The television space has been observing changes in terms of both content and structure. With digitisation, broadcasters have become open to experimenting with different programming genres as well as ad free and subscription based models.
In conversation with exchange4media, Subhadarshi Tripathi, Business Head, ZeeQ shares his perspective on the edutainment genre, life after DAS and the channel’s marketing strategy for 2013.
Post digitisation, how do you think the edutainment genre has evolved further in 2013? Do you think that there would be any major changes that would be observed as compared to the previous year?
Digitisation is an opportunity in disguise for broadcasters. Prior to the first phase of digitisation, broadcasters were heavily dependent on ad revenue. However, with an onset of digitisation, the subscription driven model is stepping in and this definitely is good news for paid-for channels like us. Revenues apart, digitisation will ensure that broadcasters have quality content as at the end of the day, it will be the engaging content which will rule the roost. Precisely, 2013 will be the year of quality content. In 2013, we at ZeeQ think that as a kids edutainment channel, we will need to ramp up our content. And at present, that is what our focus is on.
How did you see your marketing and programming strategy translate in terms of viewership and advertising revenue?
Content is our strength. We want to become a content platform, which is highly recommended by teachers to parents and mothers in their peer group. We want to influence the child through the parents, who decide the content platform for their child. Since our content strategy is to be right for the child in an engaging manner, we strongly believe that parents will be happy to subscribe to a platform like us. Our revenues are majorly subscription driven since we are a paid-channel.
What are some of the challenges that you see ahead in the genre given the advent of digitisation. Would you say that the genre is prepared for the challenges that lie ahead?
Digitisation is an opportunity for broadcasters. On the other hand, definitely, penetration and awareness of the channel will be a challenge. However, in a gradual process, new channel entries like ZeeQ will pave their way through availability on all major platforms.
With digitisation, what kind of revenue are you looking for the channel? How does the channel plan to attract advertisers?
We follow a subscription driven model. Our revenues are heavily subscription driven. A very small portion of our revenues comes from ad sales.
What is the sustenance plan for the channel in the dynamic media and entertainment industry? What are some of the new initiatives we can expect from you in 2013?
We are going all out with our on-ground promotional activities. We are doing ‘in-classroom’ promotions throughout Zee Learn schools. We have an online content platform that is managed by our digital team. Also, on Zee TV, we run a half-hour show every Sunday at 10.30AM. Very soon, we will be coming out with ZeeQ app.
We will be entering a complete 360-degree content delivery mode. Our focus will be to explore opportunities in the digital space and on-ground integration.