Chattisgarh is seeing some action in the television space with the launch of Zee 24 Ghante Chattisgarh, touted as the State's first satellite Hindi news channel. The channel hit the airwaves on October 1, 2008. Zee 24 Ghante Chattisgarh is a joint venture between S B Multimedia Pvt Ltd and Zee News Ltd. SB Multimedia is a venture of the Goel Group of Companies, which has presence in timber, minerals, steel and power business in Chattisgarh.
The idea of having an exclusive news channel for Chattisgarh came from Suresh Goel, Chairman, Goel Group of Industry. "Manpower is the main establishment asset of the company," said Dinesh Goel, COO, Goel Group.
KK Nayak is heading Zee 24 Ghante Chattisgarh as CEO. He had been associated with the pharma industry for 28 years before switching over to the media industry, where he had worked with Dainik Bhaskar as State Head for Chattisgarh.
On his switching over to the media industry, Nayak said, "I began my career in pharma with an MNC, where I went through rigorous training and I was taught to manage human resources. With this principle, I have moved on in life and taken every new opportunity as a challenge. Three years back, when I had an opening in Bhaskar as GM, I decided to try my hand in the print media. The thrill of the media line and its challenges drew me to this field."
On the new channel, Nayak said, "The C&S penetration and the consumption of Hindi news genre across Chattisgarh is high and on the rise. With so many merits to its side, for the 'Rice Bowl of India', the need for an exclusive Hindi news channel was fast becoming a necessity. The progressive state and its aware citizens needed an unbiased and contemporary voice. The answer came with Zee 24 Ghante Chattisgarh."
Sharad Sahu, Senior Marketing & Sales Head, Zee 24 Ghante Chattisgarh, said, "The channel is reaching out throughout the state through 179 local cable operators. We are using the MPEG 4 technology, on C-band on Asiasat 3S and also via the DishTV platform on KU Band, satellite NSS6."
Sahu added, "In the current scenario, not much focus is being given Chattisgarh. Looking at the potential and viewers' interest in knowing more about state, we will be covering news from both cities and the untouched tribal areas such as Bastar and Sarguja. We are also looking at other regional channels under the S B Multimedia flagship."
The channel aims to work hand in hand with the people of Chattisgarh and help develop a progressive, matured, informed and democratic society in the state. This thought is reflected in its communication and the positioning – Zee 24 Ghante Chattisgarh – Sawaal Aapka Hai.
Commenting on programme line-up, Ravikant Mittal, Executive Producer, Zee 24 Ghante Chattisgarh, said, "The programming has been designed based on the understanding of audience behaviour in the Chattisgarh market. News and analysis form 70 per cent of the coverage and represented by programmes like 'Desh Hamara', 'Khabar Chattisgarh', 'City 36' and 'Nau Ki Baat', which is a prime time news bulletin. Apart from these, there is a news bulletin, 'Khabar Chattisi', which captures the local flavour in the local language of Chattisgarh. 'Johar Chattisgarh' is in the morning time band (Johar in Chattisgarhi means 'Good Morning'). Other genres covered include sports, business, stock markets, international news, entertainment and astrology, with the afternoon band primarily catering to women and younger audience."
Elaborating on the marketing plans, Sahu said, "We have positioned our channel as Sawal Aapka Hai, which means 'it's about you', and we take the opportunity to position ourselves as a biggest support system partnering the growth of the state. The channel was hyped well before its formal launch through a hoarding campaign showing different classes of people. At the time of launch, a 360-degree approach, including ATL – Print ads, hoardings, radio, SMS blast, mall branding, bus branding; and BTL activities – human banners, brigades at main squares and a survey team to take feedback. With the forthcoming Assembly Elections in Chattisgarh, we have devised a strategy to use it in a big way to reach out to our TG. Bates141 Delhi is the creative agency handling our advertising."