ITV

Tag: Zee Q

  • Da Vinci Learning, a hurdle away from launching

    Da Vinci Learning, a hurdle away from launching

    MUMBAI: It was in October last year that the news of one more edutainment channel – Da Vinci Learning – hitting the Indian shores broke.

     

    Since then, it has been a long wait for the channel which is still waiting for its license.

     

    With two other ‘edutainment’ channels – Zee Q and Discovery Kids – already on air, the channel didn’t let the wait period go futile. This one year it has primarily focused on the channel’s pre-marketing activities. One of the first activities was the channel’s partnership with DTH operator Airtel DTH and MSOs Digicable and Siticable to give viewers an opportunity to sample its content portfolio.

     

    “Recently, we initiated an activity, basically in print, where our content was inserted in activity papers printed by ‘Primary Plus’, which has tie ups with 2000 schools across India. The objective has been to reach out to our core TG through all mediums possible and showcase the wonderful world of Da Vinci Learning to them,” says the channel’s country manager Mohit Anand.

     

    The channel is hoping to get the license by the end of August, though it is still hesitant as it all depends on the new government. “If we are able to secure our license in August then we are confident that we will be able to launch our 24 X 7 channel by early October,” optimistically says Anand.

     

    Last year, when the launch announcement of the German media company Da Vinci Media GmbH launching a channel in India was made, it was in the initial stage of completing all the legal and other statutory compliance. 

     

    It has crossed two of the three stages of government approvals. “We have successfully received Foreign Investment Promotion Board (FIPB) approval (which was stage one) and subsequently established out wholly-owned subsidiary (second stage) and brought in the requisite funds as per the FIPB approval into the country. Post this we have applied to the Information & Broadcasting Ministry, Government of India, for a broadcast license,” elaborates Anand.

     

    The edutainment channel, targeted at kids in the 6-12 years age group, will offer knowledge-based programmes in an engaging manner. Currently, the focus is on the top 12 metros and will be available on digital platforms only across leading DTH players as well as MSOs.

     

    The channel will be in English, however, it is also evaluating other languages in India so that it can have a certain number of shows in vernacular languages to relate to a variety of its TG.

     

    To keep the buzz alive, it organised its first pre-launch event in the national capital on 12 July, where it aimed to familiarise the viewers to the world of learning through innovative live experiments, fun pool games and interactive quiz activities for kids as well as parents. Similar activities will be held in Mumbai and Bangalore, soon.

     

    It has partnered with Fourth Dimension which will handle the complete ad sales for it including the entire gamut of operations as far as ad sales is concerned right from conceptualisation to execution. For creative duties, it will be done in-house as the company follows it globally. Talks are still on to finalise on the media agency.

     

    “Apart from that, almost all the activities that we do across other markets will be replicated here in India as well,” informs Anand.

     

    Launched world-wide on 15 September 2007 by its parent media company Da Vinci Media GmbH – the edutainment channel – is aired across 29 territories in 15 different languages.

  • KVS Seshasai to take over as Zee Learn CEO

    KVS Seshasai to take over as Zee Learn CEO

    MUMBAI: In a BSE announcement, Essel Group’s educational company Zee Learn has informed that its current CEO Navneet Anhal will be stepping down. KVS Seshasai who was previously with Reliance Brands will take over as Zee Learn CEO from today (6 January).

     

    Anhal has been with the company since 2008 as business head of Mount Litera Zee School and was elevated to the positions of COO of Zee Learn in 2012 and to CEO in 2013.

     

    Seshasai has over 15 years of experience at Trent, Tata administrative services and Wipro Infotech. At Reliance Brands he was business head of Kenneth Cole and Thomas Pink.

     

    The kids channel Zee Q is also a part of Zee Learn that caters to children in the age group of 4 to 14. Zee Learn is involved in children’s education through a number of pre schools and schools.

  • Zee Q, Discovery Kids to get competitor

    Zee Q, Discovery Kids to get competitor

    MUMBAI: One more edutainment channel – Da Vinci Learning – is prepping to hit Indian shores next year.

     

    Come late Q2 or Q3 next year, the children’s entertainment space will see a new player – Da Vinci Learning.

     

    Launched world-wide on 15 September, 2007 by its parent media company Da Vinci Media GmbH – the edutainment channel – is aired across 29 territories in 15 different languages.

    It takes time to reap results and we will do whatever it takes to reach out to a large number of people, says Mohit Anand

     

    So what brings it to Indian shores? “The Indian television industry is dynamic and growing, and our philosophy has been to spread knowledge,” replies Da Vinci Learning country manager Mohit Anand, adding that the channel believes today’s children are far more curious and plans to cash in on this quality.

     

    With at least two other ‘edutainment’ channels – Zee Q and Discovery Kids – launched just last year, won’t it be an up-hill task for Da Vinci Learning?  Anand shrugs off the implication saying: “We believe in learning in a fun way and not many channels do so in the kids’ genre. We are an edutainment channel and today, there aren’t any products which use the TV medium to enhance kids’ desire to learn. And this is what will distinguish us from the rest.”

     

    With its content a mix of animated and non-animated, not ruling out a documentary-style, everything will be done in a manner so as to attract kids. The channel will target not only children in the age group of 6-14 but also parents since it’s a family-based one.

     

    With most channels today having regional counterparts or feeds to reach out to the maximum number of viewers, will Da Vinci Learning follow suit?

     

    “When you study Newton’s Law, do you do it in a regional language or in English?” counters Anand and adds, “Information about the kind of subjects we are talking about, even in vernacular mediums, is primarily in English. Having said that, we are definitely evaluating the need to have regional languages – something we’ve found in the course of our research as well.”

     

    While Da Vinci Learning will premiere in English and Hindi next year, Anand is quick to point out: “We will not shy away from launching in a regional language if the need arises because we want to reach out to as many people as possible.”

     

    Otherwise an ad-free channel running on the Pay-TV model, in India however, the channel will incorporate ads.

     

    Reasons Anand: “The channels have to depend a lot on ad sales for revenue, but with digitisation, the subscription revenues are heading in the right way. Over the years, we will see less dependence on ad revenue. Also, the kids channels might be the third-largest viewed (almost 11 per cent) category but has a way smaller share in the whole ad pie. Hence, with kids becoming key influencers and the channel being uniquely different, there will be advertisers who will want to associate with us.”

     

    Though the subscription rate hasn’t been decided yet, Anand says: “It will be within the dynamics of the market,” quickly adding, “We still have to decide though whether we will start with a certain subscription charge or decide to go free for a certain period to let viewers know what the channel is all about.”

     

    To be available on digital platforms, the channel is already in talks with various DTH players.

     

    Meanwhile, a city-based media planner isn’t too hopeful that Da Vinci Learning will be able to get a lot of viewers if it comes with a subscription rate attached. “It will be able to gather interest in metros and tier II cities at best but overall, it will find it difficult to garner viewers. However, it is good that such a channel is entering the market,” he says.

     

    Marketing-wise, the channel plans to concentrate on activations as it believes it will be able to capture families in malls, museums and zoos. There will be on-air promotions, print and OOH as well. “Around 90 days prior to the launch, we will start with all the buzz and hype about the channel,” says Anand, adding they are still in talks with creative and media agencies.

     

    Asked about investment, Anand says apart from the minimum network requirement of Rs 5 crore, which is mandatory for a broadcast license, the channel will do whatever it takes to be successful as it is here to stay. “It takes time to reap results and we will do whatever it takes to reach out to a large number of people,” says Anand.

  • Zee TV America introduces kids programming, for the back to school season

    Zee TV America introduces kids programming, for the back to school season

    NEW YORK: ZEE TV America launches new kid’s programming in the USA. An array of four edutainment programs catered to South Asian children and teens makes learning a fun experience. The kid’s band began Tuesday, September 3rd and is scheduled to air Mondays to Fridays at 5:30p ET.

    The new kids programming is part of the ZEE Q brand and is targeted towards 4 – 14 year olds. The week-long spread of programs includes Brain Caféon Mondays, which showcases scientific concepts, theories and experiments. Teenovation on Tuesdays provides an inside look on recent innovations by children all over India. Airing on Wednesdays and Thursdays, Wordmatch is perfect for those aspiring to be the next spelling bee champion. Fridays will bring you Shabaash India.

    Sameer Targe, General Manager of ZEE Americas said, “This step is in continuation of our effort to expand our viewership. We saw a strategic need-gap in the younger demo and took the opportunity to introduce kids’ programming. The challenge was to differentiate from the regular children’s programming that is available on American Television. Our kids programming is not just entertainment but it’s edutainment. ”