Zee Entertainment Enterprises Ltd. (ZEEL), established in 1992, is India's second largest media and entertainment company, with 34 channels reaching 730 million viewers across 169 countries. ZEEL has rebranded itself to target emerging Indian women with new programming strategies, including family-centric shows and a fresh slogan, 'ummeed se saje zindagi'. Despite early success, the company faced challenges, including losing market share to competitors like Aaj Tak and ABP News.

5. 34
Channels
169
Countries
730
Millions
Viewers
Established
2- October
1992

6. ABOUT ZEE
• Zee Entertainment Enterprises Ltd. (ZEEL) is the second largest
Indian media and entertainment company based in Mumbai,
Maharashtra, India.
• It is a subsidiary of the Essel Group.
• The company's chairman, managing director and Founder
is Subhash Chandra and its chief executive officer is Puneet
Goenka.
• Zee is the largest production of Hindi programming.
• It was a first company to launch a satellite channel in India.
• First listed media company in India.

9. • The unshackling of the ‘Z’ from the box symbolises
today’s woman’s zest for life and confidence to go
out in the world beyond her home.
• The overall design has a progressive feel and reflects
the idea of looking into the future with hope and
depicts a more dynamic and spirited outlook.
• The rainbow of hope is a very important element of
the new packaging. It is colorful, ethereal and
symbolically emphasizes the promise of ‘Umeed
Se SajeZindagi’… celebrating hope and life.

10. Umeed Se Saje Zindagi

11. ZEE’s Market
Segmentation
Geographic
Regions, City,
States, Rural &
Semi Urban
Demographic
Age, Family size,
Gender,
Education
Psychographic
Socio -
Economic,
Lifestyle,
Personality
Behavioral
Response,
Benefits,
Readiness

12.  Dedicated channels :
 Zee Punjabi, Tamil,
 Bangala, Marathi,
 Oriya, Kannada
 Dedicated Programs :
 Regional Movies
 Regional News
 Reality Shows

13.  Dedicated channels :
 CNBC
 Cartoon Network
 Pogo
 Zee cinema ( all age groups )
 Dedicated Programs :
 Market Watch
 Chhota Bhem
 Sa Re Ga Ma pa
 Movies, Masti, Magic

14.  Dedicated channels :
 Zee Trendz
 Zee Sports
 Zee Jagran
 Dedicated Programs :
 Lifestyle Program
 Khana Khazanna
 Reality shows

15.  Dedicated Programs :
 Dance India Dance
 Jodha Akbar
 Sapne suhana ladakpan ke

16.  Zee Network’s new slogan —
“Ummeed Se Saje Zindagi”
 A new positioning targeting the emerging Indian woman.
 Change in the programming strategy and the channels
look to unveil more family-centric shows, targeted
especially at women.

17.  Adopted rebranding, repositioning strategies to maintain a
common identity to varied brands, Zee initiated the
re- branding of the entire Zee range of brands and all the
channels of Zee sported a new logo.
Cont’d..

18. • Relook on channel and program positioning
• Marketing strategies & presentation
• Prime time slots for new shows “Pavitra Rishta”
• After-noon movies
• Reality show: “Sare Ga Ma Pa”
• Production house for movies
• Zee-Cine awards

22. 23%
26%
24%
16%
10%
11%
Star Plus
Colors
Zee TV
sony
Life ok
Others
Star Plus
Colors
Zee TV
Sony
Life ok
others

23. 25%
20%
19%
16%
7%
13%
Relative Channels Share
Aaj Tak
NDTV India
ABPNews
Zee News
DD News
India TV
ZEE NEWS - HIGHLIGHTS
Aaj Tak
NDTV India
Zee News
ABP News
DD News
India TV

24. Zee TV’s Viewership – Zee Cine Awards 2012
0%
10%
20%
30%
40%
50%
60%
Zee TV Star Plus Sony
Percentage 53% 20% 27%
AxisTitle
Channels Average
Television
Rating
ZEE TV 4.9
Star Plus 2.69
Sony 1.29

25. ZEE’s Global Reach

26. 56%
13%
11%
6%
14%
Revenues: Rs 30,136 million
Advertising
Domestic Cable
Domestic DTH
Other Sales
InternationalAdvertising
Other Sales
International
REVENUE PIE FY2011
 Advertising  Other sales Subscription

29. • Zee launched ZEE TV, the nations first Hindi channel by a pvt.
Organization.
- By 1994 Zee‟s prime time audience share was 37% compared to
Doordarshan‟s 39% -
Star‟s meager share was just 8%.
• 1992 -2000 Zee commanded the highest market share
• Content ranged from film-based to educational programs -
Increased the multiplicity of choices.

30. • Completely integrated media corporate
- Major presence in TV programs, films,
music, print, broadcasting , cable
distribution, internet portals etc.

31. • Pioneering venture into the UK, US & African & Middle
East market – increasing its global presence
• The bouquet of regional channels.
- first to reach out to the regional masses.
• Prominence gained by other subsidiaries.

32. • 34 Channels , 730 million viewers worldwide,
presence in 169 countries.
• Instant success of Reality show – Dance India Dance,
Sa Re Ga Ma Pa
• Subhash Chandra taking the lead & his innovations
• Zee Cine Awards – Dubai & London
- a truly global phenomenon

33. • Suffered from Marketing Myopia
- failed to anticipate the competition.

34. • Zee News loosing market share to AajTak, ABP news.
- AajTak’s , ABP news have dynamic programming
& breaking news.
• In October 2000, Zee launched “Sawaal Dus Crore Ka”
which turned out abysmal for the channel.

35. • Joint Venture with Turner International
India (Late 2001)
( fully owned subsidiary of AOL Time Warner)
- Joint Venture named Zee Turner Pvt. Ltd.
- A blend of international & local channels
- India’s largest entertainment distribution comp.

36. - Takes advantage of the situation
- Evolution of a revamping strategy
- Improving program content
- New shows added such as Qubool hai,
Jamai raja, Kumkum bhagya, dance India dance.

37. Quality content by SONY & STAR
• Sony launched the Sports
- Movie Channel named SET-MAX.(1999)
- Viewers ko deewana bana de
• Knockout blow by KBC(July 2000)
- Kaun Banega Crorepati

38. • Balaji Telefilms (2000)
- The Serial Killer A national craze
– Portraying the epitome of Indian
tradition & culture
• Launch of AajTak(Dec 2000)
– „Sabse Tez‟

40. Zee Entertainment Enterprises Ltd. (ZEEL)
• The overall design has a progressive feel and reflects
the idea of looking into the future with hope and
depicts a more dynamic and spirited outlook.
(ZEEL) is the second largest Indian media and
entertainment company and looking for a progressive
future in coming time.
 Slogan —
“Ummeed Se Saje Zindagi”

41. Umeed Se Saje Zindagi