Zee TV appears to be in good stead. After ensuring that the present shows on the channel are reaching their TG, the channel is all set to launch its long announced ‘Business Baazigar’ on March 31, 2006 on Fridays and Saturdays at the 8 pm slot. The channel has planned targeted marketing for the show with the on-air directed at the female TG and the off-air at the youth and women.
In terms of media tie-ups, the channel is already getting the push from sister channel, Zee News, and Sify Max as broadband partner for live episodes. As is known, the Aditya Birla Group has been roped in as the title sponsor of the show.
Some very innovative initiatives have been seen from the channel in the form of single breaks in the launch episodes of ‘Saath Phere’, which has become a delivering show for Zee TV. For ‘Business…’, the plan is on a different level. The creative strategy of the marketing campaign aims at using aspirations. In the on-air mode, where the show will be taken across Zee Network, the channel is looking at Zee’s core TG, which is the female audience. In addition, the radio medium will also be used.
Explaining more on this, Tarun Mehra, Head Marketing, Zee TV, said, “That is the target that is coming on the Zee Network in any case and we are trying to build the incremental viewer via our off-air, where we are targeting the youth and the mail TG.” For the off-air, the channel is taking bother outdoor and print in a big way – focussing on the main metros.
Another set of efforts will be seen in the on-ground, where double-decker buses have been chartered and bus shelters and station branding have been undertaken. Mehra explained that the first two episodes of the show itself would be used for building up further hype. He said, “The first two episodes are going to take the viewer the whole journey of applicants becoming participants. From the third episode on, the show goes on an interesting end, when tasks like giving a participant a stall to run or giving them a rupee and spending the day in the city, would be assigned.”
Zee TV has also induced an element of interactivity on the show, wherein viewers can vote on who the winner would be. The winning viewer stands to win a prize from Zee, but the viewer votes will not play any role in the show getting its ‘Baazigar’ – that would completely be in the hands of the jury, which comprises Zee Telefilms Chairman, Subhash Chandra, among other names like Passionfunds CEO, Mahesh Murthy, and Prof Anil Gupta of Indian Institute of Management.