It is all systems go for Zee Entertainment Enterprises Limited (ZEEL) as it is prepared to launch its new TV channel, Zee Keralam.
The pay TV market in the India’s state of Kerala is profuse with cutthroat competition, with the Indian mass media firm, ZEEL, finding it difficult to keep up.
Based on the information from the Broadcast Audience Research Council India, the pay-TV industry in the state of Kerala is presently dominated by Asianet of Star India, Surya TV, Flowers TV, Asianet Movies, and Mazhavil Manorama.
Nevertheless, the show will go on as ZEEL introduces Zee Keralam on Monday, November 26.
Zee Keralam is a general entertainment channel (GEC).
According to the information provided by ZEEL, the state of Kerala provides 3.7 percent of national audience share, while Malayalam GEC gives 57 percent of the overall viewership.
Similar data also presented that ownership of the TV equipment in Kerala is 90 percent, with nearly all residents subscribing to paid TV channels.
The new Zee Keralam channel will be available with an original content lineup.
The Kerala audiences will be fully entertained with reality shows like “Tamasha Bazaar,” “Dance Kerala Dance,” “Good Morning Keralam,” and “Super Bumper.”
Moreover, fiction programs such as “Chembarathi,” “Alliyambal,” “Adutha Bellodu Koodi,” “Swathi Nakshatram Chothi,” and “Kuttikurumban” are also included in the programming list.
With Zee Keralam, movie enthusiasts can look forward to two new films every Saturday and Sunday, making the weekend a comfortable and relaxing one.
The sponsors of the new pay TV channel include Palmolive, 7UP, Chungath Jewellery, Nerolac, and Fogg.
Siju Prabhakaran, ZEEL’s south cluster executive and Zee Tamil’s business chief, cited that they are aware of the existing competitors in the pay-TV market.
He said that Zee Keralam will concentrate on offering new and unique content to their audiences.
Prabhakaran pointed out that Zee Keralam will be available through all direct-to-home (DTH) and cable TV operators.
Their creative and extensive 360-degree campaign consists of TV commercial, digital, outdoor, print, radio, and public relations advertisements to promote Zee Keralam.
The ZEEL executive said that, with all of these promotional efforts, they are confident that they would be a “challenger brand” in the coming months.