After an increase in ad rates for all its channels in March 2007, Zee Entertainment Enterprises Ltd has decided to hike its ad rates again. The new rates are with immediate effect.
The new rates would see flagship channel Zee TV increase by 40 per cent in non-primetime and 15-20 per cent hike in primetime. Channels such as Zee Marathi and Zee Bangla that are doing well in their genre, too, would see increases of 20 per cent to 25 per cent.
Giving a rationale for the rate hike, Joy Chakraborthy, President, Head – Revenues, informed that in the media domain, especially broadcast, the key buying cycles in a fiscal took place in March-April, the summer period; September-October, which were the beginning of festive seasons; and around December, which was the year-end period.
“We believe that the Zee Network is still very under-priced. The period of July and August are very lean in any media organisation, and we have done some of our best revenues in these months. I think this further reiterates the potential that ZEEL channels have in terms of pricing,” explained Chakraborthy.
“It has been six months since we last hiked our rates, and in the meanwhile we have seen continuous increase in all deals, but there is scope for growth and we working towards that,” he added.
Giving the thought process on how these hikes had been determined, Chakraborthy said, “Zee Marathi is the clear leader in Maharashtra and Zee Cinema is the leader in its genre. Zee Bangla is scoring on its content – clients today want to buy fiction and non-fiction, and not just movies, so that is where the channel is beating competition. These channels would see an increase of 20-25 per cent.”