Following the increase in rates that the Zee Network had induced across its channels in April 2006, further news on similar lines is coming from the Zee stable. Citing the consistent performance of the channel as the reason, the Network’s EVP Sales Joy Chakraborthy informed that Zee TV ad rates have been hiked further with immediate effect.
For Zee TV 2006 has been a good year. The channel has reached a steady second slot across the day and in primetime as well in Hindi mass channels. Chakraborthy elaborated that while the channel was launching big ticket shows continually, the recently shows have also given Zee some numbers to talk about. “In all, the channel is stabilising well and performing much better than what it has for some time now and more importantly it has been doing so consistently for the last four to five months,” said Chakraborthy.
He is quick to add that the change in rates is a continual correction. Explaining this, he said, “Zee TV was very under-priced. As a matter of fact, the entire Network was and we began the correction when we first hiked the rates in April 2006. However, in the case of Zee TV, there is still scope for further correction and hence we are continually effecting changes in prices, at the same time not being drastic about it given long terms deals and other sensitivities.”
To give an indication on the kind of hikes induced, citing effective rates, Chakraborthy quoted some examples – where ‘Saath Phere’ was at an average of Rs 50, 000 per 10 seconds, it now would be at Rs 75,000 to 80,000 for 10 seconds. On similar lines, ‘Kasamh Se’ has been hiked up from Rs 40, 000 to Rs 70,000 and ‘Sa Re Ga Ma Pa – Ek Main aur Ek Tu’ from Rs 40,000 to Rs 70,000.
Amongst some of the new shows that are coming on the channel soon are ‘Johnny Ala Re’ and ‘Shabash India’. Chakraborthy further added, “These are absolute cut off rates and we have been able to clinch many deals already. The positive thing about the channel right now is that the delivering shows are spread across the week and hence the inventory is spread out across the week too than just be blocked to any one day or for that matter, even just a time band.”