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Dish TV targets regional markets with new brand Zing

06-March-2014
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Dish TV targets regional markets with new brand Zing

Dish TV has announced the launch of Zing, a new brand that has been specially conceptualised and customised keeping in mind new regional viewers that are moving over to the digital platform.

Zing is part of Dish TV’s strategy to constantly search for newer ways of reaching out to specific viewers and engaging with them through relatable content. Zing, which is targeted at DTH subscribers in West Bengal, allows viewers to choose from a number of packs, which will include all available Bangla channels.

The essence of Zing is that it celebrates the uniqueness of West Bengal – its culture, heritage and entertainment – and claims to be the first ever brand that is made in Bangla for Bangla by Bangla.

Besides the content, all Above-the-Line (ATL) and Below-the-Line (BTL) advertising, packaging and other marketing activities will be available in Bangla.

RC Venkateish, Chief Executive Officer, Dish TV India said, “The cable digitisation process has fueled the growth for all DTH operators in the country with more households shifting to a digital base. Dish TV has always been at the forefront of offering unique services and innovative products to its viewers. As industry leaders and pioneers of the DTH sector, we are again thrilled to be the first to introduce an entirely new brand Zing for the benefit of our customers in West Bengal.”

Salil Kapoor, Chief Operating Officer, Dish TV India added here, “TV content consumption preferences are different across various states of India. Zing is a unique initiative, where a complete new brand is being launched to address this need for regional content. Now, not only will packages cater to specific audiences across states, but even communication will be in the customer’s language of choice.”

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Prior to joining Madison PR in 2012 Chaudhary was Group President Corporate Communications at Reliance Industries Limited.