity dips, woos consumers to hook-on

As Zee bouquet goes digital and encrypted, it is facing problem in restoring connectivity. High subscription cost of Zee TV, delay in distribution of 'integrated receivers and decoders' and relatively low pull of other Zee channels are the reasons reported.

Zee, however, is fighting hard. Consumer awareness and call-for-action through ads and newspaper inserts, multiple packages for the cable operators and launch of special programming is likely to work for Zee.

Posing as a consumer, when exchange4media contacted Zee Network, we were told that Zee bouquet is available in 'attractive' packages. While Zee TV alone is priced at a steep Rs. 16 per household a month, the entire set of 15 channels is available for Rs. 30. To receive and decode the encrypted signals, as cable operator has to buy IRD box costing Rs. 14,000 a piece. Every channel would require a separate box, therefore, a sizable investment from the operator.

" A family drama that makes you laugh, cry, think...a pradhan mantri who attempts to... Hey! you will never know. Because you are no longer plugged to Zee" reads a newspaper insert, cajoling viewers to "demand what you deserve."

Turing pay was inevitable for Zee. According to exchange4media estimates, Zee can potentially earn over 225 crores from subscription revenues. This estimate assumes a conservative 40% conversion of overall urban connectivity into pay homes.

Among the channels, which have gone pay, the maximum connectivity encashed by any network so far is by ESPN Star Sports network. But even they have not been able to get the cable operators to cough up for more than a million homes so far. Each of their channels costs less than what Zee is charging cable operators per household per month.

Yet, even at the height of World Cup Cricket the ESPN Star Sports network could push up to much less than a million homes’ acceptance by cable operators. Besides, Zee is relevant only in three large regions – North, West and East, whereas ESPN Star Sports has universal appeal across the country. Hence, even a 40% conversion rate by Zee seems like a Herculean task by any standards. This is not to say that they will not reach these homes, it’s just that the cable operators even while distributing to these homes will agree to pay for just a fraction of this connectivity.s

The satellite universe data is as per NRS 2000. Read the details of the estimates by clicking, "Zee TV poised to earn over Rs. 225 crores by turning pay: An exchange4media estimate"

Zee went encrypted and pay on 11th June. The Zee bouquet consists of 15 channels and covers virtually all genres of programming.

Tags

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

For their latest campaign ‘Peeoge toh Janoge’ (English translation: you’ll buy it if you taste it), Wagh Bakri and DDB Mudra gave Sakshi a new, rustic avatar.

Dabbawalas send some extra love along with dabbas to working professional across Mumbai

The Diamond Producers Association brings to life another rare moment as part of the ‘Real is Rare. Real is a Diamond' Campaign