Financial Daily from THE HINDU group of publications
Thursday, Jun 05, 2003
Financial Daily from THE HINDU group of publications Thursday, Jun 05, 2003 |
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Marketing
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Strategy Zee TV plans Hindi biz news Nithya Subramanian
NEW DELHI, June 4 IT'S finally official. Zee Telefilms has applied to the Government seeking licence for a 24-hour Hindi business news channel. Speaking to Business Line, Mr Laxmi Goel, head of Zee News said, "We have applied for a licence from the Government and hope to put up the channel when the Conditional Access System rolls out." The channel is going to be free-to-air and will be part of the basic tier. Though the channel would be a niche channel, Zee is confident that there will be enough viewers for it. The 24-hour business news channel will be a Hindi channel and will be targeted at the masses, along the same lines as Zee News, the general news channel, Mr Goel said while ruling out the possibility of launching an English news channel or a regional language news channel. However, for the present, the focus is on Zee News. With the launch of a host of news channels in India in the last few months, Zee News is busy beefing up its content. Programmes such as Crime File — which tracks down the latest crime-related happenings, Zee Follow up — a show that tracks news and events that became headlines but have since been forgotten, Hindustan Hamara — a one hour special bulletin on what happens in various big and small cities and News Top 10. The channel claims that its viewership has been on a rise and this is because it has been able to connect with the audiences. Zee News had a channel share of 50 per cent for its special called Mission Akshardham. On the advertising front, Mr Goel said the channel has been attracting a number of advertisers. But media planners said that the news channels market is fragmented with Aaj Tak continuing to attract large advertisers. "Though Zee News has a good number of clients in its kitty, but it has to compete with Aaj Tak and NDTV. NDTV has managed to get advertisers on both its English and Hindi news channel, though the Hindi channel has been slow in taking off," said a Delhi-based media planner.
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