ZEEL launches multimedia campaign to inform customers about different bouquets
MUMBAI: Media conglomerate ZEEL has launched a multimedia multi-stakeholder communication initiative ‘Channels Ka Chunaav 2019’ urging viewers to fulfill demands of all family members through ‘Family Ki Suno, Zee Ko Chuno!’.
Keeping with the topicality of elections and the power of choice that has the ability to change status quo, Zee, with this campaign, aims to be the catalyst for the transformational change expected across the TV ecosystem.
ZEEL was the first to roll out multiple customer-centric packs and demand-led channel pricing. The broadcaster has launched channel bouquets in 11 languages including Hindi, Urdu, Marathi, Bengali, Oriya, Bhojpuri, Tamil, Telugu, Kannada, Malayalam and English.
It has three types of packs to cater to different viewer needs. Prime packs based on core regional language consumption, Family Packs that offer the top genres for every household and All-in-One Packs that offer all genres at great value. These packs come in price ranging from the lowest at Zee Prime Pack Tamil-SD at Rs 10 for 8 channels, Zee Family Pack – Hindi SD at Rs 45 for 24 channels to the ZEE All-in-One pack that brings the entire lot of 27 channels at just Rs 60 only. What’s more, ZEE has an exclusive launch offer of Zee Keralam at an unheard price of 10 Paise Per Month only.
The ‘Zee Family Pack’ targeted at the Hindi Speaking Market (HSM) is priced at Rs. 45 per month for a suite of 24 channels. The Zee Family Pack includes leading channels such as Zee TV, &TV, Zee Cinema, &Pictures, Zee Bollywood, Zee News, Zee Anmol, Big Ganga, Zing, Living Foodz, and many others, cutting across multiple genres such as entertainment, movies, news, music and lifestyle thereby offering content that caters to every member of the family, every day.
To cater to the multi-genre needs of the premium viewers whose primary language is English, Zee has created the Zee Prime Pack English SD that includes premium channels such as Zee Café, &Flix, Living Foodz and WION priced at Rs 25 per month and the HD pack that includes &Prive HD in addition to these at Rs 35 per month.
ZEEL has a bouquet of 59 channels (43 SD & 16 HD) in 11 languages reaching a total of 148 million households every day.
Speaking on the occasion, ZEEL CEO, Domestic Broadcast Business Punit Misra said, “The new pricing regime by TRAI is a transformational structural reform that will go a long way in strengthening the sector with the creation of a uniform pricing model. It puts the power of choice with the consumer, giving him the flexibility to opt for channels and bouquets he loves and pay only for those. For over 26 years, it has been our commitment at ZEE to bring families together through the power of television.
“Our research on subscriber choice modelling and path-to-purchase understanding pointed towards consumers treating television as a family asset. The monthly purchase is optimised for everyday entertainment needs of all the family members. Hence our approach towards pack configuration has been ‘family first’ – offering the top genres that contribute up to 85% of family viewing needs of our viewers on a daily basis.”