Top Story

e4m_logo.png

Home >> Marketing >> Article

Cutting Edge to handle sales for Zee MGM and Zee English

23-September-2002
Font Size   16
Cutting Edge to handle sales for Zee MGM and Zee English

Zee Telefilms has appointed Cutting Edge Media to handle ad sales for Zee English and Zee MGM channels in India. In this five-year deal, remuneration is linked with performance delivery. Says Partha Sinha , Director – Marketing, Zee Telefilms Ltd, “This move is in line with international trends where companies are entering into pacts with associates that cater to core competence, especially for unique content channels.”

Cutting Edge Media is headed by Rohinton Maloo – cofounder of Mediascope associates. The company had launched Star in 1992, with Prime Sports being the first satellite channel being launched by them. Later they also launched MTV, BBC, CNN, Cartoon Network, HBO and TNT. Company currently handles ad sales for Hallmark. When asked if there won’t be a clash of interest between Hallmark and Zee channels, said Maloo, “We would be offering a bouquet of unique content channels including Zee English, Zee MGM and Hallmark. And there is a difference in the positioning of the three - Zee English is skewed towards youth, Zee MGM has same profile as HBO and Star movies, while Hallmark focuses on a more discerning target group.”

Why did Zee feel the need for an associate to handle its marketing? Says Maloo, “Unique content channels or vortals of TV require a certain focus to optimise their unique strengths. Purpose is to connect with the target audience and not just provide GRPs. For instance, a serial like friends has a cult following. You need to connect with them and you need a specialist to do that. We have been preempting the marketing needs on that front.”

Cutting Edge plans to focus on English speaking populace of India, which according to Maloo is a ‘ substantial universe.’ He also says that wastage is far less if you are using a unique content channel specially for high end brands like Nokia, Sonata and Temptation chocolates.

Sinha says, “With the help of Cutting Edge media we will be able to come up with innovative business opportunities and can provide brands with specific business solutions.”

Zee is tightening all the lose ends – be it marketing or programming and this is a move in the same direction.

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

Launches third phase of TVC campaign ‘Think it. Done’

Based in Mumbai, Usha has nearly two decades of experience in the Indian media and entertainment sector and will serve as a strategic advisor to H+K’s diverse portfolio of clients with a special empha...

Report based on media channel data in 96 countries and detailed findings from the world‘s key ad markets, which between them account for approximately two-thirds of the value of global advertising tra...