ZEE TELEFILMS
Competitive Strategies
AGENDA Introduction-The Coming of ZEE ZEE’s Initial Success Competition from Star and Sony SWOT Analysis ZEE Fights Back The Re-Branding Exercise Current Scenario-Kyunki Zee Bhi Kabhi
Star Tha
INTRODUCTION-THE COMING OF ZEE The History of Indian Television dates
back to the 1980s with the launch of Doordarshan.
It led to the beginning of Soap operas with HUM-Log in 1984.
It made way for numbers of different kinds of Soaps.
More and More people bought TV sets
INTRODUCTION-THE COMING OF ZEE
INTRODUCTION-THE COMING OF ZEE In 1992 Government liberated its
market, opening up to cable television. MTV, Star Plus, BBC, Prime Sports gave
Indians a fresh breath of life. ZEE TV was the first private owned
Indian Channel to broadcast over cable. Satellite television ended the DD era
ZEE INITIAL SUCCESSBackground
Zee an Essel group company launched Zee TV in 1992
It was nations first Hindi channel by a private organization
Brought a much wider choice of programs compared to doordarshan.
It captured a vast Hindi speaking Indian audience market.
STRATEGIES ADOPTED BY ZEEMajor marketing strategies adopted by
Zee were Brand extension Diversification
Launched nations 1st round the clock channel “ Zee news”
Launched a 24 hrs Hindi movie channel called “Zee Cinema”
STRATEGIES CONT…
In the year 1995 Zee made a foray in to the international market by pioneering a venture Zee TV in UK.
Zee launched the nations first full scale television and film training body named institute of creative arts(ZICA)at Hyderabad.
In the year 1997 zee launched its music channel named “Music Asia”
One of the major innovation by Zee was it triggered the launch of a bouquet of regional channels christened the Alpha channels in 1999.
Alpha Marathi Alpha Punjabi Alpha Bengali Alpha Gujarati Alpha Telugu
ZEE NEWS –VIEWERSHIP 1999
Channels Viewership share in %
Zee News 51
Star News 30
BBC 7
CNN 4
CNBC 4
TVI 4
ZEE INITIAL SUCCESSSo from its launch till 1999 Zee was
riding on the waves of success
On home turf it extended its brand in the form of Zee news and Zee cinemas
Zee international ventures Zee TV – UK ,US ,Africa.
Zee interactive learning system limited(ZILS) and Zee interactive multimedia limited(ZIML) also started gaining prominence.
The regional channels by Zee the Alpha bouquet also gained quick popularity.
AWARDS AND RECOGNITIONS
Won “The Economic Times ” “The Emerging Company of the Year ” award in 1998
In the same year it won the FICCI(Federation of Indian Chambers of Commerce and Industry) award for creativity in visual media.
CHANGING SENARIO• Zee initially ruled the Indian TV channel
market for 6 years. • However in September 1999, the Star
and Zee partnership, which started in the year 1995, came to an end and this left Star to go its own way.
• Meanwhile, Sony Entertainment Channel also launched its sports cum movies channel “SET MAX” in the year 1999 to pull its viewers.
THE RISING STAR POWER
Launching a game show “Kaun Banega Crorepati” in July 2000 with Amitabh Bachchan as its host.
Hit Tele-Serials from the Balaji Telefilms Banner such as “Kyunki Saas Bhi Bahu Thi and Kahani Ghar Ghar Ki”.
Successfully attracted the viewers in the 7:30 to 11:00 pm time slot.
THE SONY COMEBACK
Sony also started an aggressive counter and launched new shows.
To tap on the interest in game shows, Sony launched “Jeeto Chapar Phaad Ke” with Govinda.
In 2003, Sony launched a new serials called “Jassi Jaisi Koi Nahi” based on the results of the research project called “Understanding Women”
FALLING ON THE NEWS SEGMENT
To make matter worse for Zee, the India Today Group launched a 24-Hour Hindi news channel called “Aaj Tak” in December 2000.
A report said that within a month of the launch of Aaj Tak, its viewership shot up nearly five times.
THE FAILED ATTEMPT In October 2000, Zee launched “Sawaal
Dus Crore Ka” which turned out abysmal for the channel.
In response to competition from “Aaj Tak” in March 2001, Zee bought the tapes of Tehelka, a sting operation against corrupt government officials, which failed miserably and this resulted in huge losses to the channel.
STRATEGIC PLANNING MODEL OF ZEEKey Strengths –
High viewership ratings – a) Zee provides good content and enjoys high TRP.
b) 34% average channel share.
c) 31% YoY Increase in advertisement rates.
d) Zee also enjoys a major bargaining power with
MSO and DTH players.
Complete bouquet of channels.
High subscription revenues – which cushions it from any slowdown in advertisement revenues.
SPM…
Key Weaknesses –
Lagging behind Star Plus. Problem of attrition. Increase in operating costs. Increase in Employee costs.
SPM…Key Opportunities
Benefit from the robust
growth of the Entertainment
and Media sector –
According to FICCI-PWC report
Entertainment and Media industry is
expected to rise at 18% CAGR to reach
1 Trillion by 2011. Digitization –
it will increase the subscription rate to almost 113bn and advertisement costs to 123bn by 2011.
SPM…Key Threats –
Increased competition –
Competitive entry of UTV and NDTV has
brought about dents in Zee market share. Slow rollout of CAS –
people hesitate to pay for the subscription
and rather choose FTA channels. Declining viewership and
revenue share of GEC channels –
Viewership of GEC channels are on a decline and niche channels is on a rise.
ZEE FIGHTS BACK Two pronged strategy-reform of the
programming content and redefining the prime time band
Two months after launch of KBC Zee came out with Sawal dus crore ka
Launched two new channels Zee English and Zee Movies along with the relaunch of Zee MGM
Zee gave a new look to its new channel in response to Aaj tak’s competition
In 2001 the new programs launched by Zee were Yeh Dil kya kare , chandan ka palna to provide wholesome entertainment for TV audiences in India
Ventured into film production releasing Gadar
Entered into joint venture with Turner International India to provide the viewers a blend of international and local channels.
Won awards Subhash Chandra-direct involvement Introduced a movie slot April 2003-took two innovative steps
Launched Zee Trendz a fashion channel (niche market)
Co-produced a film called “one Dollar Curry”with France TV and Silhoutte Films
Also launched 5 new channels not carrying the brand name
Launched Astitva in defense to Jassi jaisi koi nai
Launched Zee Stars Ki Khoj Zee conducted Zee Cine Awards in
Dubai
REBRANDINGTHEN NOW
Trendz Zee Trendz
Zee English Zee Cafe
Zee Movie Zone Zee studio
Smile TV Zee Smile
Alpha Marathi Zee Marathi
Alpha Punjabi Zee Punjabi
Alpha Gujarati Zee Gujarati
CONCLUSION
Rise of Star
Zee’s Fight Back
The Coming of Zee
Zee’s Initial
Success
Downfall of Zee
CURRENT SCENARIO-KYUNKI ZEE BHI KABHI STAR THA Current Scenario:
Times are changing Star find itself in the place where ZEE was a decade back.
Zee has clawed its way back in business. New Entrant’s Every other day. Star lost its top position to Color. Color makes a head way with new Soaps like
Baalika Vadhu
THANK YOU
PRESENTED BY:-
AbhishekAshwini Rajvi Shadab Vikash