Zee Telefilms music arm Zee Music is all set to capture the Southern market with the launch of its Southern music channel ETC Music Box. Head – Programming at Zee Music, Niyati Shah says the channel will be launched in September and the content will be 60:40 mix of regional and international music.
Elaborating further the ETC Music Box, she said there was a great demand for regional music in South India. Till date there were only one or two channels catering to the needs of listeners. In such a scenario, their channel has been completely packaged keeping the target group in mind. VJs will present the programmes in both English and regional language. The demand for international music is very high in these markets hence international music which till date is not a part of Zee Music programming will find prominence.
The channel will be up linked from Noida , UP and shows will be conducted out of Mumbai and Chennai. As far as the promotion of the channel is concerned mainly Below The Line (BTL) activities are being used. Some in house ads have also been developed says Shah.
Commenting on the performance of Zee Music she said after the launch of channel in 2000 it has been re launched twice and the main motive behind this was to introduce the new changes. There is no competition from ChannelV and MTv as Zee Music is a purely bollywood music based channel. At present it is reaching out to more than 45 per cent C&S households in the country. Exciting programs like a live show ‘Please to Play’ and ‘Suniyo Re’ have been added. In all there is a lot of emphasis on thematic shows.
Hence, after almost 1 year of the re launch breakeven has been achieved and at present the channel has a market share of 25 per cent.
For advertising and promotion Zee Music is bullish on BTL activities. The selection of ‘Musafir Item Bomb’ also forms a part of this activity. Rs 2.5 crore has been spent so far on this hunt. However, this is one of the best medium for brand building and brand positioning. The BTL activities will be extended overseas in key markets like Dubai and UK also. By the end of this fiscal the channel will have at least one ground activity each month. There will be shows like club nights, VJ hunt, Sound of India awards, love awards etc, Shah said.