In an interesting decision, Zee News has decided to cut down its inventory by 30 per cent. At the same time, the organisation has decided to raise advertisement rates by 40 per cent. The new inventory will be applicable from April 2, 2012. The advertisement run has been decreased to eight minutes from 11 minutes in a half hour bulletin.
While sharing the information with exchange4media, Barun Das, Chief Executive Officer, Zee News said, “Zee News has been a pioneer in taking path-breaking decisions in the news genre. To cite examples, we started speed news, prime time 9 PM news bulletin, etc. One of the most important moves we have made is that of cutting down our inventory and increasing advertisement rates.”
Explaining the rationale behind this decision, he said that inventory cannot exceed 11 minutes. Zee News, while moving to an eight minute format, will strive to generate the same revenue that it did earlier. The decision to increase ad rates will make it possible.
When asked if this decision can lead advertisers to switch to other players, he shared that advertisers prefer news channels that are uncluttered with more focus on quality rather than quantity. This is in line to Zee New’s content. So it didn’t have to worry on that front.
“We try to innovate and reinvent ourselves keeping the viewer’s convenience in mind. Hence, we have taken this decision to focus on content and continue delivering serious news. I personally feel we have done a little bit of disservice to the viewers by running long duration of advertisements,” concluded Das.