The Hindu Business Line : Zee-Turner to target rural AP

EYEING the huge rural market in Andhra Pradesh, Zee-Turner has launched two schemes specifically targeting the viewers in the countryside. Zee-Turner is the distribution arm of Zee Telefilms and Turner International India.

These schemes allow cable operators to offer three popular channels from the Zee-Turner bouquet at "a very competitive pricing".

While the first scheme comprises Pogo Telugu plus any two of the Zee channels, the second scheme offers cable operators the option of choosing any three channels from the Zee-Turner bouquet.

"Andhra Pradesh, with a total of 7.3 million C&S (cable and satellite) households, is the single largest contributor to the Indian C&S households figure. While the urban contribution to such households is 46 per cent, rural contribution is 56 per cent, which clearly indicates a huge potential in the rural market," said Mr Dheeraj Kapuria, CEO, Zee-Turner, in a release on Friday.

"Besides, this would help us consolidate our market share in this largely untapped market."

To sell the idea, the company plans to organise road shows in rural areas.

"The channels will be taken to small villages with the objective of reaching out to people and giving them a first-hand viewing experience," he said.

Currently, Pogo has two hours of Telugu content. "Tamil is another option we are looking at. As a kick-off to Pogo's localisation strategy, viewers will be introduced to the new faces of Pogo on a new zone called Prime Pogo. This will be unveiled on August 6," a company official said.

"The new initiative will engage viewers with the channel through online contests, phone-in competitions, viewer letters, celebrity guests and special reports on amazing kids from across India."

More Stories on : Radio/TV | Strategy | Andhra Pradesh

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