Zee Business: Go local, get an audience

Zee Business, the business news channel of the Zee Group, has increased its market share almost 100 per cent in the last one year. Launched in November 2004, it was the country’s first Hindi business channel. However, it failed to make a mark. Up until one year ago, the channel lacked direction and a clear positioning. With a market share of approximately 11 per cent, it trailed CNBC, CNBC Awaaz and NDTV Profit by a huge margin.

Last summer, the channel’s new business head, Raktim Das, went back to the drawing board to see how he could drive channel viewership. The problems were aplenty. “We did not even know who we were talking to. However, what we knew was that business leaders like Ratan Tata or Nandan Nilkeni were not talking to us,” says Das.

Step one included defining the core audience and the core positioning of the channel. Since purchasing power was growing in Tier II and III towns, it was decided to focus on small and medium enterprises of up to Rs 100 crore, especially those in the Hindi-speaking markets.

So, the spotlight turned on towns like Moradabad (for its crystal and brass exports), Agra (leather), Ludhiana (wool products and hosiery) and Jaipur (gems and jewellery). To connect with the audience in these towns, Zee Business began organising investor camps.

Zee held 30 such camps where an expert panel talked to people about their financial planning and investment needs. Simultaneously, it launched a hunt for smart investors in these towns who were meant to resolve case studies in financial planning. Selected viewers were shot with their families for an on-air show.

“The exercise has been on for the last nine months and has created a huge rapport with the viewers. The grand finale of the contest is yet to be held,” says Das. In another ground event, the channel organised discussions on emerging businesses in 10 cities. Result? Its viewership has risen from 11 per cent in March 2008 to 19 per cent in November to 25 per cent between January and March. Das claims Zee Business is now ahead of NDTV Profit and UTVi.