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Zee Café on a high drive, aims to be a true English general entertainment channel

03-July-2006
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Zee Café on a high drive, aims to be a true English general entertainment channel

Zee Café has seen significant changes in the past few months with the channel adding a band of original Indian content, keeping the taste of its viewers in mind. The channel has also seen as many as 15 launches in the past few months and is in the process of adding more. Neil Chakravarti, Business Head, Zee Café said that the aim was to be a “true English general entertainment channel”.

Giving the broader picture, he said, “If you look at the model of any successful, English GEC, it has different shows in different day parts to cater to different target groups. Our aim is to make Zee Café a channel that is catering to different English content consuming target groups in the relevant day parts.”

On the initiative of launching the original Indian content, Chakravarti divulged that the shows had become significant brand drivers for Zee Café. He said, “They have raised awareness of the channel.” However, in the new line-up and the ones seen in the past month, no Indian show has been added.

Explaining this, Chakravarti said, “At present we have four Indian shows on the channel. Also, we are taking our learnings from past experience that we’ve had with these shows so far. For instance, we have realised that the content consumption of the Indian audience of these kinds of shows is ‘snackier’ in nature, hence, non-fiction is better than fiction.”

He further said, “We are seeing more on how a show should be designed. We have seen that core middle calls Indian housewives, who are into several things at the same time, look for relaxed entertainment. These are the various insights that we have gathered and are basing our decisions on such patterns.”

Another area that is seeing some focus is that of marketing, though Chakravarti is clear that it wouldn’t be in terms of increasing marketing activities. However, the channel is paying attention on which properties would see more marketing attention in order to achieve the “true English GEC” aim that the channel has set out for.

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