Restoring ZEE TV to former glory

About Zee

1. Launched as Zee Telefilms in 1992, now Zee Entertainment Enterprise Limited2. First Hindi satellite channel3. First listed media company in India4. Zee’s Chairmen, Managing Director and Founder is Subhash Chandra and CEO is Puneet Goenka

Company Analysis

Mission & Values

“To become the world’s leading global media company from the emerging markets. As a corporation, we will be driven by innovation and creativity and would focus on growth while delivering exceptional value to our customers, our viewers and all our stakeholders”

Zee’s History1. IPO of Zee telefilms2. Launches Zee in US, UK, Africa etc- 1996-983. Enters into content driven joint ventures with MGM and Viacom- 20004. Launches internet over cable services- 20005. De- merger of Zee Telefilms ltd- 20066. Formation of Zeel- 20077. Launches Ditto TV- 20128. Launches & Pictures and Zee Anmol- 2013

SWOT Analysis

Question

1. What should Zee do from a content and marketing strategy perspective to regain audiences?2. How can Zee through innovation and creativity reinstate its No. 1 position?

Opportunities

a. Content1. No one watches TV anymore, especially youth. So coming up with shows focusing on youth, social changes,

current environment, interaction oriented etc will be helpful for Zee to gain its market base.2. Use of digitization as a tool instead of running away from it. Engagement of audience in social media through

their serials may turn out to be effective for Zee.

Strength

1. Growth in advertising revenue by 21.2%

2. Overall subscription revenue is increased by 29.7%

3. Profit after tax for the year 2014 is Rs. 8900 million, with growth of 23.9%

Opportunity

1. Improvement in content and marketing area

2. Available tools- Innovation+ Creativity3. Digitization 4. Milk the video on demand service5. Entry into more regional market for

market shares6. Move on from traditional methods of SEC

Threat

1. Strong competition from Star and Sony TV

2. Price forbearance3. Policies4. Digitization (illegal activities)

Weakness

1. Poor and repetitive content2. No innovation and creativity3. Long tenure of serials4. Not focusing on current

environmental and market changes5. New GEC’s are not effective

3. Saas- bahu, Beti, Dowry etc are the themes of past now. Current topics such as Rape, Eve- teasing, Sexual harassment, Office culture, Politics etc should be focused for their new shows.

4. Content driven shows needs to stop after setting an agenda. No need to stretch the show for 1000 episodes and making it monotonous for the audience.

5. Reality shows are no longer real, go back into past and mix it with present for the betterment of Zee’s own future.

b. Marketing Strategy1. More regional shows are required to conquer local markets. Southern and Eastern markets are well covered but

Western and Northern markets need to be taken into consideration.2. Subscription revenue has grown in past years. More effort is needed to grow this area further as it covers the

entire market. 2014’s subscription revenue covered 46% in total.3. Company is reaching to its audience via India.com, Ditto TV which is Over the top platforms. So increase in their

use is mandatory to overcome marketing challenges.4. Category creation can turn out to be a game changer for Zee5. Overall digitization is a necessity for Zee at this point to prove its prowess in the market.6. Collaboration with foreign countries such as Pakistan for new channels like Zee Zindagi will give zee audience

number a boost because of the different content and an emotional connect with the neighbors.