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ZEEL bundles HD channels to offer to advertisers

MUMBAI: With India tilting towards single TV homes, broadcasters have not been able to exclusively target the affluent audience segment for advertising. Zee Entertainment Enterprises Ltd (ZEEL) has taken the lead by clubbing together its high-definition (HD) channels in the genres of general entertainment, movies and sports and offering it as a bundle to the advertisers.

Zee HD leagueZEEL has brought all its high-definition channels—Zee TV HD, Zee Cinema HD, &Pictures HD, ZEE Studio HD and TEN Sports HD—under a new brand identity, Zee HD League.

Media observers believe that the move is to drive monetisation based on the perception of more affluent audiences of the HD channels.

For the record, all ZEEL channels have had different ads (also fewer inventories in case of HD channels) for SD and HD feeds.

Zeel chief sales officer Ashish Sehgal stated, “There is a clear opportunity for advertisers to sharply target the elusive affluent audience segment. HD subscribers have a high skew towards the premium 25+, SEC AB in six metros and are growing at a whopping 50 per cent per annum. By adopting a network approach, we will further strengthen our monetisation strategy by offering advertisers a suite of advertising options across multiple genres.”

The company claims that the bouquet, ‘Zee HD League- A class apart’, has best of Hollywood and Bollywood blockbusters, general entertainment and sporting action.

ZEEL will also launch a comprehensive 360-degree marketing campaign across affluent touch-points such as airports and multiplexes along with special emphasis on digital, to promote the Zee HD League.

As part of the HD campaign, Zee TV HD will also premiere the critically acclaimed ‘The Lunchbox’ on Sunday, 8 February.

ZEEL chief business officer Sunil Buch added, “With close to a 40 per cent increase in the sales of flat-panel TVs, coupled with an aggressive push by DTH and digital cable players, HD channels continue to gain consumer traction. Zee HD League is aimed at giving an enriched viewing experience to the affluent viewers. Our approach will be two-pronged—adding width in terms of new HD channels and depth by looking at HD exclusive offerings from each of our channels.”