Zee Telugu is on a par with Tamil in terms of time spent : Anuradha Gudur, Zee Telugu

The channel re-branded itself to verbalise what it stands for to its audience and partners

by Akshata R Murthy
Published - Jan 24, 2018 8:53 AM Updated: Jan 24, 2018 8:53 AM

With most of the regional properties under the umbrella brand of Zee Entertainment Enterprises Limited undergoing re-branding, Anuradha Gudur, Business Head – Zee Telugu and Zee Cinemalu, ZEEL, spoke about the Telugu GEC of the group, the idea behind this new brand identity and subsequent plans. Excerpts:

Most of Zee’s properties from the regional side are undergoing re-branding. Can you please tell us more about the rebranding at Zee Telugu?

Zee is celebrating 25 years of its launch while we at Zee Telugu are celebrating 12 years. We are the first south GEC. The idea behind the re-branding was that whatever content we’ll be providing to the audience, which is very significant and has grown multi-fold, has not been verbalised by stating what we stand for as a channel. The whole re-branding idea was not to have a new template with a certain colour or reaching out with the graphics or something but the idea was to actually verbalise our stand that as a channel we’ve always been progressive, we’ve been young, innovative and different.

How did this have an impact on your consumers, advertisers, stakeholders and partners?

It is usually said that the television industry is not progressive and does not welcome change. The brand refresh has evoked, be it with Samantha (brand ambassador) or the new identity, all our other partners, on-air and off-air.

Can you tell me something about the present scenario of the GEC market in the Telugu industry?

See, we are a state that has huge penetration and high consumption. We are on par with Tamil in terms of time spent. As a market it is a good space to be in but all the channels are more or less in the same space. That is a challenge but an interesting one.

How is Zee Telugu’s performance compared to its competitors?

When we entered this space, there were players like Gemini already there, standing tall. They had a very strong grip in the market regionally. We wanted to pitch our content which was very differential. We’ve always had different content like ‘Saregamapa’ and others. And this out-of-the-box content was just the beginning and we have continued our journey in the same manner. We’ve always had that edge of doing something extra that was not done by the other channels. In fiction, most of our protagonists are very young. We do not have any content which resonates with anything that is recollected in any form. That has helped us throughout our journey and we will continue to be that way. Whenever we have festive special programs, it reaches out to an audience of all age groups from a 60 year old grandmother to a young girl, so we have a huge connect. We make sure to connect it to the entire family and not just to one person or age group.

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