Zee Network charts out ambitious growth strategy for Middle East

Zee Network will specifically strengthen its portfolio and also configure its existing programming and content in line with tastes and lifestyles of the ever-changing demography of the region.

Speaking at a press conference to mark the announcement, Yogesh Radhakrishnan, Director (Special Projects), Zee Network, said: "Since its launch in 1992, Zee Network has been acknowledged with many firsts. The Middle East is going through a sea change with regard to people's lifestyles, tastes and sensibilities and there is an ever increasing demand for content and programming which is locally tailored to suit such audiences. We realize that there is a huge gap in what people would like to watch vis-à-vis what is currently being offered. Zee plans to bridge this gap and increase its market share by capturing a significant portion of the Middle East market."

Zee TV will soon be the only channel in the Middle East with complete new programming between the prime time (6pm-12pm) segment. July saw the launch of four fiction and eleven non-fiction programmes with an increase in focus on the GCC, Levant, North Africa and Pakistan region.

A recent PARC research, titled 'Asian Media Survey 2004', further lent credence to the fact that Zee TV is the number one channel across various demographical parameters and time bands. The research also re-iterated the fact that Arabs and the Middle East population in general are increasingly tuning in to watch Indian movies and music with a preference for popular song and dance sequences.

But Zee does not plan to rest on its laurels. "Over the past few months, we have conducted extensive research on consumer tastes, programming preferences and habits. We are going through a 3600 overhaul of our programming content and grid, marketing and distribution points and communication strategies to address the changing needs of our target audiences," said Mr. Radhakrishnan, who heads the Zee Network operations in MENA region and Pakistan from the Dubai-based headquarters.

Zee Network is the pioneer of satellite broadcasting in India and is one of the first private sector entrants into the Indian broadcasting industry. The Zee Network covers the entire media spectrum including television programming; satellite broadcasting; cable distribution; production and distribution of films; music publishing, long distance education and the creation of animation software.

The Zee Network has many firsts to its credit. It was the first listed media company in India; the first to start Zee TV -- a Hindi general entertainment channel in India, Zee Cinema -- Hindi cinema channel in India and Zee News - 24-hour Hindi news channel; the first to set up MSO operation at a national level with Siticable and the first to launch a regional bouquet of channels. In the Middle East and abroad, Zee is widely accredited for driving demand with crossover events like the Zee Cine Awards, Temptations 2004 and various others in the same genre.

The company today has one of the largest Indian multiple distribution platforms with an estimated reach of 350 million viewers in over 120 countries globally including all major markets such as Asia Pacific, Middle East, United Kingdom, United States of America, Africa, Caribbean Islands and Canada.

"Being the largest producer and aggregator of Hindi programming in the world, we are increasingly seeking to address the entertainment and information needs of South Asians spread across the globe. Our marketing and promotions budgets have more than tripled compared to two years back and we plan to go beyond this and offer our viewers special programmes throughout the year with a burst of activity during festivals such as Diwali, Eid, Christmas, and events like Dubai Shopping Festival (DSF)" added Mr. Radhakrishnan.

Mr. Radhakrishnan himself enjoys high repute in the entertainment industry worldwide. Widely regarded as one of the founders and makers of the Indian cable TV industry in India, Yogesh has been instrumental in Zee's many successes over the past few years in the Middle East and around the world and now plans to further capitalize on a burgeoning entertainment industry in the Middle East. Whether it's the revamped Zee Cinema or the ratings that Zee Music enjoys, Mr. Radhakrishnan has led the Zee network channels become frontrunners in its genre.

The Zee TV has a vast wealth of experience in its new team in Dubai offering decades of expertise in television, media and entertainment industry. Among the senior members of the team are Ron Kapadia - Chief Operating Officer who has been instrumental in setting up channels such as Sony TV, CNBC - TV18, and Pehla's distribution network in the Middle East; KalyanaSundaram - Head of Creative and Programming who has been at the helm of affairs at MTV, B4U, Disney and Sahara One; Iyer Shekhar - Sr. Vice-President who has had extensive stints with Indian Express, Times of India and Sony TV; Manoj Mathew - Vice-President, Marketing and Corporate Communications who brings over 13 years of Public Relations, branding, strategic marketing experience in media and entertainment; and H. Thiagarajan - Vice President, Finance and Corporate Affairs who has been with Zee for over 10 years.

Talking about his team, Mr. Radhakrishnan said: "We have brought on board a total new team who have decades of experience in the industry. We have the right mix of age and experience and feel very confident about this market, both in terms of responsiveness and growth, which will help us carve a niche in the regional market."