MUMBAI: Taking a step towards fostering curiosity amongst children through fun and entertainment, Indian media conglomerate Zee Entertainment Enterprises Ltd (Zeel) forayed into kids television in 2012 with the launch of ZeeQ.
The aim was to gain a foothold in a genre that was mostly dominated by foreign networks like Disney, Nickelodeon and Turner at that point of time. Zeel MD and CEO Punit Goenka during the launch mentioned that ZeeQ is an effort towards children learning in a safe environment.
Now, three years since launch, the channel has undergone a major revamp. Kids is number three priority genre in Indian television and has high viewership not only among children but parents as well. Keeping this factor in mind, the channel has launched new programmes targeting SEC ABC 4-14 years.
Additionally, the channel has been on an upward swing as it witnessed a 35 per cent revenue growth quarter-to-quarter basis.
Now with summer kicking in, the time is just right to engage with the TG. Beginning 13 April, the channel launched a slew of 14 new shows across comedy, action and art and craft.
When queried by Indiantelevision.com on the reason behind the revamp, ZeeQ brand and communications head Ashwin Sashital explains that like every other kids channel, its focus is on providing entertaining content during summer vacations. As per the trend, kids also prefer to view local content, he informs.
Going the local way, ZeeQ launched two locally animated comedy shows – Bandbudh Aur Budbak and Pyaar Mohabat Happy Lucky along with a locally produced DIY show – The Art Room.
To support the locally produced shows, the channel has a host of licensed properties like Burka Avenger, Shakimaan, He-Man, Sarah and Duckand Dino Paws to name a few.
Barring two shows – Dinosaur Train and Zou, the entire content on the channel will be new. ZeeQ will launch new episodes of these shows, which are working well for them. Sashital says, “With the new high-concept shows on board, the ethos of the channel still stays healthy entertainment for the kids. We have designed shows where parents can trust their kids to watch without supervision. For example, shows like The Art Room, which engages the kids in the art and craft genre and Burka Avenger, which addresses girl education etc. These programmes lay emphasis on knowledge, values and life skills in a very engaging way.”
Unlike some players, who take feedback from their TG before a revamp exercise, ZeeQ did trend analysis based on TAM research data.
While on the one hand, weekdays will be filled with new shows, weekends will be more for catch up stacked episodes and movies. Sashital says, “We have additional seasons of most of the shows and we will take a call depending on the response as to when they will launch.”
To gain traction for its new shows, the channel has launched an extensive marketing campaign, which will be spread over a period of three months in the Hindi Speaking Market (HSM). The channel has started the rebranding with an extensive TV campaign on Zee network and other select channels.
As part of the audience outreach programme, ZeeQ will organise on-ground activities and school contact programmes etc. based on the new shows. The channel is partnering with leading media houses for focused above the line (ATL) and below the line (BTL) promotional activities.
“Activation plays a very critical part in engaging with kids. Summer workshops, school contact programs and mall activations are our key areas for promoting the shows and channels. About 60 per cent of our marketing budget is skewed towards activation,” concludes Sashital.
