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ZEE to invest Rs 100 cr in edutainment venture

16-October-2012
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ZEE to invest Rs 100 cr in edutainment venture

ZEE yesterday announced the launch of ZeeQ, an edutainment channel, making it the 32nd channel to join the Network’s already existing bouquet of 31 channels. The 24-hour channel is slated to go on air from November 5, 2012.

Subhadarshi Tripathi, Business Head, ZeeQ talks to exchange4media about the channel’s content strategy, investment, and digital play, among other things.

On investment and marketing initiatives…
The investment for the channel is close to Rs 100 crore. A significant part of the amount would comprise marketing activities and designing content for the channel. The channel would focus on its network channels and pre-schools across the country to spread awareness. The digital and online media would also be used to reach kids and parents to talk about the utility of the content and how would it prove helpful for the development of the child.

On programming and content strategy…
The channel is based on the philosophy of ‘what is right for the child’ and the programmes have been selected keeping in mind the same channel objective. The programming strategy is firmly based on the emerging student profile, and imparting knowledge to children. The target profile for the channel is kids in the age bracket of four to 14 year.

For four to eight year olds, the channel has acquired animated content. For nine to 14 year olds, the channel would locally produce content. The acquired content has been chosen from across the globe and from the edutainment genre, largely focussing on the learning quotient.

Tripathi stated, “This is an edutainment channel, and hence we would not be dubbing content meant for global audiences and air it on our channel. We make Indian content meant for our target audience and their learning pattern. We are using real academicians who have been teaching children of this country to chose and validate the content that is going to go on air.”

On acquired vs. locally produced…
The channel would telecast a mix of both acquired content and locally produced shows. The ratio will be three and a half hours of acquired to an hour of locally produced content. Going forward, the channel aims to balance out with a ratio of 50-50. The channel aims to encourage participative content so as to involve a large number of children. It would feature information that could be used in schools as well as games and applications making it a 360-degree portal for the complete development of the child.

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