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ZEEL revamps ad sales function, divides channels into two key clusters

30-March-2009
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ZEEL revamps ad sales function, divides channels into two key clusters

Zee Entertainment Enterprises Ltd (ZEEL) has restructured its ad sales division. As per the revamp, two core clusters have been created under the leadership of ZEEL’s Chief Revenue Officer Joy Chakraborthy. Currently, 25 channels, including regional GECs, are being handled by Chakraborthy’s team.

The two key clusters created from these are regional channels and national or Hindi channels. The regional channels include the regional GECs and regional news channels. These are now under the charge of Jitesh Rajdeo. The national channels, also known as the Hindi speaking channels, would be headed by Ashish Sehgal. Channels like Zee TV, Zee Cinema, Zee Smile, and the English channels also fall in this cluster. Rajdeo and Sehgal are currently Senior Vice Presidents at ZEEL.

Simultaneously, ZEEL has brought the sports sales function under the charge of Rahul Shaw, who has recently joined the channel. Prior to this, he was with INX Media. Shaw would be heading all on-air and on-ground sales; in addition to the channels, this also includes the Indian Cricket League, Indian Football League and all sports properties.

The music division operates as an independent special business unit, which reports to Chakraborthy. Anurag Bedi is heading the music SBU, where he is in-charge of all functions, including programming and marketing, in addition to the music SBU’s sales.

Confirming the changes, Chakraborthy informed, “We are headed into a tough year, and the sense we have is that going forward, the game would be about partnership and consolidation. We think that the days of 150 channels in a media plan are over – at best now, there would be 70-odd channels in a plan. The strengths of being a network would come into play here.”

He further elaborated, “There are advertisers today that are looking at networks for one-stop solutions to their business objectives. The weightage of a network in a media plan would be higher than standalone channels. When you develop clusters like this from a network, it allows the heads to focus on specific business arms and grow them.”

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