Zee TV SWOT

Zee TV Business Information - SWOT and marketing strategies

1. BRAND BARONS Raw Data to Right Decisions Team Members Anusha Saxena Amit Bakshi Haripriya Chugh Punyashlok Choudhury Saunak Mukherjee

2. ZEE TELEFILMS’ COMPETITIVE STRATEGIES SWOT ANALYSIS Presented by – Brand Barons

3. BIRTH OF ZEE TELEFILMS Essel Group launches Zee TV, in 1992. The man behind was Subhash Chandra- the Chairman of Essel Group. Zee TV – Nation’s first Hindi Channel by a private org. Caters to the needs of the vast Hindi-Speaking audience. Content ranges from film based to educational programs AD

4. STRENGTHS - Experience is an archway through which one can see the rest of the world still undiscovered.

5. STRENGTHS Zee launched ZEE TV, the nations first Hindi channel by a pvt . Organization. - By 1994 Zee’s prime time audience share was 37% compared to Doordarshan’s 39% - Star’s meager share was just 8% 1992 -2000 Zee commanded the highest market share Content ranged from film-based to educational programs - Increased the multiplicity of choices.

6. STRENGTHS Completely integrated media corporate - Major presence in TV programs, films, music, print, broadcasting , cable distribution, internet portals etc

7. STRENGTHS New channels - Zee Cinema & Zee News - A new strategy to counter the competition . Pioneering venture into the UK, US & African & Middle East market - increasing its global presence

8. STRENGTHS The bouquet of regional channels. - first to reach out to the regional masses Prominence gained by other subsidiaries.

9. STRENGTHS First film under Zee banner – Gadar 23Channels , 500 million viewers worldwide, presence in 120 countries & 5 continents. Instant success of talk show – Jeena Isika Naam Hai Subhash Chandra taking the lead & his innovations Zee Cine Awards – Dubai & London - a truly global phenomenon

10. WEAKNESSES - No company can win if its products and offerings resemble every other product and offering

11. WEAKNESSES Suffered from Marketing Myopia - failed to anticipate the competition. Failed to adapt to changes - Programming content was reformed only after KBC was loosing popularity.

12. WEAKNESSES Zee News loosing market share to AajTak. - AajTak’s dynamic programming & breaking news Lack of Innovation in program content - a highlighting feature in Zee’s new Avtar

13. WEAKNESSES Lack of Market Research - a defensive attitude towards Sony’s “Jassi Jaisi Koi Nahi” A new and fresh look was missing. - needed a Renaissance

14. WEAKNESSES Abysmal Performance of SDCK - (Sawaal Dus Crore Ka) - Failed to attract the viewers. - Had to be taken off air within few months NO MATCH TO

15. WEAKNESSES Over excessive telecast of Tehelka tapes. - misjudged audiences performances - a boredom for audiences - TRP of other channels rose Common identity across diverse brands was missing. - need for rebranding.

16. Opportunities - It is important for the firm to analyze the competition and respond proactively rather than reactively to sustain itself in the market

17. OPPORTUNITIES Identifies the gap in early 90’s - observes a vast Hindi speaking Indian audience - fills the need with a wider choice of programs compared to Doordarshan .

18. OPPORTUNITIES KBC going off air - takes advantage of the situation - Evolution of a revamping strategy - Improving program content – New shows added such as Sansaar , Ek thi Rajkumari , Yeh Dil Kya Kare etc

19. OPPORTUNITIES Joint Venture with Turner International India(Late 2001) ( fully owned subsidiary of AOL Time Warner) - Joint Venture named Zee Turner Pvt. Ltd. - A blend of international & local channels - India’s largest entertainment distribution company.

20. OPPORTUNITIES Purchase of controlling stakes in ETC & Padmalaya Telefilms. ZEE-ETC gives direct access to the Punjabi Diaspora Co-produce films in association with France TV and Silhoutte Films. Mission to set overseas distribution network

21. THREATS In business, the competition will bite you if you keep running; if you stand still, they will swallow you

22. THREATS Q uality content by SONY & STAR Sony launched the Sports-Movie Channel named SET-MAX.(1999) - Viewers ko deewana bana de Knockout blow by KBC(July 2000) - Kaun Banega Crorepati

23. THREATS Balaji Telefilms (2000) - The Serial Killer A national craze – portraying the epitome of Indian tradition & culture Launch of AajTak(Dec 2000) – ‘Sabse Tez’

24. POOR FIRMS IGNORE THEIR COMPETITORS, AVERAGE FIRMS COPY THEIR COMPETITIORS, WINNING FIRMS LEAD THEIR COMPETITORS . IDENTIFY THE NEED FILL THE GAP ANTICIPATE THE CHANGE AD

25. THANK YOU

26. A pioneer in every business Essel Groups Holding in listed media companies

27. ZEE’s Global Reach

28. Zee TV’s Viewership – Zee Cine Awards 2004 Channels Average Television Rating Zee TV 4.9 Star Plus 2.69 Sony 1.76

29. Zee News Viewership Share 1999 Channels Viewership Share in Percentage Zee News 51 Star News 30 BBC 7 CNN 4 CNBC 4 TV1 4

30. ZEE’s MARKETING TACTICS PROACTIVE DEFENSIVE Initial Blitz in early 90’s Astitva - A defensive action against Jassi Jaisi Koi Nahin Launching 24 hrs news and movie channel Sawaal Dus Crore Ki - Zee’s reply to Kaun Banega Crorepati. Exploring foreign grounds ZICA – the first full scale television and film training body.

31. SONY ENTERTAINMENT TV Extensive Market Research – Understanding Women WOMEN – Entertainment Channels MEN – Sports & News TARGET AUDIENCE – Working Middle Class Women Survey Result “ Jassi Jaisi Koi Nahin Market Strategy – Curiosity Out …Hype In

32. REBRANDING OF ZEE CHANNELS Then Now Trendz Zee Trendz Zee English Zee Café Zee Movie Zone Zee Studio Smile TV Zee Smile Alpha Marathi Zee Marathi Alpha Punjabi Zee Punjabi Alpha Bengali Zee Bengali Alpha Gujarati Zee Gujarati Alpha Telugu Zee Telugu

33. ZEE’s MARKETING STRATEGY

34. ZEE’s MARKETING STRATEGY

35. ZEE’s FRESH LOOK THEN NOW

36. THE JOURNEY OF ZEE Venturing into new territory Multiplicity of choices Reaching to regional masses Sawaal Dus Crore Ki Prime time band invasion Astitva Rebranding Repositioning New variety of programs