Zee Telefilms hopes to garner high viewership out of the live telecast of the lottery draws and use this to lure viewers back to its channel. The company has launched a slew of programmes woven around the lottery show timings. As online lottery takes off it is understood, Zee will air up to 16 draws a week.
According to industry sources the lottery draws is expected to be aired in the 7-11 p.m. prime time slot. A set of top-quality programmes, including a celebrity show, comedy and game shows, will be launched to capitalise on the lottery-pull effect.
According to the sources, Zee is also working out options of sourcing content from some top-rated production houses like Balaji Telefilms and New Delhi Television (NDTV).
According to industry analysts, the success of the new programmes will substantially enhance Zee’s bargaining power and lead to better disclosure of subscriber numbers (currently, there is an 80 per cent under-reporting by cable operators) for its pay bouquet. With a bouquet of 19 channels, spanning across 8 languages and 10 genres Zee is better positioned to capture a larger share of the pay market. Zee is expected to achieve a 55 per cent CAGR (compounded annual growth rate) in pay revenues between FY2002-04.
Source: Business Standard