ITV

Tag: Zee Rajasthan Plus

  • ZMCL drops ‘TEN’ format, switches to full news

    ZMCL drops ‘TEN’ format, switches to full news

    MUMBAI: Almost a year ago, Zee Media Corporation (ZMCL) had come up with a strategic idea to monetise its regional news channels. A concept called ‘TEN’ was introduced, called terrestrial entertainment network that meant half of the channel’s content would have news while the other half would focus on entertainment.

     

    Now, the network has decided to revert to its old formula of sticking to just news and hence, put an end to the ‘TEN’ format. The channels namely Zee Rajasthan Plus (Marudhara) for Rajasthan,  Zee Purvaiya for Bihar & Jharkhand, Zee Kalinga for Odisha, will no longer air any show pertaining to entertainment.  Zee Purvaiya and Zee Kalinga were launched early this year while Zee Marudhara was launched in July, last year.

     

    Erstwhile ZMCL CEO Alok Agrawal, who recently moved to Network18, had said in an earlier interaction with indiantelevision.com that the investment gone into these ‘TEN’ format channels was more than a pure news-focused channel and it had potential. However, now sources from the network say that it is looking at saving some costs as well as bringing synergy between its channels.

     

    Even though the ROI and plans are being worked out, the channels are preparing to go 24X7 news oriented. Zee Punjab/Haryana/Himachal which also runs similarly on the TEN network will have more news, in a few days. Zee Purvaiya will end its entertainment shows from 20 July while Zee Kalinga and Zee Marudara will follow the same from August.

     

    The entire look and feel of the channels will also undergo a makeover to suit the programming change and will soon be followed by a marketing campaign, plans for which are in the making.

     

    Recently, Zee UP/Uttarakhand which was rechristened Zee Sangam also dropped the TEN format and went on to be a national channel with a focus on UP.

  • Zee Media drives into Rajasthan

    Zee Media drives into Rajasthan

    MUMBAI: When Zee group chairman Subhash Chandra, launched India's first private Hindi general entertainment channel way back in the early nineties, he named it so because he wanted it to be the ultimate provider of entertainment to Indians the world over. Now the group is taking that vision a step further. 33 channels already under its belt and it is all set to add to that tally with a few new ones. Among the first of these is the regional offering: Zee Rajasthan Plus.

    CEO Alok Agrawal says that with the new venture, Zee is attempting to portray Rajasthan's rich culture on the channel

    The channel, which is under the umbrella of Zee Media Corporation Ltd (ZMCL), will have an equal balance of news and entertainment and is being bundled under something its CEO Alok Agrawal calls the "terrestrial entertainment network (TEN)."

    "Agreed, that the investment needed for it is going to be more than that needed for a general news channel," says Agrawal. "But it's something we believe has a lot of potential." Sources indicate that the Zee Media management has kept aside about Rs 15-20 crore per annum for the channel.

    Headquartered in Jaipur and headed by regional head Purushottam Vaishnav, it is targeting the Hindi speaking audiences in India with a programming mix in Hindi and Rajasthani dialects and is set for a launch on 31 July. With the slogan 'mera shaan mera abhimaan', the channel plans to integrate many genres in one channel with 'something for everyone.'

    Its entertainment offering will have both fiction and non-fiction shows touching on a bit of travel, automobile, real estate, shopping, food, and investments. Its news programming slate will have both half hour shows and smaller news bulletins covering regional, national and international developments and will be fed by news bureaus and news representatives and crews in almost all major Rajasthani cities (even at the block level). Its existing infrastructure for the various Zee News channels will, of course, be of great help.

    "Rajasthani people are very proud of their culture and we are going to reflect that in our channel," says Agrawal. Its target audience ranges from children to the elderly with specific shows for each during the day.

    The weekend will have more feature shows and a lunch time movie will be telecast which is either set in the state or about the local people. Additionally, popular shows from the Zee group's catalogue are to be be telecast for a few weeks but in due course, original commissioned and localised programming, keeping the state's vibrant culture in mind, will be added to the FPC, reveals Agrawal.

    A big bang marketing and promotional campaign has been planned post-launch. It includes promos on the Zee TV network channels, billboards, radio, print, online and below the line activities in Rajasthan. Agrawal proudly says that pre-teelcast more than 50 brands – both local and national – have signed on, taking advantage of the inaugural ad rates which are on for a limited time.

    Zee Rajasthan Plus is being beamed off Asiasat 3S (105.5 degrees east) and will be available free during a six month preview period on both cable TV and satellite, following which the plan is to go pay, explains Agrawal."The idea is to initially focus its distribution push on Rajasthan, and then move into other states," he adds.

    Of course, it will be running into head on competition with existing players like ETV Rajasthan, and Sahara Samay's regional news channel. But Agrawal believes that should not be a problem. "Our whole effort is to bring people from different walks of life, together, on the channel," says Agrawal. "And we have got our strategy right."

    He and his team probably have, but it's now over to the viewers.