GECs

Marathi TV: The BTL surge

Published

12 years ago

September 27, 2013

MUMBAI: While shows such as Bigg Boss and Dance India Dance are capable of drawing eyeballs on their own steam, they owe their popularity, at least in part, to extensive marketing and promotion undertaken by the Hindi GECs in question.

Contrastingly, the Marathi GEC space is not too well known for going aggro on advertising, however, there’s one element of the marketing mix which even these channels resort to frequently in order to connect with its audiences.

Viacom 18 EVP and ETV Marathi business head Anuj Poddar says, “On-ground activities integrate elements of emotion, logic, and general thought processes to connect with the consumer. The goal is to establish the connection in such a way that the consumer responds to the show offering at both an emotional and rational response level.”

Poddar gives the example of Kon Hoyil Marathi Crorepati(KHMC), ETV Marathi’s flagship programme, which garnered high views. He says a KHMC van with a ‘hot seat’ travelled to 90 markets in the state, with people getting an opportunity to experience the thrill of being in the coveted seat answering questions.

On the other hand, Zee Marathi, which leads the genre, has on-ground activities weaved into its shows such as Home Minister, which is entering its tenth year and involves meeting women in their homes on a regular basis; Aamhi Saare Khavaiyye and Madhali Sutti to name a few. During rainy season events are conducted indoors while during other times they are outdoor.

Zee Marathi claims to have touched all of Maharashtra’s prime markets, whereas ETV is looking to expand its on-ground activities, mainly in towns and villages. Both the channels undertake these activities on its own. Zee Marathi says the local part is taken care of by local agencies such as booking places.

Most of the times, the cast also accompanies in such activities for which they are also paid. “The casts of the shows are a major crowd puller and play an important role in driving audience for any on-ground activity,” says Poddar.

“Our audiences don’t sit in Mumbai and Pune and so, our on-ground activities are targeted at other towns,” points out Poddar, adding that the channel is currently into on-ground operations for its upcoming dance show, Mhanjech Assal Dancer (MAD).

“On-ground activities, especially experiential marketing, will play a pivotal role in all marketing campaigns as we move from mere product attribute communication to focusing on delivering experiences that develop relationships and bonds that enable brands to grow over time,” he adds.

It turns out ETV devotes 10 per cent of its entire marketing budget to on-ground. Zee Marathi refused to comment on how much it spends on below the line activation. Sources however peg total on-ground expenditure at around Rs 3-5 crore per annum. Again, the expenditure may vary depending on the scale of the show.

Zee Marathi business head Deepak Rajadhyaksha is of the opinion that the impact of on-ground activities is almost always visible. “We get to understand what people like and don’t like as well as the impact of the channel. Viewers give us a clear picture.” All marketing activation of the channel is done under the brand name Utsav Natyancha, involving games, acts and prizes along with discussions. Utsav Natyancha’has travelled to more than 11 towns across the state, claims Rajadhyaksha. He discloses that the channel resorts to close to 15-20 BTL initiatives each year. ETV Marathi says that it selects locations on the basis of viewership contribution as well as market classification.
People participating in the KHMC activity, organized by ETV Marathi

Madison COO Karthik Lakshminarayan says that more than the Marathi channels Hindi TV channels normally go into a greater overdrive on this front and hence get a lot more visibility amongst lay consumers. “Such activities create a lot of buzz for the TV channel and show,” is Poddar’s stated view.

So what happens once an event is done? “We conduct a survey by distributing forms to people asking them about the show,” says Rajadhyaksha. During the course of the event, games are conducted in which contestants are asked questions pertaining to the channel’s shows after which winners get prizes. All contact details of the people is piled into a database and they are informed and invited the next time Zee Marathi does an event.

Same goes for ETV Marathi. Feedback from an event is used in the next event they undertake. Regular mailers, SMS updates, Facebook uploads and Twitter tags are used to build curiosity among the viewers.

“What such kind of marketing does for the channel is that it gives it an opportunity to tailor messages in a personal manner. It also gives marketers valuable insights into their ROIs,” says Poddar. So while print, TV and radio form the main chunk, channels seem to be waking up to the possibilities offered by on-ground as a critical component of reaching out to consumers. Marathi TV appears to be on the road to getting the fourth ‘P’ of its marketing mix right.

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GECs

Aparna Ramachandran joins Zee as EVP and head of network digital

Published

1 week ago

January 29, 2026

indiantelevision.com Team

MUMBAI: Zee Entertainment Enterprises Limited has appointed Aparna Ramachandran as EVP and head of network digital, signalling a sharper focus on strengthening its digital and streaming ecosystem.

Ramachandran joins Zee from Balaji Telefilms, where she served as head of digital originals, leading content strategy and production for the company’s digital platforms. She announced the move on LinkedIn, marking a new chapter in her career spanning more than 15 years across media, entertainment and technology.

Her professional journey includes senior roles at Viacom18 Media, Viu, FremantleMedia, Miditech, BigSynergy, BBC Worldwide, CNBC-TV18 and Bloomberg UTV. She began her career in 2005 as a software engineer at Infosys before transitioning into media and digital content leadership.

With experience across streaming media, broadcast television, content development, digital strategy, project management and video production, Ramachandran is expected to play a key role in shaping Zee’s network-wide digital growth and content innovation.

GECs

Zee TV launches on Samsung TV Plus with live German subtitles

Published

1 week ago

January 27, 2026

indiantelevision.com Team

London: Zee Entertainment has launched its flagship Zee TV as a live FAST channel on Samsung TV Plus across Germany, Austria and Switzerland, marking a first for South Asian television in Europe with round-the-clock live German subtitles.

The move takes Zee TV beyond its core diaspora audience and into the German-speaking mainstream, offering dramas, reality shows and family entertainment without subscriptions or language barriers. For FAST platforms, it sets a new benchmark in accessibility and scale.

Amit Goenka, president, international and digital businesses at Zee Entertainment, said the launch marked a turning point in the company’s global strategy.

“Zee TV Germany is a flagship launch and a defining moment in our journey to make entertainment truly borderless. By going live on Samsung TV Plus with 24/7 German subtitles, we are breaking language barriers and setting a new international benchmark for FAST streaming,” he said, adding that the partnership reflects Zee’s ambition to lead the FAST revolution through innovation and technology.

The rollout builds on the strong regional presence of Zee One and Zee5, both of which have cultivated loyal audiences across the DACH markets. The live FAST model now closes long-standing access gaps, particularly for younger diaspora viewers and first-time German-speaking audiences.

Samsung TV Plus said the partnership deepens its content portfolio in the region. Benedict Frey, country lead DACH and Benelux at Samsung TV Plus, said the addition strengthens its South Asian offering while widening appeal.
“Launching flagship Zee TV on Samsung TV Plus brings even more premium South Asian entertainment to our customers. Making this content available with live German subtitles is a meaningful step in serving diverse audiences and enriching the viewing experience,” he said.

Samsung TV Plus is Samsung’s free ad-supported streaming service, offering hundreds of live channels and on-demand titles across Samsung TVs, Galaxy devices and smart monitors.

Zee already commands a strong digital following across Germany, Austria and Switzerland, with social platforms engaging hundreds of thousands of viewers. The live FAST launch is expected to amplify reach and drive appointment viewing at scale.

Zee TV is now available exclusively on Samsung TV Plus in Germany on channel 4210. With this launch, Zee TV Germany becomes the group’s ninth channel in Europe.

The signal is clear: FAST has gone mainstream—and Zee has arrived early, translated and ready to scale.

GECs

Sri Adhikari Brothers officially rebrands itself as Aqylon Nexus

Published

1 week ago

January 27, 2026

indiantelevision.com Team

MUMBAI: Sri Adhikari Brothers Television Network has formally adopted a new corporate identity, rechristening itself Aqylon Nexus Limited after receiving clearance from the ministry of corporate affairs.

The company has informed the Bombay Stock Exchange that the MCA has approved the change of name, with effect from January 23, 2026. The update was disclosed in compliance with Regulation 30 of the Securities and Exchange Board of India’s Listing Obligations and Disclosure Requirements Regulations, 2015.

Confirming the approval, the company said the ministry had cleared the transition from Sri Adhikari Brothers Television Network Limited to Aqylon Nexus Limited following the necessary regulatory process.

Aqylon Nexus said it has begun the formal exercise of replacing the old name across statutory filings and regulatory records. The broadcaster added that it is coordinating with relevant authorities and departments to complete the transition.

Under Section 12 of the Companies Act, 2013, the MCA has directed the company to continue displaying its former name alongside the new one for a period of two years.

Founded in 1994 and based in Mumbai, the company has been a long-standing presence in India’s television and content ecosystem. The rebrand reflects a repositioning effort as the media and entertainment sector undergoes rapid consolidation and structural change.

The legacy name remains on paper—for now. The business, however, is clearly turning the page.