Financial Daily from THE HINDU group of publications
Friday, Sep 05, 2003
Financial Daily from THE HINDU group of publications Friday, Sep 05, 2003 |
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Marketing
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Advertising Zee-Turner banks on Cartoon Network for Chennai market Sriram Srinivasan
Chennai , Sept. 4 WHEN you have a segment leader such as Cartoon Network on the distribution platform, it makes sense to try and leverage its popularity to drive demand for the sister channels. More so, if the distribution network is Zee-Turner and the target city is Chennai, where Zee's Hindi offerings would not account for much audience interest. Although Zee-Turner's CEO, Mr Sunil Khanna, admitted in an interview with Business Line that Cartoon Network would be one of its driver channels, along with CNBC and Zee MGM, in Chennai, a print ad brought out by the group on Wednesday seems to further reinforce this fact. Interestingly, the ad for Cartoon Network's Pokemon has been brought out by Zee-Turner and bears the logos of all its affiliate channels. Though such an ad is not unusual, the significance of its timing should not be missed (coinciding with the conditional access system implementation), say industry observers. According to advertising professionals, Cartoon Network will not only drive demand for the Zee-Turner bouquet but will hold the key in luring consumers toward buying set-top boxes. But with a channel share of about one per cent (TAM data among all adults, for the week ended August 23) in the city, and the initial lukewarm response to the sale of set-top boxes, it remains to be seen whether Cartoon Network proves to be a winner for the group and for CAS as a whole, they say. The a la carte rate for the channel is at Rs 20 while the bouquet rate is Rs 55. The group would be riding on the strength of its Hindi channels, along with those such as Zee MGM which has "picked up" in viewership, to drive demand in the North, Mr Khanna said.
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