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Zee plans new offerings for MENA-Pakistan
DUBAI — Indian television giant Zee TV has big plans for the Middle East where a chunk of its target South Asian and Pan-Arab audience is based.
The group is set to launch Zee Connect, a weekly lifestyle show produced in Dubai for the region, Mukund Cairae, Territory Head, Zee Network MENA, told Khaleej Times in an interview.
Last month, the channel launched Beam in MENA and Pakistan to satiate audience craving for more Hindi movies. With 500 million viewers across 167 countries and the world’s largest Hindi film library, the network claims a 17 per cent growth in advertising sales on products aimed at the South Asian community.
Excerpts from the interview:
Is the launch of Beam expected to boost your market share in the region?
The launch of the new Beam is aimed at localising movie-watching keeping in mind the sensibilities and sensitivities of the South Asian population. Zee Cinema is currently at a 50 per cent market share for the Bollywood movie channels targeted at South Asians. The market share is expected to further increase the India feed of Zee Cinema. The India feed, however, was not getting monetised since it had India ads only. With the Middle East Beam, we now have an opportunity to monetise.
Advertisements are they looking up?
The South Asian business advertising is about 70 per cent, the balance comes from subscription revenue, while the FTA Pan Arab business is 100 per centdependent on advertising revenues.
Any take on overall revenues and profits from the MENA-Pakistan region?
The year 2010 was the most profitable year in the history of Zee in the Middle East. The region is growing in television advertising revenues both in the South Asian and Pan Arab segments. With the arrival of the people meter later on in the year, the market will mature further.
What’s the outlook like for you in 2011 from the region?
Our network has two different business models here — one aimed at the South Asian community and one aimed at the Pan Arab community. This year we are seeing a 17 per cent growth in advertising sales on the products aimed at the South Asian community as compared to last year. The subscription model sees a decline in numbers definitely, though a return of Indians back home may not be the primary reason compared to last year. So, as a network, we are definitely looking at a healthy growth story in 2011. Migration of viewers has always been there over the years, either for better opportunities or completion of service. We as a network see the region growing further and have increased our investments here.
The competition is heating up in the region with more Indian/Hindi entertainment channels joining the fray....
The more options that pay TV subscribers have, the more chances of legitimate growth. We welcome the addition of more channels on pay TV platforms. Competition only adds value to the overall supply chain. We have been in this region from 1994 understand our viewers better. We have a ground team present here unlike competition which tries to remote control from other locations. We are committed to the region and hence have invested on manpower too.
Why should the average Hindi viewer watch Zee and not the others?
Zee has always believed in giving family entertainment by not compromising on values, hence we can proudly take a stand on it. Our channels are watched by the entire family. Most importantly, we bring the family together. SaReGaMaPa Singing Superstar and Dance India Dance have given platforms to the common man to showcase their talent and reach the heights of fame. Our connect with our viewers in each region has been our greatest USP.
Where’s biggest viewership from the region, where does the UAE stand?
UAE is the only market that is monitoring the South Asian homes, so the only viewership numbers we have are from UAE. KSA, Qatar and Kuwait too have a healthy viewership of Zee TV though the South Asian viewers in these markets are not monitored.
Any programming done here in the Middle East or UAE?
We would be shortly launching Zee Connect, a unique amalgamation of the latest events and happenings, hot updates, exclusive features and interviews. ZEE Connect is a TV show that aims to bring you closer to the latest weekly happenings in the region, be it gadgets, fashion, food or lifestyle; get the best of it all. Zee Cinema too will have a local flavour.
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