has ventured into Tamil Nadu with Zee Tamizh. Announcing the launch in Chennai, Zee's CEO Punit Goenka said that the channel, the group's third venture in the South after Telugu and Kannada, was aimed at exploiting the 'biggest' market in South India.
The maximum time spent in front of a television in India - an average of 14 hours a week - is by the people of Tamil Nadu. Of this, six hours are spent watching Sun TV and the rest are distributed among 24 channels. With 3600 GRPs on offer in a week, Chandrasekaar Bharathi, Business Head, Zee Tamizh remarks that it is the best time to jump into this vibrant market.
The Group will invest Rs 100 crore in the new channel in the first two years of its operation. Zee Tamizh is targeting the age group between 18-45 years. It will be a pay channel and the 33rd from the Zee Group since its inception in the 1990s.
A heavy dose of promotions has already done the rounds. "We are reaching the public through print and FM," says Bharathi. Branding of buses and autos along with kiosks and bus stations has also been undertaken. This will continue for another 15 days. Besides, a 60-day six-city roadshow is being conducted, where among other events, musical nights would be a prominent feature.
As far as advertising on the new channel is concerned, FMCG and retail advertisers are onboard. Bharathi expects more national brands to join the bandwagon once the channel settles down.
The channel is working pro actively in setting up ground distribution. "We are currently available in 53 per cent of the state's rural areas, along with TAM cities. We expect to cover 90 per cent by the end of this week," adds Bharathi.