This document provides a case study and SWOT analysis of Zee TV. It summarizes the channel's background and target audience. Strengths include being India's first private Hindi channel and having a global presence. Weaknesses are a lack of innovative content and shows appealing to modern audiences. Opportunities exist in producing contemporary, thought-provoking shows. Threats include similar content across channels and competition for viewers. Research found audiences want realistic stories and characters they can relate to. The analysis provides insights and recommendations for Zee TV such as developing modern content, acquiring movie rights, retaining talent, and leveraging social media and contests.

1. CASE STUDY

2. ABOUT ZEE
• Parent Company – Zee
Entertainment Enterprise Limited
• Category - Entertainment TV
Channel
• Sector- Media And Entertainment
• Tagline- Har Lamha Nayi Ummeed
• Segment- Middle Class, Tier-i Tier-ii
Cities
• Current Target Group - Housewives
and families

3. S
T
W O
STRENGTHS
WEAKNESSES
OPPORTUNITIES
THREATS
SWOT ANALYSIS

4. STRENGTHS
STRENGTHS
• First private Hindi channel in
India launched in 1992
• Global presence across 169
countries
• Widest offering of channels by
a single broadcaster in the
country
• Started the legacy of reality
shows with Antakshari
• Pioneer of cookery show on
TV – Khana Khazana
T
W O
S

5. S
T
W O
WEAKNESS
WEAKNESS
• Unable to cope up with changes and
likings of viewers
• Shows still mainly focus on age old
saas-bahu themes
• Lack of shows for kids and men
• Lack of interactive thought
provoking shows for today’s youth
• Lack of innovation in content
• Fails to capture consumers mindset

6. OPPORTUNITIES
S
T
W O
OPPORTUNITIES
•Content is the key
now
•Shows that appeal
to a contemporary
India

7. • Similarity in shows on
all GECs
• Competition from
other channels like
Colors and Star Plus
to gain #1 spot
THREATS
S
T
W O
THREATS

8. RESEARCH METHODOLOGY
Research
Methodology
Primary
Research
Self-
administered
Questionnaire
One On One
Interviews
Secondary
Research
Analysis Of
Strengths &
Weaknesses
Competitor
Analysis

9. PRIMARY
RESEARCH
TO UNDERSTAND
VIEWER’S PERCEPTION
SELF-ADMINISTERED
QUESTIONNAIRES &
ONE-ON-ONE
INTERVIEWS
RESPONDENTS: 35+
FEMALES & MALES

10. ZEE SURVEY QUESTIONNAIRE
1. Name, Age, Gender
2. Which Hindi Entertainment Channel
do you watch most?
3. Do you watch Zee TV?
4. Which show have you liked the most
on Zee TV in recent years?
5. What type of content do you think
shows on Zee have?
6. What type of shows do you like to
watch on TV?
7. What do you expect from new shows
still to be launched?

11. RESEARCH FINDINGS
Almost all the
respondents watch or
have watched Zee TV at
least once
The shows and the
content of Zee shows
is predominantly
based on repetitive
melodrama
4 out of 10 women want
to see shows based on
newer and innovative
concepts as the old Saas-
Bahu sagas have become
too monotonous
shows no longer
represent reality hence
the audience is unable to
connect to them. 4
others want to see
newer talent pool of
actors and actresses
Majority of them
wish to see more
of reality and
laughter shows

12. INSIGHTS

13. 2 3 4 5 6 7 8 9 10
Zee has always positioned itself as too
ethnocentric. Most of its shows have been based on
traditional Indian values. Its earlier tagline
“Vasudhaiva Kutumbakam” i.e the world is my family
is a good example
Zee should try to change its image from traditionally
Indian to a more modern, contemporary and
continually evolving India
Zee should come up with shows that the audience can
resonate with
The audience today wants real life characters and real
life stories that they could connect with and Zee fails
to offer them that as it still runs on its old model.
Thought provoking shows could be made to stir
audiences and induce some positive social actions.

14. 1 3 4 5 6 7 8 9 10
Regular purchase of satellite rights of new
releases
Unlike other competitors of Zee TV who regularly
buy satellite rights of new releases, Zee lacks
behind on this front
Hence Zee should also buy rights for popular
movies and telecast them before the other
broadcasters
Movie premiers attract good viewership as well as
more advertisers
Also Zee should telecast popular old Hindi
movies during the afternoon slots for the
housewives

15. 1 2 4 5 6 7 8 9 10
Zee needs to capture viewer’s
attention on weekends as that is
when most of its target group is
watching television
They can try and come up with a
family based show to entertain
families like a game show or a travel
show

16. 1 2 3 5 6 7 8 9 10
Humour shows are the need of the hour and
all the top channels have capitulated on this
well.
SAB TV: Taarak Mehta ka Ooltah chashma
SONY: Comedy Circus
Star Plus: Mad in India
Life OK: Comedy Classes
Colors: Comedy Nights with Kapil
Therefore Zee needs to pay more emphasis on
humour based shows
But instead of telecasting them on weekends
when Comedy Nights is being telecasted, the
show could be telecasted on weekdays during
prime-time to avoid any clashes

17. 1 2 3 4 6 7 8 9 10
Loss of talent to other channels
Over the past years, Zee has lost some of
its top talent and faces to other channels
Eg: DID judges Remo D’souza and Terence
Lewis now judge shows on other channels,
producers like Ekta Kapoor who started her
career with ‘Hum Paanch’ on Zee eventually
moved to Star Plus
Zee needs to retain its talent.

18. 1 2 3 4 5 7 8 9 10
Zee should try to rope in popular
directors to direct shows for the channel
Audiences know these names and therefore
take deep interest in watching their shows
These shows get promoted without much
effort and this might add great value to the
channel in return
Saraswatichandra directed by Sanjay Leela
Bhansali’s
Ashutosh Govariker directed Everest are
both aired on Star Plus and managed to
create a lot of publicity even before their
launch

19. 1 2 3 4 5 6 8 9 10
Lack of star quotient in shows:
Many channels today are paying a
huge amount to get the best of the
television industry on their channel
Zee lags behind in such ventures
Sonali Bendre’s new show Ajeeb
Dastaan hai yeh on Life OK has
garnered high TRP’s only because of
her star quotient

20. 1 2 3 4 5 6 7 9 10
Longer format shows and exaggerated story
lines are no longer in business
Audiences lose track of what is going on and
eventually move to other channels
Zee should come up with shorter format shows
to keep its audiences glued to the screen. Eg:
‘Yeh hai Aashiqui’ show on Bindass features a
new story in every episode
Zee can also come up with a ‘Once a Week’ show
as well.

21. 1 2 3 4 5 6 7 8 10
Zee can try and get copyrights for some
popular foreign shows that suit its image.
This will capture the urban audiences who
enjoyed watching the original version
Eg: The show Khatron Ke khiladi on Viacom 18’s
Colors is the Indian version of Fear Factor while
Bigg Boss is the Indian adaptation of Big Brother
in UK. Both the shows have garnered very high
TRP’s and have been extremely popular among
audiences of all age groups. This would provide
a break from the repetitive content

22. 1 2 3 4 5 6 7 8 9
An extension of a recently
concluded popular reality
show can be made.
This will keep the audience
engaged with the same show
and people and would help
create recall if and when the
second season of the show is
launched

23. MARKETING STRATEGIES

24. SOCIAL TV
1
•Twitter: character interaction
•Facebook: Fanpage can be created where
discussions about ongoing stories and
prediction of coming up stories can be
made. Also contests about Zee shows can be
conducted on the page and Zee goodies can
be given to the winners.
•Zee TV website: Complete shows can be
made available here with just snippets of
them being present on YouTube. Snippets
of upcoming shows will also be present
here before they are telecasted on the
channel.
More interactive website where audiences
can engage with the channel

25. PR
PR campaign
Zee TV can go to certain selective cities
in India and can organize contests
among women in localities based on
how much they know about Zee TV and
its shows. Winners from each city will
be invited to Mumbai for a two day
extravaganza where they will be
pampered and given preferential
treatment. They will also get the chance
to see the shoot of their favourite TV
show. This whole campaign will only be
telecasted on Zee TV on Sunday
mornings for a month.

26. OOH
• Out of Home:
• Digital Billboards can be erected in
cities on which the channel can
promote all its shows and can even
showcase a glimpse of the upcoming
episodes
• Also traditional outdoor advertising
can be done on buses and in local
trains and metros

27. CROSS CHANNEL
Cross channel advertising:
Zee TV can advertise on other GECs about its shows
like Colors did when it was launched

28. CONTESTS
Run contests where the audiences can
choose their favourite storyline and
characters

29. THANK YOU
Karishma Malpani
Swechcha Kumar
Karishma Changlani