Despite emergence of digital platforms, TV remains key for top-of-funnel advertising: Zee's Ashish Sehgal

While discussing TV's current position in today's media landscape, Ashish Sehgal, Chief Growth Officer, Ad Revenue, Zee Entertainment Enterprises Limited, highlighted the growing consumption of television and said that both pay TV and free TV are seeing an increase in viewership. Moreover, despite the rise of digital platforms, television remains a crucial advertising medium for brand recognition and building.

Sehgal believes that consumers are more likely to trust brands when making purchasing choices, when brands advertise on TV.

Ruchir Tiwari

Moving on, Ruchir Tiwari, Chief Cluster Officer, Hindi Movies, ZEE, brought attention to the growth of Zee's Hindi movie cluster. He noted that post-COVID, there has been a significant resurgence, especially for Zee Cinema, which saw a substantial increase in viewership, up by nearly 20% in 2023.

During their conversation with BestMediaInfo, Sehgal and Tiwari talked about various topics including the upcoming Zee Cine Awards, its evolution over time, its significance for brands, the growth of Zee's Hindi movie cluster, the present status of television in the broader media and entertainment landscape, and other related subjects.

Journey of Zee Cine Awards

Ashish Sehgal

Sehgal said, “The Zee Cine Awards is our flagship distinct property for Zee Cinema. While it primarily airs on Zee Cinema, it will broadcast on Zee TV and nearly 14 other channels of Zee over 2-3 weeks.”

Leading up to the awards, there is pre-programming that promotes the event, nominations and the contributions of the film industry, he added.

Tiwari highlighted, “In our 30-year history, this marks our 22nd edition of the awards, which has become our flagship event over the years. Our approach to the movie business is highly strategic, whether through Zee Studios, Zee5 or Zee Cinema, spanning across multiple languages.”

“We operate approximately 18 Hindi movie channels, a significant aspect of our linear business. Movies align perfectly with our group's strengths and the Zee Cine Awards serves as the annual celebration where we honour the talent and passion of the industry,” he said.

Tiwari stated that the significance of award shows lies in the appreciation and recognition performers receive, stemming from the love they evoke. Also, it's important to recognise the changing landscape of entertainment consumption, with a significant amount happening through OTT platforms. Award functions adapt to this by blending digital and traditional linear formats.

“This fusion is integral to how we market and perceive these events, aligning with the expectations of both clients and sponsors. The planning for Zee Cine Awards involves extensive digital collaboration, incorporating digital influencers, alongside strategic marketing and sharing of content across various platforms,” Tiwari said.

“This approach creates a harmonious integration of all mediums. We are pleased to see sponsors and audiences alike showing enthusiasm for the multitude of performers and films, which serves as our metric for success,” he added.

What’s in store for brands?

Sehgal emphasised that unlike shows which are a one-day event where everyone gathers to celebrate, converse and depart, the Zee Cine Awards stands out as a distinctive competition among the awards category.

“We dedicate almost three months to creating programming for it. Before the award ceremony, we produce content that builds anticipation. We engage with numerous celebrities who promote it on social media and Zee TV. The event is broadcasted on multiple channels of Zee, reaching audiences beyond just Hindi-speaking regions, extending to Bengal, Maharashtra, Bihar, Punjab, and more. With such broad media coverage, advertisers can connect with a wide audience,” Sehgal said.

“The event celebrates artists and their achievements, rewarding them, making it appealing to viewers and advertisers alike. Integrating brands into the show's content enhances advertising impact, making it a sought-after opportunity for advertisers year after year," he added.

Similarly, Tiwari said that what the sponsors really get through this award show is multi-user title sponsoring.

“It's no surprise that it's become the most attended award function over the years. This is due to factors like our geographical reach and the size of our company,” he added.

Growth of Zee's Hindi movie cluster

Tiwari said, “It has been a gratifying year for us. Earlier, due to the aftermath of the pandemic, theatres were closed, disrupting the content supply chain and causing inconsistency. However, in 2021 and 2022, we witnessed a remarkable resurgence. This year marks a comeback for Hindi cinema. Zee Cinema experienced significant growth, with viewership increasing by almost 20% in 2023. It all began in mid-2022 with the release of "RRR," followed by "Gadar," "Jawan," and more.”

“Simultaneously, the Free-to-Air (FTA) ecosystem has been gaining momentum, with several developments underway. We have decided to take a few more of our channels to Freedish.

We are focusing on consolidating our position in the free space, leveraging our vast library, notably through our channel, Zee Anmol Cinema. Moreover, we are actively working on strengthening our portfolio across various tiers, catering to different audience segments,” he added.

Furthermore, Tiwari emphasised that it's important to recognise the shift in viewership trends within the movie category, with almost half of its viewership going to Freedish. Currently, there are over 20 channels available on Freedish alone, contrasting with another 20 on the paid side.

“Pay channels aim to attract subscribers seeking premium content and quality audiences. Conversely, the free ecosystem caters to a different consumer demand and content preference, particularly prominent in regions like Central India, UP, Bihar, Jharkhand, Maharashtra and Gujarat,” he said.

“In response, we tailor our content selection to suit these diverse markets. For instance, films like Shakuntala premiere on Zee Anmol Cinema, aligning with our approach to reserve premium content for pay channels while curating fitting content for Freedish audiences. Zee Anmol Cinema prides itself on a sharper content selection that resonates with its viewers,” he added.

Tiwari highlighted that GECs continue to maintain a significant reach among viewers and attract considerable advertiser interest with their original programming, which sets them apart in terms of genre. Conversely, movie channels, often associated with fiction content, also draw advertiser attention due to their ability to deliver a consistent viewership, especially when compared to GECs.

Current position of TV in the overall media and entertainment mix

Sehgal said that television consumption is on the rise, with both pay TV and free TV experiencing growth. In northern India, TV penetration stands at 67%. Despite the emergence of digital platforms, television remains a crucial advertising medium for brand recognition and building. Moreover, top of the funnel advertising still happens on TV.

“Television plays a crucial role in a consumer’s journey, primarily by establishing and enhancing brand recognition. Conversely, digital platforms excel at engaging with consumers who are already in the purchasing mindset. However, it's essential to note that consumers only become ready to make purchases when they encounter relevant products or services. TV advertising influences their future buying decisions significantly,” Sehgal said. 

“When brands are well-established through TV exposure, consumers are more likely to trust them when making purchasing choices. This trust factor is pivotal in brand building, and television remains the most trusted medium among consumers according to various studies as well,” he added.

On being asked what plans Zee has to retain GEC viewership during the upcoming IPL season, Sehgal pointed out that for so many years, both IPL and GECs have coexisted. Simply, those inclined towards GECs will tune in, while cricket enthusiasts will watch their matches, ensuring a sizable audience for both.

“Despite occasional fluctuations in certain markets, quality content remains paramount overall. We believe in consistently delivering fresh content instead of holding it back during such periods, whether it's through new show launches or enhancing existing programs to captivate our viewers. Our goal is to generate curiosity among our audience through engaging content,” he added.

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