Zee Business plans five new shows in April; ropes in Shireen, Vivek Bharti as anchors
Zee Business is adding muscle to its programming. The channel has lined up five new shows to be launched in the first week of April. The shows have been conceptualised keeping in mind the channel's philosophy of giving viewers 'faayda'.
The new shows on the anvil are Bazaar, 101 Business Ideas, Business Yatra, Lights Camera Action and Ab Aayega Mazaa. While the first four programmes will be aired every Sunday, Ab Aayega Mazaa will be shown every day at 5 pm.
Commenting on choosing Sunday for most of its new shows, Samir Ahluwalia, Channel Head, Zee Business, said, "We are a business news channel and we have chosen Sunday for these programmes as we believe that a business news channel is not just for viewership between 9 am and 4 pm when the markets are open. We want to redefine the definition of business news and want to extend it to evenings and weekends. While we are aggressive on news on weekdays, our weekends are more relaxed, laden with feature programmes."
The channel will give an opportunity to CEOs to get first-hand feedback on their products from customers through Bazaar. Business Yatra is an attempt to provide viewers an insight into different local industries through a travelogue format. Lights Camera Action will highlight Bollywood, while 101 Business Ideas is an attempt to hone the entrepreneurial skills of Indians. Ab Aayega Mazaa has been conceived to give viewers the best choice available in the market.
Apart from these shows, Zee Business is also revamping its stock market coverage to make it more aggressive and viewer-friendly. For this the channel has roped in Vivek Bharti, former editor of The Economic Times and currently Advisor to FICCI, from Monday to Wednesday, while Shireen Sethi will anchor the show on Thursdays and Fridays.
"We decided to revamp the stock market programme to make it more viewer-centric. We did a survey across major cities and the revamped stock market programme reflects what viewers want. We are pacy and use the language of the people," said Ahluwalia. On roping in Bharti and Shireen, he said, "They have got immense experience in covering the stock market and they will provide viewers the best possible updates on the stock market."
Asked about the marketing strategy that has been built around the new shows, Deepender Sehajpal, Head of Marketing, Zee Business, said, "Our key focus is to make the content highly interactive by enabling IVR and SMS based options for viewers to interact with experts on the channel. We are also looking at introducing live bidding platforms."
Our typical marketing budget is usually 10 per cent of the topline spend