Companies

Zee bets big on Ramayan

Meenakshi Verma Ambwani New Delhi | Updated on August 10, 2012

ramayan.jpg

The broadcaster has got on board members of the Sagar family that was associated with the making of the original Ramayan.





After Star’s success with Satyamev Jayate, Zee TV is planning to engage families with the recreation of the epic mythological series “ Ramayan” in the Sunday morning slot starting August 12.

The broadcaster is charging a premium on advertising rates for this series. It is also looking to maximise its revenue and reach with a simulcast on public broadcaster Doordarshan.

Media planners said that the broadcaster is charging as much as Rs 1.5 lakh per ten seconds for ad spots on the show, which is equal to a big ticket show on prime time on a general entertainment channel.

The broadcaster has got on board members of the Sagar family that was associated with the making of the original Ramayan.

“To air Ramayan on Sunday mornings is part of our strategy to extend our original programming content over the weekend. Besides, we hope to bring back the era when the entire family would sit together and enjoy some quality time in front of the television,” said Ajay Bhalwankar, Head- Content, Hindi GECs, Zee Entertainment Enterprises (ZEE).

Talking about the reason behind, Zee’s strategy to simulcast the show with DD, Mr Bhalwankar said, “This is with a view to ensuring that we maximise its reach, we have made the show available on Doordarshan at the same timeslot of 11 a.m. every Sunday.”

The show will also help the broadcaster gain additional advertising revenues.

Ashish Sehgal, Chief Sales Officer, ZEE, said, “We are charging a 50 per cent premium on ad rates for this show. The response from advertisers is very good. But, we have to be careful about which brands we choose to associate with a mythological show like Ramayan.”

He said the two sponsors that have come on board include Moksha Agarbatti and Facia ayurvedic soap. He added that the broadcaster is in talks with other brands for long term agreements that could last for this show.

Meenakshi.v@thehindu.co.in

Published on August 10, 2012

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