TV has become the greatest unifier during COVID: Prathyusha Agarwal, ZEEL

The network announced the comeback of its fresh content on July 13 through an innovative partnership with leading consumer packaged good brands

e4m by exchange4media Staff
Updated: Jul 14, 2020 8:50 AM

Zee Entertainment Enterprises Ltd (ZEEL) announced its content comeback through an innovative partnership with leading consumer packaged good (CPG) brands. The network collaborated with brands succh as Nestle Maggi, Amul Lassi, PepsiCo, Red Label, Cadbury Dairy Milk and ITC Dark Fantasy and asked the nation to gear up for July 13 when the daily content on Zee TV along with four other HSM channels, &TV, Zee Marathi, Zee Yuva and Zee Punjabi, came back.
In a virtual roundtable, Prathyusha Agarwal, Chief Consumer Officer, ZEE Entertainment Enterprises Limited, shared the philosophy behind the campaign and content strategy going forward for the channels.
Speaking about the campaign, Agarwal shared, “Television has become the greatest common unifier during COVID times, with families turning to television for hope, solace and escape from the outside world and also to connect with the outside world after they have to practise social distancing.”
She further added, “When we started this work, we were doing our consumer research to understand the mood of the nation and what our brand partners, customers are experiencing during this time. What are they wanting at the end of this? We were tracking in April and the sentiment was that ‘we need to protect ourselves’. As we moved towards May, we saw that the predominant sentiment was 'how to get out of this and bring back life to normal?' We as a brand have always been about coming together to make extraordinary happen, and that was the brief we shared with our partnered agency and we came back with an extraordinary partnership.”
"With this campaign, Zee brought together some of India’s most loved brands in an extraordinary partnership, celebrating the coming together of viewers, partners and our fresh episodes with the promise #BanegiBaatSaathSaath- an ode to the entire TV industry coming together to entertain its viewers. Zee strongly believes that the challenges we all faced in the first half of 2020 are just like a twist in the tale before the interval and when we all rally together, we can achieve the impossible and create an extraordinary second half," she said.
“The teaser was launched in Mumbai and Delhi and the content of all our shows and each channel comeback was revealed across 21 cities. The idea was a twin strategy where we wanted to do a teaser in Mumbai and Delhi and take it to the digital medium where reach would go across the country and later the reveal goes on in the rest of the media,” shared Agarwal.
With a three-month long wait, viewers have been eager to see some of their cherished stories and characters coming back with their daily dose of fresh episodes. While channels like Zee Bangla, Zee Kannada, Zee Sarthak, Zee Keralam, Zee Telugu have already started and are entertaining viewers in regional markets delivering around 100+ hours of content per week, the 4 HSM channels – Zee TV, &TV, Zee Marathi and Zee Punjabi-- went live on July 13.
Speaking about the content strategy, Agarwal said it was important to know what viewers were feeling and missing and not what they were watching during this time. "What are the predominant emotions that got discovered during this time. The attitudes have changed, the behaviours have changed. There was an explosion of TV consumption; it moved up as high as 35 per cent. We did predictive analysis along with Nielsen, and interestingly, the biggest variable that was dictating is: people at home versus people stepping out for work. So that gave us what's going to be the available audience as we are moving into unlock 2.0. People spending time together is a big behavioural trend that got established with COVID.”
"During COVID, the families have come together, and given that the consumption unit is going to be a family, there is a lot more emphasis on some of those elements in our tracks," she informed.
"Also, there is really a large amount of anxiety on how will I come out? what will I do etc?,Here, we are looking at (showing) that we will overcome this difficulty together which will also be seen in our tracks. Also, comedy as a genre acts like an antidote. We have really worked on seeing how do we infuse that into our characters' tracks and new stories," she added.

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