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It has been an interesting rollercoaster ride with digitization: Pradeep Hejmadi

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It has been an interesting rollercoaster ride with digitization: Pradeep Hejmadi

Pradeep Hejmadi, Business Head, Zee TV speaks on the key highlights of the broadcast industry in 2014 and how the channel has done well in spite of the bumps that came their way.

What are the key highlights for the industry for the year 2014?

For the industry it has been an interesting rollercoaster ride with digitization, interesting bumps that have presented themselves, predictable but also unpredictable in their different forms. For us fortunately each initiative has been positive. Again it is ‘Har Lamha Nayi Umeed’ for us, we have seen interesting opportunities all through in the things that are happening. So 2014 has been another stage of learning on how to get fiction to work.  For instance, in this year all of our launches post July have been right there. All of our openings have been very encouraging so very clearly what we are doing we seem to be doing right and converting that into a working principle and a working culture so that we are just able to scale higher and higher.

What were the key challenges for the industry in 2014?

Consumer appreciation for content in the form of ARPUs didn’t exactly transact which I think is a very big area. So obviously it links back to digitization in that sense but one of the few things we would want to focus more on is the ability to provide content at any time to consumers. The focus is improving and getting enhanced on digital more and more.

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