Zee TV is launching its separate encrypted broadcast beam ‘Zee TV International’ for the Middle East, Pakistan, Bangladesh and Nepal markets today. This is in addition to the current beam, which covers India.
According media analysts the Zee International beam is being launched to tap the large advertising potential of these markets and enhanced pay revenues. The beam can be configured to take advantage of the prime time in the Middle East and South Asia, with the intent of providing customised programming. This would help Zee to monetise all 24 hours of its programming for airtime slots from these markets.
Till now, Zee TV has been accepting advertising from these markets only in its late prime (post 11 p.m.) time slots.
The separate beam allows tailor content to coincide with prime time in different markets, while concurrently valuating airtime inventory at locally relevant and competitively attractive rates.
The channel will consider some content customisation of the beam. Market relevant programmes in Bangla, Punjabi and Urdu would be added and some of the movie content would be enhanced in future as Indian films have a high fan following in all these markets.
Source: Business Standard