The Hindu Business Line : Zee hopes to tap rural viewers for Telugu channel

ZEE Network, which is launching its Telugu channel under the Alpha regional channels basket, is unfazed by the market shares of the established channels in Andhra Pradesh.

What the entertainment major feels is that the existing players could turn just one third of viewers as their loyal viewers.

"But there are still a very large number of viewers out there who are not loyal to any channel. They are just channel surfers. We would like to tap this segment to build on our marketshare," Mr Ashish Kaul, Vice-President (Corporate Brand Development Group), told Business Line.

Mr Ashish was here in connection with the launch of its Telugu channel, christened Alpha Telugu. The channel found that majority of viewers live in rural areas. The channel, slated to be launched in August, signalled the foray of Zee into the Rs 500-crore Southern television market. Zee's Alpha basket comprises Marathi, Punjabi, Gujarati and Bengali. After Telugu, Zee would launch channels in Kannada and Tamil.

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Zee hopes to tap rural viewers for Telugu channel