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Zee focuses on digital marketing

Source : BUSINESS_STANDARD
Last Updated: Tue, Aug 28, 2012 04:02 hrs

In an effort to reach out to the more consumers, Zee Entertainment Enterprises (ZEEL) is planning to go for a digital marketing drive and is also in talks with All India Radio (AIR), popularly known as Akashvani, to air its mythological show Ramayan.

Riding on shows like Dance India Dance (DID) L'il Masters and Ramayan the channel had "pipped STAR Plus to gain the top spot among general entertainment channels (GECs) last week". “We are working on an online portal to disseminate our content, whether it will be a Zee portal or the duty will be passed on to somebody else will have to be seen. Through digital campaigns our focus is to make our shows more interactive in various spaces like internet and mobilephones,” said Akash Chawla, Head-Marketing, ZEEL.

According to sources, normally online campaigns for a particular show costs a channel between Rs 5 lakh to Rs 40 lakh depending on the size of the campaign. In order to reachout to the rural masses, ZEEL is in talks with Akashvani to air Ramayan.

“Each episode of Ramayan would be converted into Audiosodes and would be available for radio and mobile audiences. We are in talks with mobile service providers too and a tie up will be in place with in two weeks. If it is AIR, it would be like marketing audio version of our episodes in radio space. Not foraying into radio full on.,” he added. For promotion of Ramayan Zee TV had even unveiled a ‘virtual’ temple on the Facebook page.

ZEEL, which has about 30 channels under its belt is also planning to come up with Zee Cinema Bangla soon. “Zee Cinema Bangla is one of the biggest launches that we are planning. Apart from that in the movie acquisition, we already have three big upcoming releases for our viewers,” he added. Among the movies in Zee’s fold include Shirish Kunder’s Joker, Anurag Basu’s Barfi and Madhur Bhandarkar’s Heroine.




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