In a bid to further strengthen its presence in the southern states, Zee Telefilms Ltd has promoted R Ajay Kumar as Head, South Initiatives of Zee Network. Prior to his new assignment, Kumar was Business Head of South Channels. In his new assignment, Kumar will be independently heading the critical distribution business of all the 32 Zee and Turner Channels in the four southern states.
Kumar, who has been associated with Zee Telefilms for the last one and a half years, spearheaded Zee’s South foray by launching two of its South-focused TV channels – Zee Telugu and Zee Kannada. He also contributed in a big way to original and innovative ideation of programming of the south channels.
Kumar entered the world of electronic media after more than 13 years of academic experience at the Dept. of Communication and Journalism at Osmania University.
He began his career as a professional with Gemini Television, and had a prolonged stint with ETV Network. Kumar has worked for all the 12 channels of the Network in the capacity of Business Promotion Head and subsequently as General Manager-Marketing heading marketing, sales and research.
Commenting on his new assignment, Kumar said, “Firstly, it is going to take a few days for me to get a complete hang of the distribution scenario in all the four states, which contribute a significant chunk of the C&S penetration in the country. For us, the percentage of subscription of declaration of the universe, by MSOs/operators in each state is about 2 per cent of universe only. This is abysmal. If my team and I can change this paradigm in getting reasonable subscription declaration, I would have made a decent start. I realise that steep growth in subscription revenues for a channel/bouquet or a network is critical for making the business work. The broadcasters will have to get a fair deal in this revenue pie, which now is virtually negligible.”
When asked about Zee’s plan to foray into the Kerala and Tamil Nadu markets, Kumar said, “It could be anytime in one year from now. It all depends on the strategy we are working at.”