ZEE ties up with Bhaskar Group to hunt talent

Talent hunt is no more restricted to the television medium. Even the print medium is trying to leverage this proven formula for success. The Bhaskar group of publication has launched a contest for its readers and the winner of this contest could land up in a ZEE show.

Sanjeev Kotnala, senior general manager, brand strategy and communication, Bhaskar Group, says, “This is a great tool for building reader relationship and association. Millions cherish the dream to act on screen and that is evident from the popularity of talent hunt shows on television. Above all, Dainik Bhaskar has always been quick to innovate and bring something new for its readers. So, we have tried out this tried-and-tested formula of television in print.”

As per a strategic deal between Bhaskar Group and ZEE, a contest revolving one of ZEE's show will be published in Dainik Bhaskar, Rajasthan and Divya Bhaskar, Gujarat.

All the reader needs is to answer questions – based on the episode to be telecast – published in the dailies. There would be four questions in a week – one every day from Monday to Thursday – and the reader needs to get two answers correct.

At the end of the contest, the winner will get to work in the serial based on his/her age, looks, gender and of course talent. Apart from this, the winner's profile alongwith his/her photograph will be published in the Bhaskar group of publications. In case of more than one correct entry, the winner will be selected through a lucky draw. At present, the contest revolves around the popular ZEE TV show – 'Kareena Kareena'.

Presently, the contest is valid for readers in Gujarat and Rajasthan but very soon, it would be extended to other states where Dainik Bhaskar has editions.

The deal is a win-win situation for both the players. While ZEE gets to promote its shows among the Bhaskar readers, the publication manages to hook the readers' interests.

Shalini Agarwal, associate vice-president, marketing, ZEE TV says, “Interactivity is the latest buzzword in the television industry now. We hope to increase this interactivity among our viewers through this contest. Since the questions are based on forthcoming episodes, viewers will be interested to watch the show to find out whether they have got their answers correct. ”

Elaborating the strategy behind selecting the Bhaskar Group of publications for this contest, Agarwal says, “The profile of ZEE's viewers and Bhaskar's readers are quite similar and as a mass entertainment channel, our focus is mainly on the Hindi speaking markets, which includes Gujarat and Maharasthra.”

It's not clear whether there was a monetary agreement between the two groups. Agarwal, however, didn't rule out the possibility. She said, “These kind of deals are mutually beneficial for both groups. We sat across the table to find out what Bhaskar Group and ZEE could do together to boost our individual connectivity with our patrons.”

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