The 24 X 7 food channel, Zee Khana Khazana, performs consistently even as it completes one year.
Commenting on the channel’s performance, Anurag Bedi, Business Head, Zee Khana Khazana said that in the first month itself Zee Khana Khazana had achieved a GRP of 6.6 and from there on, the channel performed consistently. “For a channel that’s just celebrated its first birthday, we’ve consistently been ranked among the top two,” he said.
When asked how the viewers’ response had been, Bedi replied, “Two words – extremely encouraging.” He went on to say, “We’ve just completed our first year and the number of viewers that have subscribed to Zee Khana Khazana shows that India was waiting for a channel like this. We also stay connected to our viewers through various social media tools and viewer feedback programmes and their inputs form the inspiration for our content strategy.”
“In fact, viewers’ faith in Zee Khana Khazana has led to quite a few advertisers coming on board. From food brands like Adani, Ferrero Rocher, Society Tea, Ruchi Soya, Vadilal, Hamdard to kitchen accessory brands like Hawkins, Prestige, Eureka Forbes to lifestyle brands like Google, Samsung, Godrej’s Nature’s Basket, Dey’s Medical Keo Karpin to telecom brands like Vodafone, Zee Khana Khazana’s audience profile and reach cuts across industries,” he added.
The differentiating factor
Recalling the channel’s launch, Bedi said, “It was on December 8, 2010 that Zee Khana Khazana launched as India’s first 24-hour food channel – a hitherto uncharted territory. It has been an amazing learning experience for us. Our decision to have both Hindi and English content paid off handsomely, when channels that followed us had mostly monolingual content.”
“At one end, we have a stream of Hindi shows like ‘Quick Chef’, ‘Chef’s Special’, ‘Mirch Masala’, ‘Rasm-e-Rasio’, ‘Peshawari Peshkash’, and on the other end, we have English cookery shows like ‘Sweet Baby James’, ‘James Martin Delicious’, ‘Hairy Bikers Cook Book’, and ‘Ching’s Kitchen’. From studio shows to adventure shows – if there’s food in it, Zee Khana Khazana airs it,” he further said.
“Our marketing strategy is to tap print, digital and OOH media to connect with our viewers,” Bedi divulged. “These initiatives, combined with the power of the Zee Network, create a buzz in the trade as well as among our audience. Additionally, we have various viewer- connect-programmes like ‘Ghar Aaya Chef’; a marketing-programming integrated approach, whereby our chef goes to ordinary citizen’s homes and cooks with them.”
On what to expect from the channel in the coming year, Bedi said that the content line-up would see some “very interesting additions” that would increase the diversity of Zee Khana Khazana’s programming offering. He signed off saying, “Allow us to surprise you!”