Top Story

e4m_logo.png

Home >> Media - TV >> Article

Zee News cuts down inventory; hikes ad rates

02-April-2012
Font Size   16
Share
Zee News cuts down inventory; hikes ad rates

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.

Abhishek Punia, Co-founder and COO of ARM Worldwide, tells about how they re-branded themselves from ARM Digital to ARM Worldwide and in the process marked their presence globally

Srinivasan opens up on what prompted their recent rebrand, their foray into bus depots and developing the software that displays Bengaluru Metropolitan Transport Corporation's (BMTC) Passenger Information System for all the major bus depots in Bangalore.

Software and Technology, Consulting, Healthcare seem to be increasingly using Webinars to engage with their clients and employees

Chandy indulges in his love for reading and learning something new over the weekends

Though revenue from media operations grew by 10.6% yoy to Rs 760.8cr, the film production revenue declined by 18.0% yoy

At the inaugural one-on-one session between Aroon Purie, Chairman & Editor-in-chief of India Today Group and Anurag Batra, Chairman & Editor-in-chief BW Businessworld & Exchage4media Group, Purie spok...

At the 11th Indian Magazine Congress in New Delhi Rajdeep Sardesai, Consulting Editor, India Today, remembered the time when he used to work for Times of India