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Purvita Chatterjee

Mumbai, Aug. 21 Zee News is targeting a turnover of Rs 10 crore this fiscal from its recent foray into business trade shows. Zee News is currently negotiating with trade bodies such the American, French and Italian Chambers of Commerce to invite companies and brands to interact with viewers and advertisers.

Besides, there are also plans to take its branded trade shows overseas to countries such as South Africa and Thailand where its channels have a considerable viewership.

Speaking to Business Line, Mr Rajiv Tyagi, Vice-President (Special Projects), Zee News, said, “Currently we are looking for more print, outdoor and radio companies as partners; we plan a 360 degree approach to build our trade show brand. Foraying into trade shows is a way of increasing recall of our channels and building a business avenue for our advertisers.”

Zee News Ltd currently has three more channels under its fold — Zee Business, Zee Twenty Four Taas, 24 Ghante. “All this time we have been getting revenues from selling airtime, but now we would be selling space at our stalls and adding to our revenues,” added Mr Tyagi.

Having forged a partnership arrangement with Sunstar Expositions (a exhibition organising and management company), Zee News has already invested Rs 4.5 crore into the business. “We are expecting to get returns between 10-15 per cent of our expenditure ,” added Mr Tyagi.

To begin with Zee News would be aligning itself with the 3rd edition of International Bikex India, an expo of bicycles and motorcycles. Other exhibitions planned are in areas such as the commercial and constructive industry and auto electricals.

Star News too has also forayed into the exhibition segment last year when it launched a career fair. This year, the network tied up HDFC to bring its Star News Global Property Fair. In the recent past, Star TV has also forayed into the exhibition segment by extending its brand ‘Star Parivaar’ to the Asia Wedding Fair (series of wedding exhibitions across India). According to Ms Nanette D’Sa, Vice-President, Licensing & Merchandising, Star India, “In our case we have licensed our brand to have our consumers experience our brand beyond television.”

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