Zee Purvaiya will cater to Bihar and Jharkhand markets while Zee Kalinga will be in Odisha. Both the channels will have a mix of regional news and entertainment content
BestMediaInfo Bureau | Delhi | December 18, 2013
Zee Media will soon launch two new regional channels – Zee Purvaiya for Bihar and Jharkhand, and Zee Kalinga for Odisha. Both the channels will be launched simultaneously, and they will be on the TEN concept of ‘terrestrial entertainment network’ airing a mix of entertainment and news.
Zee Media recently turned Zee Rajasthan into the TEN concept and is planning to turn Zee MP, Chhattisgarh and UP channels into the TEN concept.
“It has been three months of launch of Zee Marudhara in Rajasthan on the TEN concept with a mix of localised general entertainment and news. The response so far is satisfactory in terms of viewership,” said Alok Agrawal, CEO, Zee Media Corporation. “It competes with both news and entertainment channels in that market. While news is all local, beginning next month the channel will have original general entertainment produced in Rajasthan for the people of Rajasthan. It is important to mention that the concept of our entertainment shows will be very refreshing and different from typical shows on national GECs.”
On reason behind regional focus, Agrawal said, “There is a growing viewership in the regional space and national news viewership is on a decline. Extensive research in each of the regions shows that viewers increasingly want more and more of both news and non-news content which appeals to them locally and reflects their culture, their news, their issues. Media is becoming more and more interactive these days and it’s not possible for many to participate on national channels. This is where the role of regional channels comes into play to engage with viewers.”
Regional channels help advertisers focus on a certain market. Advertisers have been mainly relying on newspapers for regional advertising so far which constitutes a significant chunk of the total ad pie. By providing them an option of geo-targeting and localised profiling of their consumers, regional channels bring to them immense opportunity to reach their target group.
Explaining the dynamics of regional advertising, Agrawal said, “The rates are always higher in language differentiated markets. For example, a Bengali news channel with good performance attracts 40-50 per cent of ad rates on national channels. It is rare that a national channel has strong hold across the regions of country. With a strong bouquet of national and regional news channels, Zee Media helps advertisers reach the maximum part of the country.”