Zee Business aims to attract female audiences

By Sangeeta Tanwar , afaqs!, New Delhi | In Media Publishing | January 25, 2010
With shows such as Money Matters for Women and Legends and Legacies, Zee Business is looking forward to creating new audience groups and expanding its existing viewership

Business television, traditionally, has had few female viewers. According to TAM Media Research, women account for only 36 per cent of the total viewership of Hindi business channels (C&S, 4+, HSM); with women in the age group of 35+ comprising only 17 per cent of the total viewership. For the English business channels, the percentage of women viewers is slightly higher.

& #BANNER1 & #Zee Business, the Hindi business channel of Zee News, is now making attempts to increase female viewership. To this end, its new show, Money Matters for Women, will provide financial advice to female viewers.

Speaking to afaqs!, Raktim Das, business head, Zee Business, says, "We hope to create new viewer groups for the channel." Das acknowledges that the business space is dominated by higher male viewership, but he believes that an increasing pool of educated women professionals, with considerable disposable income, is a promising potential TG.

Money Matters for Women is being promoted by different female stars of Zee TV's popular daily soaps, who urge the female viewers to sample the new offering.

Many industry observers see this move as a bold one. Amin Lakhani, head, exchange, Mindshare India, says, "It's brave of the channel to at least think and move towards offering more direct and relevant content to women watchers."

However, in terms of business or attracting new advertisers, the planners are not very hopeful. "There are far more efficient platforms such as the GECs (general entertainment channels) to reach out to the female audience. So, the question really is what value add the new offering will deliver to the brands interested, and at what cost?" a senior media buyer questions.

Mona Jain, chief operating officer, VivaKi Exchange, believes that brands, which want to cater to the whole family, might express interest in the show. However, she is also of the view that the show is just a tactical move aimed at creating interest and buzz among specific viewers, rather than a broad consumer effort.

The channel hasn't managed to get a sponsor for the show yet.

Besides, another big ticket show, Legends and Legacies will be launched on the channel. Though the show is not targeted specifically at women, it will have a celebrity woman host in Sulajja Firodia Motwani, joint managing director, Kinetic Engineering. The show will explore the value system followed by successful Indian enterprises and business conglomerates.

Das tells afaqs! that the channel plans to increase the number of AFPs (advertiser funded programmes). A new AFP, LIC Information Classrooms will go on-air in February.

Media planners estimate that the cost of 10 seconds of airtime on the channel would be between Rs 800 - Rs 1,200. The categories that advertise on Zee Business are BFSI, automobiles, IPO, corporate, PSUs and apparel.

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