The wait – more for the channel than the audience – is over. After being on air for over three months, Zee Sports is now treading the markets of Mumbai and Delhi.
Informed Gaurav Seth, Head-Marketing, Zee Sports, “So far, the channel was being aired in other metro and non-metro markets except that of Delhi and Mumbai. But now, we have the distribution in place. The response we have got from cable operators in these markets is very encouraging.”
He further said that in light of the recent Afro-Asia Cup, the channel had become more aggressive in its strategy of reaching maximum number of households in the key markets like that of Mumbai and Delhi.
Having launched in such competitive environment, are there any specific initiatives that the channel has undertaken? To this, Seth replied, “We have a host of innovative programmes lined up for the discerning viewers, which we will be disclosing shortly.”
On the marketing strategy, Seth said that Zee Sports had lined up a multimedia brand campaign, which would inform people of what the channel was all about. “We want consumers to sample the product, that is, our channel, and experience its liveliness,” he maintained.
All said and done, considering Zee Sports is a pay channel, it will have to be more aggressive in its tactics to survive in a market, which is dominated by four strong players – Ten Sports, ESPN, STAR Sports and DD Sports.