Marketing
By
afaqs! news bureau
, afaqs!, New Delhi | In Advertising | January 29, 2009
The news channel is raising awareness about social issues through a marathon, a theme calendar and TV programmes
Zee 24 Ghante Chhattisgarh, the 24 hour Hindi news channel in the state, has taken up the task of raising awareness about social issues. The channel, which was launched in October 2008, recently organised a marathon in Raipur, and it claims it gathered 7,000 people for the event from 68 schools, 10 colleges, 10 NGOs and several corporates and social clubs.
Probably the first marathon of its kind in Chhattisgarh, the event was conceptualised keeping in mind the tagline of the channel, 'Sawal Aapka Hai'. Speaking to afaqs!, Sharad Sahu, marketing and sales head, Zee 24 Ghante Chhattisgarh, says, "We wanted people to run for Chhattisgarh and bring the state prominently forward on the national stage."
marathon was flagged off by local dignitaries and had two tracks - one for school students and the other for professionals and the general public. The channel promoted the event through radio, print, TV, outdoor, Internet, mobile and other media.
At the marathon, Zee 24 Ghante launched a calendar highlighting six social issues, female foeticide, dowry deaths, diabetes control, population control, drug abuse and global warming. The calendar features reworked movie posters, the titles of which were tweaked to highlight each issue.
The television channel also created a pledge memorandum, which was signed by all the people who want to fight these issues.
Now, the channel is taking these causes further by creating programmes which will have an interaction between politicians in the studio and people on the ground, says Sahu. These shows will be broadcast from various cities and districts in the state and will invite people to share their problems on air or through SMS.
The channel will also announce soon other programmes targeted at different groups such as students, housewives and working people.
