Archive · 18 Jul 2025
Zee's Strategy for Hyperlocal Viewers & Smarter Ad Outcomes
Zee, a TV company, is making changes.
They're launching new TV channels in local languages to attract more viewers, especially in smaller towns.
They're also creating a new system called R.I.S.E. to help advertisers see exactly how well their ads are working, so they know they're getting a good deal.
They want to offer exciting content and show advertisers what they're getting for their money.
They are hoping this will attract both traditional TV watchers and advertisers looking for a good return on their investment.
Zee Entertainment Enterprises Ltd (ZEEL) is implementing a two-pronged strategy to adapt to evolving viewership and advertising demands.
The strategy includes launching new regional general entertainment channels (GECs) and a performance-focused advertising platform.
Zee is launching two new hybrid GECs, Zee Power in Kannada and Zee BanglaSonar in Bengali, targeting specific audiences.
The new B2B platform, R.I.S.E, integrates Zee's assets across various platforms to provide measurable ROI for advertisers.
The company aims to expand viewership and advertising revenue through this dual strategy.
- Who
- Zee Entertainment Enterprises Ltd (ZEEL) and advertisers.
- What
- ZEEL is launching new regional channels and a new advertising platform.
- When
- The channels are launching soon, and the R.I.S.E platform is already underway.
- Where
- India, specifically targeting audiences in Kannada and Bengali speaking regions and multiple cities for ad platforms.
- Why
- To attract more viewers, especially in regional markets, and offer advertisers measurable results for their ad spending.
Advertiser Perspective
Zee's Perspective
Advertising Effectiveness
Advertiser Perspective
Desire for clear, measurable ROI from advertising campaigns.
Zee's Perspective
Concern about the effectiveness of traditional media buying.
- Company
- Zee Entertainment Enterprises Ltd (ZEEL)
- New Channels
- Zee Power (Kannada), Zee BanglaSonar (Bengali)
- Advertising Platform
- R.I.S.E (Results Integration Strategy Engagement)
- Target Audience
- Regional markets, smaller towns, specific demographics
- Objective
- Expand viewership and advertiser revenue.
- Location of Events
- Mumbai, Delhi, Bengaluru, Chennai, Kolkata