As the financial year nears a close, Zee Entertainment Enterprises Ltd (ZEEL) is geared for the next fiscal. The organisation, under the guidance of Joy Chakraborthy, Chief Revenue Officer – ZEEL and COO – Niche Channels, has decided to increase its advertising rates across all Zee channels by 10-18 per cent.
Chakraborthy belongs to the school of broadcasters that firmly believes television is still grossly underpriced in India. He explained, “In the last few years, a whole generation of newcomers had their impact on the market, and have affected advertising rates. Given the multiplicity of choices, rates were pulled down. But now we have steadily moved to a scenario where most, if not all, channels are going full inventory. The only way to grow advertising revenue is increasing advertising rates.”
Earlier this week, the Sun Group had announced a hike in its ad rates. For television medium in India, 2010 had seen a 25 per cent increase in advertising revenues. The mood in the industry needless to say appears upbeat. As the deal renewal period nears, announcements such as these are another indicator of the buoyancy in the market.
Chakraborthy added, “The mandate for and for everyone in my team is that every deal we do has to be better than the last deal – it can be five per cent or 25 per cent depending on the client and our offer but it has to be better. This is one of the reasons why the Network has been able to grow.”