ZEE subscribes to TAM; HLL is on board too

The broadcaster had slammed the peoplemeter system two years ago, post the controversy regarding leaked data. So, how did the turnaround happen?

Last week was significant for ZEE TV. The Subhash Chandra-promoted general entertainment channel was officially on TAM's mailing list, implying that the broadcaster, who had severed ties with the industry rating agency - in the wake of a controversy surrounding leaked data in September 2001 - would now subscribe to the television rating system.

This readiness to subscribe comes after months of dialogue where teams from both TAM and ZEE sat down across the table. "There was a lot of convincing that LV (LV Krishnan, CEO, TAM Media) had to do and we had to do a lot of checking before finally arriving at a decision," explains Apurva Purohit, president, ZEE TV.

According to her, a willingness on both sides resulted in a positive outcome. "Since taking charge, I have maintained that there will be issues. There are some things that TAM can predict accurately and there are some things that it cannot. However, one cannot be outside the industry and work in it. TAM's coverage today is far wider. Its sample size has increased. From 23 cities, its coverage spans 74 cities. From 10 states, TAM is present in practically every state today. Semi-urban India is covered by TAM. In short, it is far better than a year ago."

ZEE's volte face is not unexpected. Since the channel's much publicised disdain for the currency of the television advertising world (the TVR system) in the late 2001-early 2002-period, its advertising and sales teams have been under tremendous pressure. While the ‘rating scam' (as a ZEE official had described the event to this website when some lists of TAM and INTAM households were leaked to the press in 2001) was certainly greeted with unholy glee at the channel, it had backfired, especially among media planners. "You can't challenge the currency when nobody else is challenging it. That was a big mistake," is how one senior television industry official puts it.

It may be unrelated, but post this event many heads had rolled (as reported by agencyfaqs!) in ZEE's marketing team and the group had to work overtime to convince media planners and advertisers that its programmes were doing much better than what the TAM data reflected.

ZEE has obviously left all that behind now.

Meanwhile, HLL, the biggest advertiser in the country has decided to showcase its brands on the channel after a long hiatus. "Every client is important to us," says Purohit. "We are happy to have them on board. It is a win-win situation where both of us see merit in associating with each other."

HLL, according to her, will be present during prime time, off prime time, that is, the afternoon band, and in the movie slot, Thursday Premiere. "We intend creating branded properties as well," she asserts.

On the programming front, the channel is gearing up for the launch of a revamped Jeena Isi Ka Naam Hai on September 5 at 9.00 pm. Boasting of a new set, the show is "bubblier" with the sparkling Faroque Sheikh back in the role of the anchor. "The show will profile the new-kids-on-the-block as well as the older, respected personalities. We haven't tweaked the format because that is what worked for the show," she says.

ZEE is also set to launch two new properties - a daily and a weekly show - during prime time, though Purohit refrains from commenting about it. "We should make the announcement soon. One of them is targeted at women and the other is more broadbased in appeal," she says.

In a bid to woo children onto the channel, ZEE is beefing up its programming during Sunday mornings with the one-and-half-hour kid's band from 10.00 am to 11.30 am. Shows to premiere on September 7 will include Jhooth Bole Kauva Kate at 10.00 am and Magic Make-up Box at 10.30 am, which, along with the Shekar Suman-starrer XYZ, will constitute the kid's band. "We are targeting advertisers of kid-related products for this band," she says. "Our aim, quite clearly, is to get a larger set of people - besides women - on to the channel," she adds. © 2003 agencyfaqs!