Zee Telefilms is all set to launch its latest offering, the 24-hour Zee Business channel, on July 15, 2004 on the direct-to-home (DTH) platform. Disclosing this to exchange4media, Laxmi Narain Goel, Director, News Group, Zee Telefilms, said that trial runs would begin from July 7. The channel would be available in C&S homes by September, he added.
An upbeat Goel said that Zee Business will be India's first indigenous business channel. "The programming will be fully in-house and aim at mass viewership. Zee Business will appeal to a much wider audience. We will not restrict ourselves to just the niche business news viewers," he added.
The channel's logo, look, colours and music are all ready. From the preview shown to exchange4media, the new channel will be very contemporary and slick.
When asked why the launch was being made first on the DTH platform which had a limited reach of 120,000 homes nationwide, Goel explained, "The licence for C&S homes will be available to us only around the end of July. Since we are ready with the programming, staff and other infrastructure, we decided to launch it on DTH without waiting any further. Besides, that also gives us a timeline of an additional four to six weeks to test the channel and establish it fully by the time we reach the C&S homes in August-September."
At the same time, Goel said the number of DTH homes is poised for a quantum jump from next month. "From July there will be 100 channels available on the DTH platform against 48 channels currently. Our estimate is that this will lead to a daily addition of 2,000 households to DTH."