multi-agency pitch involving four agencies, MPG, Delhi, has been awarded the media duties for Zee Turner, the joint venture between the Zee Group and Turner International. The names of the other three agencies could not be ascertained.
The size of the business is estimated to be Rs 6-8 crore. Last fiscal, the company's spends were around Rs 4 crore so, in a way, the spend has almost doubled this fiscal.
With the advent of new distribution platforms such as CAS (conditional access system), and DTH (direct-to-home), the competition for Zee Turner has grown, which is why it has increased its media budget. It now wants to interact with consumers at various touch points across media.
The agency is expected to re-evaluate consumer behaviour and determine how the choice of media is affected as a result of the transition from analog to digital.
The incumbent agency on this account was Madison, Delhi. The creative continues to be with FCB-Ulka.
Talking about the reasons for moving the business, Kundan Joshee, head, marketing, Zee Turner, says, "MPG was able to comprehend the market penetration and the consolidation required to reach out to the target audience via the relevant medium."
This is the first win for the agency since Nayyar moved in as CEO, India, MPG, in December 2006. She moved from Starcom, where she was managing director, North India, Pakistan and Bangladesh.
Throwing light on the changing business dynamics in broadcasting, Joshee adds, "The number of initiatives, ad spends and investments will all witness a hike. Subscription revenues will serve as a catalyst to gather income for the channels."
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