Top Story

e4m_logo.png

Home >> Media - TV >> Article

Zee seeks viewer’s choice through interactive programming

09-July-2004
Font Size   16
Share
Zee seeks viewer’s choice through interactive programming

These days Zee programming can be called anything but sleepy. The channel is actively inducing new programmes and working on different time bands. Joining in the recent launches, now there is ‘Kahiye To…’, placed on Sunday 12.30-pm slot. What makes the show interesting is that Zee encourages viewer participation in deciding on its forthcoming properties through this show.

The anchor-based show is hosted by Raj Verma and Anmol Gill. Ashwini Yardi, Head Programming, Zee TV explains, “This is the first time a television channel is going interactive with its viewers. The audience gets full freedom of choice, deciding what they want to watch. The audience can decide, based on a pilot, if they want a serial to be developed further or be junked.”

The channel plans to introduce one pilot in an episode. Clippings of the pilot and some more on the concept will be explained on the episode. Viewers can send in their response through SMS. Based on a benchmark of votes and the majority of the response, it will be decided whether the pilot becomes a full-fledged series. The results of the voting will be announced in the following weeks’ episode. The pilots selected in this fashion will go into production and be on air at the earliest time possible.

Apart from the new launches on the channel, like ‘Tamanna House’, ‘Hum aur Tum and Reth’, and the complete branding of the afternoon slot into Zee Woman, as was reported by exchange4media.com last month, this is yet another noteworthy initiative from the Zee stable.

To give an indication on the kind of response that the advertisers are giving to these differentiated initiatives on the channel, Triveni Das, Head, Sales, Zee TV, expresses, “The response has been absolutely overwhelming, to say the least. The concept of creating a band in the afternoon on the lines of a woman’s magazine has generated huge interest among advertisers. In fact, apart from Kellogg's which is the main sponsor, we already have several other confirmed clients like Badshah Masala, CavinKare and Bikaju Bhujia to name a few.”

Explaining more about the reactions that the channel has hence received, she adds, “The market confidence in this property is also evident from the fact that some clients have wanted to forward book this property post Kellogg's sponsorship commitment. Even certain two wheeler categories which are typically male-skewed are in discussions with us for sponsoring this band.”

Tags

Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=http://www.exchange4media.com/company/news/amaz...

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

Under the watchful eye of Walt Disney, Bindass undergoes brand repackaging with a fresh new show ‘Dil Buffering’ simulcast across its linear and social media platforms on September 29 and will launch...

Apart from the mandate for the first project which is the Ashiana Town in Bhiwadi, Tomorrow and InterTwined will deliver brand solutions across film, print, radio, outdoor and activation besides provi...

Despite advertising picking up after a slow Q1, regional FM players still feel that the lingering effect of GST, RERA, demonetisation will still make its impact felt during the upcoming festive quarte...