Rahul Singh Ravneet Kang Prateek Bhansali Sachin Jain Rushi Chokshi

About ZEE
ZEE is the publicly listed company of Essel Group. Zee is one of the most popular brands in Indian Media And Entertainment industry. The flagship channel ZEE Tv was launched in 1992. Zee is the largest producer and aggregator of Hindi programming in the world.

ZEEs well known brands

And many more

The Case and its key factors

The factors that played a key role in the establishment of Zee as a successfully integrated media company.
The competition in the television media segment. The marketing strategies adopted by Star and Sony, and the reasons for their success. The strategies adopted by Zee to regain its position in the Indian television media segment.

ZEEs initial success strategies

Launched two channels dedicated to news and cinema.
Entered into partnership with Rupert Murdoch,

the man behind Star in 1995. Launched the first round the clock news channel of India. Zee entered the Global market Zee launched bouquet of regional channels.

ZEE has many 'firsts' to its credit

First listed media company in India. First to launch a Hindi General Entertainment Channel in India

- Zee TV. First to launch a Hindi Cinema Channel in India - Zee Cinema. First to corporatize the Hindi film industry with the costliest production and the highest grossing Hindi movie in its time 'Gadar - Ek Prem Katha'. First to launch a 24 hour Hindi News Channel in India - Zee News, now operating as a separate company called Zee News Limited (ZNL). First to launch a 24-hour Food Channel in India Zee Khana Khazana. First to launch Indias Urdu infotainment channel Zee Salaam

Some comparisons
ZEE News viewership 1999 CNBC, 4, 4% CNN, 4, 4% BBC, 7, 7%
Zee News Star News BBC

TVI, 4, 4%

Star News, 30, 30%

Zee News, 51, 51%

CNN CNBC TVI

ZEE USA Subscriber Growth (in 000)

Subscriber Growth
40000 35000 30000 25000

20000
15000 10000 5000 0

Subscriber Growth

Competition from Star

September 1999, the Star and Zee partnership came to an

end.

Star, major break through Kaun Banega Crorepati came

in july2000.

Stars next agenda were tele-serials from Balaji telefilms

banner for average married Indian woman (in the 25+ age group). pm

Star successfully attracted the viewers in the 7:30 to 11:00

Competition from Sony

Sony, launched its channel "SET MAX" in 1999.

Sony started aggressive counter strategy and launched 7 new

shows; Jeeto Chappar Phad Ke with movie actor Govinda as host, in January 2001.

In 2003, Sony carried out research called Understanding

Women in 7 cities across India as a result launched Jassi Jaisi Koi Nahi in september 2003.

Competition from others

India today group launched a 24- hour Hindi news channel

Aaj Tak in December 2000.

Media report said that within a month of launch ,Aaj Taks

viewership shot up nearly 5 times

ZEE fights back

From September 2000 onwards, Zee implemented a two-

pronged strategy:-redefine prime time band (from 9PM to 11PM) extended programming slots to 45 minutes
In October 2000, Zee came out with Sawaal Dus Crore

Ka(SDCK) two months after KBC.

Launched two new channels Zee English and Zee movies.

Strategies used in Rebranding

Early 2005, Zee initiated the re-branding of the entire

Zee range of brands. Changed its Logo, it was new on air packaging and made promotions to increase TRP. It renamed various channels. In 2005 zee took another step via conducting zee cine awards ceremony in London to aim at its global audience. Different sponsors around different regions of the world.

Quotation from the CEO

Pradeep Guha(CEO) said this

rebranding exercise is a first step in waiving a thread of common identity between a many diverse brand. And while each brand is a distinct entity of its own, now it is also a unmistakable member of the zee family. Also, rebranding is aimed at adding the extra zing and edge which reinvents the spirit of the brand and brings it closer to a younger audience cohorts

Question1
Launch of zee news and zee cinema, music Asia
Launch of zee in UK for NRIs. High market share. Various entities such as siti cable, e-connect, ZICA(zee

institute of creative arts) and many more.

Various regional channels.

Question 2
Alpha channels launched taking in view the potential

regional market.
The view was to segregate the regional audience under

special brand name.

Alpha channels subsequently named under zee banner to

bring in a unified look.

Question 3
Zees sawal dus crore ka could not match with KBC of

star.
Zee kept on with old promotion strategies which came cold

in front of Sonys strategy.

Other news channels took the grab from Zee news.