Zee Telefilms' Competitive Strategies

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Case Details:

Case Code : MKTG107
Case Length : 17 Pages
Period : 1992-05
Pub Date : 2005
Teaching Note : Available
Organization : Zee Telefilms Limited
Industry : Entertainment
Countries : India

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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Competition from Star and Sony

In September 1999, the Star and Zee partnership came to an end, and this left Star to go its own way. Sony, meanwhile, launched its sports-cum-movies channel "SET MAX" in 1999. Star tried its best to pull in the viewers. But the scene seemed uncertain for both Star and Sony, as all their efforts were not quite paying off...

Zee Fights Back

In order to compete with Star and Sony, Zee implemented a two-pronged strategy from September 2000 onwards. One element was to reform the programming content and the second was to redefine the prime time band (which was usually taken to run from 9 PM to 11PM) by extending the programming slots to 45 instead of the existing 30 minutes.

Explaining these moves, R K Singh, chief executive officer of Zee Network, said that this initiative was a continuation of Zee's efforts to provide clean, wholesome family entertainment.

Consequently in October 2000, Zee came out with "Sawaal Dus Crore ka" (SDCK), two months after KBC was launched. Zee also launched two new channels Zee English and Zee Movies in 2000. Zee Movies was re-launched the same year as Zee MGM...

The Re-Branding Exercise

Early 2005, Zee initiated the re-branding of the entire Zee range of brands. In line with this strategy, all the channels of Zee sported a new logo, and new on-air packaging and promotions were introduced. This sprucing up was expected to increase the TRP of all its channels.

As a part of this exercise, the three English channels were also renamed. dz was renamed ZEE Trendz, ZEE English became ZEE Café and ZEE Movie Zone was named Zee Studio. Also, Smile TV was now ZEE Smile...


Exhibit I: Zee: Growth Pattern
Exhibit II: Zee's Reviving Stock Market Performance: 2004
Exhibit III: Zee News-Viewership 1999
Exhibit IV: Zee-Overseas Success
Exhibit V: Scenario Before "Tehelka"
Exhibit VI: Aaj Tak Vs. Zee News
Exhibit VII: Zee Tv's Viewership During "Zee Cine Awards 2004"
Exhibit VIII: Zee Revenues: An Overview
Exhibit IX: Zee's Regional Reach: A Comparison
Exhibit X: Zee: Global Reach
Exhibit XI: Re-Branding Exercise

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