Home >> Media-TV >> Article

Zee Music revamps programming strategy, goes live

21-February-2004
Font Size   16
Zee Music revamps programming strategy, goes live

Music channels are gearing up for another battle. The wrestle for ratings is on, and Zee Music has decided that it is time to contest rival music channels. Accordingly, the channel has embarked on an aggressive revamp campaign – four new programmes, six new VJs, and a hard-hitting advertising blitzkrieg. The channel has also lined up for the first time in India ‘live programming’, the duration of which would be ramped up from the introductory two hours to twenty-four hours shortly.

The tone of nearly all the music channels revolves around a hip-hop western outlook, with a music mix of 70% Indian and 30% Western. What would differentiate Zee Music from the others? “We are all set to launch a live interactive music show that would be the first of its kind; other music channels only show pre-recorded shows,” explained Niyati Shah, Programming and Brand Head, Zee Music. (Phone-in shows on MTV and [V] are pre-recorded even though they appear ‘live’, according to Zee Music). “Our effort would be to ramp up the live shows to at least three-four hours a day soon, and to twenty-four hours in a few months time,” she continued.

By February-end, a studio in Noida will start beaming live shows, getting popular artistes like Shaan and Sonu Nigam to play requests, making it the first music channel in India to do live shows. Six new VJs have been lined up to infuse pep and energy into the shows: Roob, Parimal, Manish, Vishal, Karan and Adita. The new programmes to hit the air include ‘Please toh play’ (a one-hour live show), ‘Signs,’ ‘Item Bomb,’ and ‘Imported.’

Although Bollywood and Indipop music would dominate the music mix, about 10% would comprise international music. Additionally, Zee Music has an advantage over other music channels because of their vast library of films that it can draw upon – a whopping 74%.

Hoardings proclaiming that Zee Music is the “Sound of Music” would start appearing soon but a bigger splash across media is expected. According to Shah, close to Rs 10.5 million would be spent on the promotional campaign next month, which would cover outdoors, the electronic medium and radio. Moreover, since Zee Music is positioning itself as the total music channel, in contrast to competition that is “either a youth channel or an imitation”, Shah feels that an aggressive strategy is bound to spell success.

Shah pointed to the positive response from advertisers. “Advertisers have been very positive. We have clinched deals with 15 brands; there are still a few in the pipeline, and in a year’s time we should be able to have all the major ones,” she said. In its re-invented form, Zee Music has put together all the necessary ingredients – new faces, new programmes, and a lot of music. Will this call to arms draw blood? Rival music channels have never regarded Zee Music as serious competition. The fun would begin if Zee Music delivers, and they are strained to respond to its war cry.

Stuart Bowden talks about purchase journey, the revised version of Cannes Lions, Wavemaker India’s performance and a lot more

Emery says everything that Unilever CMO Keith Weed says has a touch of genius. He also talks about his expectations from Cannes, WPP without Sir Martin Sorrell and his love for Mindshare India.

In an interaction with exchange4media, PC Musthafa, CEO & Co-Founder iD Fresh Food shares how the brand deals with competition and marketing strategies followed by them.

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

right
left
EXCHANGE4MEDIA’S LOUDEST.IN HOSTS INAUGURAL EDITION OF MUSIC INC. IN MUMBAI EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES BSNL & CALL2ACTION COMMUNICATION INDIA LAUNCH MOBILE ADVERTISING PLATFORM, INFOMO IN NEW DELHI CHILDREN’S RIGHTS ACTIVIST KAILASH SATYARTHI LAUNCHES BOOK ‘EVERY CHILD MATTERS’ SENIOR JOURNALIST VIJAY TRIVEDI LAUNCHES BOOK ‘YADA YADA HI YOGI’ BASED ON YOGI ADITYANATH EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES MARK TULLY, OTHER JOURNALISTS HONOURED BY MUMBAI PRESS CLUB AT ANNUAL REDINK AWARDS TALENTED YOUNGSTERS GET TO PRESENT THEIR WORK BEFORE STALWARTS IN THE AD INDUSTRY INDIA RADIO FORUM 2018 RECOGNIZES EXCELLENCE IN RADIO INDUSTRY OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI

A total of 183 advertisements were picked up by ASCI’s Suo Moto surveillance

Communication experts say that the recent Airtel controversy on Twitter is a lesson for consumer-facing brands to rejig their customer support and make it more apt for social media

The movie has been trashed by critics and movie-goers alike. We find out how this dents the brands associated with the movie.