Latest news with #GEC
Time of India
4 days ago
- Entertainment
- Time of India
Media Moves: Indian cinema's ascent, Gen Z engagement, and evolving ad models
Welcome to your weekly dose of insights from the dynamic world of media and entertainment. In this edition, we delve into whether Indian cinema's recent strong performance signifies a lasting comeback, explore how brands are effectively engaging Gen Z through authentic outdoor campaigns, examine ZEEL 's innovative hybrid content strategy to boost viewer engagement, and look at Flipkart's new advertising model designed to ease ad spending risks for sellers. Let's find out more Is Indian cinema's resurgence a blockbuster or a cameo? Indian cinema is experiencing a significant revival, moving past the uncertainties of the pandemic to achieve robust box office results. This resurgence is largely attributed to compelling content and the irreplaceable communal experience of watching films in theatres, with the industry possibly approaching pre-pandemic consumption levels. Read more.. Why you should care: For stakeholders across the media and entertainment spectrum from filmmakers and distributors to exhibitors and investors this signals a healthy recovery and substantial growth potential. It suggests a renewed audience appetite for cinematic releases and offers crucial insights into the evolving landscape of film consumption. Marketing to Gen Z in the wild: Why authenticity works better outdoors This article examines how brands are successfully connecting with Gen Z audiences through authentic outdoor advertising. It suggests that traditional marketing tactics are less effective with this demographic, who value genuine engagement and experiences, particularly in out-of-home settings. Click here to know more.. Why you should care: This is vital for marketers and advertisers keen to reach a discerning Gen Z audience. It underscores the importance of authenticity and innovative outdoor strategies that resonate with a generation known for its digital fluency but also its appreciation for real-world interactions. Hybrid content model: ZEEL blends cinema with GEC for enhanced viewer stickiness ZEEL has strategically adopted a hybrid content model, rebranding to 'Z' and launching innovative hybrid channels like Zee Power and Zee Bangla Sonar. This approach merges cinematic content with General Entertainment Channels (GEC) programming to significantly enhance viewer engagement and improve profitability. Find out more.. Why you should care: This is a vital blueprint for broadcasters and content creators, showing how to adapt to changing consumer demands, diversify content, and boost ad revenue in today's competitive media landscape. Flipkart takes the risk out of ad spending for sellers with new 'Pay Later' model Flipkart has introduced an "Advertise Now, Pay Later" (ANPL) model, which aims to alleviate the financial burden on sellers by allowing them to run ad campaigns without upfront costs. This system uses predictive algorithms, charging sellers only when their advertisements lead to incremental sales, thereby democratising advertising and fostering long-term brand value. Read here.. Why you should care: This innovation is highly significant for the digital advertising and e-commerce sectors within media and entertainment. By shifting the advertising risk from sellers to the platform and focusing on performance-based payments, the ANPL model could revolutionise how advertising evolves across digital platforms. Read more Pitch Perfect: Startup-themed content takes centre stage on TV and OTT Streaming platforms shift from dark thrillers to family-friendly stories to woo small-town India Popularity of re-releases shows that audiences want old school films IPL valuation jumps nearly 13% to $18.5 billion on strong media deals, fan growth Apple reportedly bids $150M for annual F1 streaming rights in US And that's a wrap on this week's tour of the media and entertainment landscape. We trust these insights sparked new ideas and offered valuable takeaways. We'd love to hear your thoughts! Connect with us on LinkedIn and tag @ETBrandEquity to share your perspective. Don't miss our next edition for more essential updates shaping the industry. See you next Friday -Team ETBrandEquity
Time of India
4 days ago
- Business
- Time of India
Hybrid content model: ZEEL blends cinema with GEC for enhanced viewer stickiness
Zee Entertainment Enterprises (ZEEL) has rebranded its legacy identity to a sleek, future-facing 'Z', signaling a pivotal transformation into a dynamic content-tech company. This renewed vision includes the launch of two hybrid channels, Zee Power and Zee Bangla Sonar, which are reimagined versions of existing movie channels. According to the EY-FICCI 2025, GECs and movie channels together accounted for 75 percent of total television viewership, a ratio that has remained consistent over the past seven years. However, despite this dominant share of viewership, these genres attracted only 52 percent of total ad volumes with GECs contributing 30 percent and movie channels 21 percent, highlighting a clear disparity between viewership and advertising investment. Ashish Sehgal, chief growth officer at ZEEL, explained the strategic insight that led to this transformation. He said, 'Advertising trends always follow consumer trends. While our mainline GECs cater to a broad audience, we realised that a new, underserved viewer segment those with sharper, more eclectic tastes was not being addressed adequately on television. By reimagining movie channels, which already have wide reach but low time spent, into hybrid platforms, we're able to deliver differentiated content without cannibalising our existing GEC base.' He further added, 'These hybrid channels will cater to the new-age, often male-skewed audience, offering both fiction and non-fiction stories that aren't currently told on mainstream television. For advertisers, this opens up sharper targeting and lower entry costs, attracting even newer categories like BFSI, travel, or tourism who might not afford premium GEC slots.' Fresh narratives, finite storytelling & targeted audiences In the Kannada market, Zee Power replaces the movie channel Zee Picchar , positioning itself as a sharply defined platform for aspirational, progressive content. Siju Prabhakaran , chief cluster officer, South and West, ZEEL, explained the strategic focus on Karnataka and Bengal markets. "Our extensive engagement with consumers in Karnataka and Bengal reveals a specific, underserved audience: aspirational, impatient viewers who crave new narratives, stronger emotional arcs, and faster-paced stories. Currently, no platform adequately caters to these preferences." While Zee Kannada caters to the entire family, Zee Power is "sharply defined" for an 18-25 age group, with a specific point of view. This content will also be available on Zee5, expanding its reach across platforms. By offering distinct narratives and catering to an underserved segment, ZEEL aims to capture new viewership and advertising revenue, solidifying its position as a dynamic content-tech leader. Zee Power will offer a robust content platter with five original fiction shows daily and one daily non-fiction show at launch. The fiction shows will feature finite storytelling, typically running for 150-200 episodes, a departure from the longer 500-600 episode formats common on mainstream GECs. Key shows include, Rajkumari, Jodi Hakki, Durge, Subhashya Sheegram, Gouri and a non-fiction show Halli Power (Villa to Village). He also highlighted that characters portrayed on Zee Power will be more progressive and represent "today's women", differing from the more traditional underdog narratives seen on existing GECs. Halli Power, for instance, explores the dynamic confluence of urban and rural populations, capturing the aspirations of rural India through a reality format featuring city girls interacting with village boys. Prabhakaran further elaborated on the market dynamics, noting that GECs still dominate TV viewership 55-60 percent , while movies range from 10-15 percent depending on the market. He highlighted that while the Telugu market is a high movie-consuming market, Karnataka is a low one, making the GEC conversion particularly sensible there. The premium pricing and reach commanded by a targeted GEC channel are significantly higher than a movie channel. In the Bangla market, Zee Bangla Cinema is now replaced by Zee Bangla Sonar. Samrat Ghosh , chief cluster officer, East, North & Premium Cluster, ZEEL, provided insights into the Bengali television market, describing it as robust on the back of Bangla GEC, Bangla movies, and Bangla news, which together contribute almost 62 percent to the overall market viewership in Bengal. Of this, 43 percent comes from the Bangla GEC category itself. According to Ghosh, the Bangla television industry has 15.3 million television households, with a penetration of 66 percent which is "a bit under-indexed compared to the national average of 71 percent." This presents a "huge advantage" for ZEEL, indicating significant headroom for growth. Furthermore, rural Bengal is also experiencing growth, and there are populations in smaller towns yet to be reached and whose stories are yet to be told on screen. Ghosh highlighted the duopoly nature of the Bangla GEC category, where Zee Bangla and another leading channel together contribute around 85 percent of the overall Bangla GEC viewership. The remaining channels combined account for only 15 percent. This significant gap, with the third channel at approximately 50 GRP compared to the leading channels with over 500 GRPs, indicates a "need for a strong number three player" in the market. 'The launch of Zee Bangla Sonar is strategically envisioned to "complement Zee Bangla via targeting the emerging and the evolving audience base." While Zee Bangla's core audience is female 25+, urban-centric, and highly NCCS AB skewed, the new proposition is based on market needs. There are smaller towns who are not fully representative of the Bangla GEC space coupled with the fact that all the GEC channels for their core audience are always female. So, none of the channels are actually targeting the male audiences," Ghosh stated. Zee Bangla Sonar's core target audience will be male and smaller-town viewers, while remaining inclusive of female audiences, recognising that in single television homes, the content must cater to the entire family's entertainment needs. Zee Bangla Sonar's content strategy aims to be a strong third player in the Bengali GEC market by targeting a male and smaller-town audience, complementing the flagship Zee Bangla. Fiction offerings like Bedini Jyotsnar Amar Prem and Shriman Bhagawan Das. Non-fiction will feature differentiated concepts such as the musical reality show Sonar Jalshaghar and snackable content like the prank show Akkel Gudum and spooky segments. Strategic value in Zee's hybrid pivot Media experts affirm Zee's hybrid approach as timely and necessary in today's fragmented content landscape. The evolving nature of competition in Indian media is profoundly shaped by the explosive growth of OTT platforms, offering on-demand, personalised content that directly challenges linear TV for viewership and ad revenue. This shift compels broadcasters to innovate with hybrid models and cater to niche audiences, as consumers increasingly exhibit platform fluidity and demand diverse content experiences. Rajesh Sethi, senior advisor at PwC India, said that Zee's shift to hybrid channels is a strategic response to changing viewer preferences, tougher competition, and the need for better ad revenues. With audiences wanting more than just movies, especially as OTT platforms take attention, Zee Power and Zee BanglaSonar mix films with GEC content to offer diverse, personalized entertainment that competes with both Linear TV and digital players. 'This move may help the broadcaster retain its core audience while opening new ways to engage and monetize. Moving beyond single-genre movie channels allows Zee to position its regional channels as a full entertainment destination, boosting loyalty, viewer stickiness, and reducing churn. Overall, the hybrid strategy may broaden reach, deepen engagement, and help keep organisation nimble in the fast evolving media landscape,' said Sethi. A senior media planner who wished to remain anonymous noted that the media landscape has undergone a significant transformation with the rise of web series and original digital content. Today's Gen Z and new-age audiences are constantly in search of fresh, immersive experiences and their deep-rooted connection to vernacular languages like Kannada and Bangla gives broadcasters a unique opportunity. 'Broadcasters are smartly responding by creating what I call a 'hybrid' content model,' they explained. 'The idea is to replicate the success of Hindi GECs and their OTT counterparts, which have won over Gen Z by offering content precisely how and where they want it. Audiences today are platform-fluid—they switch seamlessly between digital and linear screens.' Media planner added that integrating original series and movies on the same channel not only keeps viewers engaged but also offers valuable viewership data for sharper, data-led targeting. Also, it will help the broadcaster monetise better. 'It's about merging two previously distinct audiences —GEC and movie viewers into one unified proposition. Rather than investing heavily in launching new GEC channels that risk competing with their own portfolio, broadcasters are opting to rebrand movie channels into hybrid destinations. It's a strategic, cost-effective move that maximises both reach and relevance in an increasingly dynamic media environment.'
Mint
4 days ago
- Business
- Mint
Zee's twin strategy targets new hyperlocal viewers, smarter ad outcomes
Mumbai: To keep pace with fragmenting viewers and demanding advertisers, Zee Entertainment Enterprises Ltd (ZEEL) is rolling out a two-pronged strategy to rewire the rules of both storytelling and monetisation in Indian television. The broadcaster is expanding its regional television portfolio and launching a performance-focused advertisement platform that aims to deliver measurable return on investment (ROI). The company is launching two new hybrid general entertainment channels (GEC), Zee Power in Kannada and Zee BanglaSonar in Bengali, under its rebranded identity, Yours Truly, Z. The move underscores Zee's bet on the regional markets, particularly in smaller towns, where traditional TV still commands strong viewership. Both channels are designed to tap into sharply segmented audiences with culturally specific programming. Simultaneously, Zee is turning its attention to advertisers with R.I.S.E (Results Integration Strategy Engagement), a new B2B platform that integrates the company's assets across TV, streaming, digital, and influencer marketing. The initiative aims to give brands full-funnel visibility and trackable outcomes, a response to growing demand for accountable, performance-led marketing campaigns. 'We are not here to just sell media, but growth,' said Ashish Sehgal, chief growth officer at ZEEL. 'Every rupee spent in our ecosystem is designed to be scalable, smart, and accountable.' In Karnataka, Zee's flagship channel Zee Kannada leads the market with a 44% share and dominates the fiction genre with all 10 of the top 10 shows. The broadcaster, however, sees more potential and is adding Zee Power, a younger-skewed, high-intensity GEC to its portfolio, aiming to tap into impatient, semi-urban viewers, who prefer fast-paced, finite story arcs. 'There's a clear white space for alternative narratives, audiences who want emotionally resonant but crisper storytelling,' said Siju Prabhakaran, chief cluster officer – South and West. 'Zee Power complements our existing brand and keeps us future-ready.' The new channel will launch in August, converted from the existing movie channel Zee Picchar. It will feature five original fiction shows and one non-fiction property, in addition to films and occasional premieres. The goal is to create a sharper positioning for newer, progressive themes while leveraging full distribution and recall from day one. Prabhakaran noted that while movie channels once drove bulk viewership, their economics have weakened significantly. 'Satellite movie rights have been commoditized. Original fiction gives us higher return on investment and greater control of content outcomes,' he said. The content strategy also links back to digital, with Zee developing a micro-drama ecosystem for mobile viewing, short-form, vertical stories that never air on TV, but help feed the larger content flywheel into ZEE5. In Bengal, the launch of Zee BanglaSonar marks a significant repositioning. The new GEC replaces Zee Bangla Cinema, and will target the underserved male and small-town audiences, with a strong mix of action fiction, regional sports, folklore, gamified non-fiction, and daily films. 'Zee Bangla has a stronghold in urban, female-driven viewership. BanglaSonar is built to complement that with a male-inclusive, mass-market play,' said Samrat Ghosh, chief cluster officer – East, North & premium cluster, ZEEL. 'The content is more movie-like in tone and rooted in cultural specificity, with formats we haven't typically seen on TV.' The Bengali TV market remains underpenetrated, with 66% television reach versus a national average of 71%, and lower weekly time spent compared to southern states. Ghosh sees this as a latent growth opportunity. 'Our two-channel strategy will help deepen viewership while also expanding the advertising pie, especially for male-focused brands,' he said. The company will also scale its in-house movie production under the 'Cinema Originals' banner, which has already delivered 100+ direct-to-TV titles. Some upcoming titles will premiere theatrically before moving to ZEE5 and BanglaSonar, aligning with Zee's omnichannel windowing model. While the GEC launches address Zee's content play, R.I.S.E is a parallel attempt to redefine its advertiser narrative. In a media environment where brands, particularly digital natives and small and medium businesses (SMBs) are looking for performance, Zee is looking to position itself not just as a media company but as a business enabler. Held first in Mumbai and now travelling to Delhi, Bengaluru, Chennai and Kolkata, the R.I.S.E platform brings together CMOs, brand owners, venture capitalists, and agencies, offering a view of Zee's integrated stack across 41 TV channels, OTT platform ZEE5, YouTube, social platforms, music, regional IPs, and influencers. 'We've evolved from selling inventory to delivering full-funnel impact. From mass awareness to hyperlocal conversion, the entire chain is now measurable,' Sehgal said. The pitch includes performance-based solutions, small-ticket offerings for emerging brands, and AI-led attribution tools to link media spending to business outcomes. As spendings on ads rise ahead of the quarter that includes key festivals, Zee's big bet is that its dual-channel expansion and omnichannel monetisation play can help it consolidate leadership, while appealing to both traditional TV buyers and a new generation of ROI-obsessed marketers.
News18
11-07-2025
- Entertainment
- News18
Mini Mathur Opens Up On Why She Quit Hosting: ‘TV Serial Bahus Replaced Skilled Anchors'
Last Updated: Mini said that she always chose projects that valued her skillset and where her presence added gravity. Television personality and seasoned host Mini Mathur has opened up about her decision to step away from television hosting, sharing how changing industry trends pushed her out of a space she once dominated. In an interview with Vickey Lalwani on his YouTube channel, Mini revealed the real reason behind her departure from general entertainment channels (GECs). 'I'm not done with GEC. GEC was done with me," she admitted, explaining that she left not because of burnout or lack of interest, but because of a shift in industry priorities. Having spent nearly three decades in television, Mini built a career on being a trained and passionate host, presenting everything from game shows like Tol Mol Ke Bol, beauty-based shows like Khoobsurat, travel shows such as Indian Holiday, and reality hits like Indian Idol. She recalled, 'I wasn't in the business to be a star. I love television presenting. I love talking to people. I love presenting reality." Mini said that she always chose projects that valued her skillset and where her presence added gravity. However, she witnessed a change where television channels began prioritising social media metrics and TV serial popularity over experience. 'At the point that I was hosting everything, suddenly the trend changed to make the bahus of the serial stand in front of the teleprompter because she's popular," Mini said, referring to how lead actors from daily soaps were often handed hosting gigs with little regard for training or experience. She highlighted that in international markets, seasoned hosts are respected and often lead shows well into their 60s and 70s, citing Oprah and Jimmy Fallon as examples. But in India, she said, 'We are chasing numbers… This person has so many million followers, take her in your show, whether she knows acting or not." Mini explained that she chose to walk away when she realised she was being replaced not for lack of talent, but for lack of trending popularity. 'If I can be replaced by someone who's popular in a TV serial, I don't want to do your show," she declared. Disclaimer: Comments reflect users' views, not News18's. Please keep discussions respectful and constructive. Abusive, defamatory, or illegal comments will be removed. News18 may disable any comment at its discretion. By posting, you agree to our Terms of Use and Privacy Policy.
IOL News
12-06-2025
- Business
- IOL News
Only the bold can change the world
African Bank CEO, Kennedy Bungane, receiving the Ecosystem Catalyst Award at the Global Entrepreneurship Congress in Indiana from GEN President, Jonathan Ortmans. Image: Supplied. The Global Entrepreneurship Congress (GEC) returned to the US for the first time in 15 years, where it was first hosted. In 2009, Kansas City welcomed just a few hundred ecosystem stakeholders who banded together with one vision – to build a 'one global entrepreneurial ecosystem''. The movement has now quite literally mushroomed over the years and has seen thousands of ecosystem stakeholders meet annually to discuss better ways to support the development of entrepreneurs across the globe. In 2017, South Africa hosted the GEC, which welcomed over 5000 delegates from 160 countries onto our shores. Last week, the City of Indianapolis greeted 3455 participants from 141 countries, marking the 15th Global Entrepreneurship Congress under the theme, the 'Bold Change the World'. With over 148 sessions and 200 speakers, the congress was over-saturated with rich and impactful content. Some of the key highlights included a keynote fireside chat with one of the world's most renowned entrepreneurs, Mark Cuban, who advised entrepreneurs to explore unchartered territories, saying 'Go where others don't look and just start'. Many other significant highpoints of the GEC include the launch of the GEN Catalyst Index, which is a bold new initiative aimed at developing a standardised framework to assess, benchmark and elevate the performance of Enterprise Support Organisations (ESOs) worldwide. GEN and Startup Genome also launched the Aptitudes and Policies for Exponential Entrepreneurship (APEXE), which is aimed at helping national governments evaluate and enhance the performance of national policy action in growing tech startup ecosystems. The first instalment of the APEXE Nations Ranking offers a balanced scorecard of the performance of each country's past entrepreneurial innovation policies. At the awards evening, African Bank, a local bank in South Africa, was awarded the prestigious Ecosystem Catalyst Award – in recognition reserved for an organisation that demonstrates outstanding commitment to driving long-term, inclusive growth in their local entrepreneurship ecosystem, through programmes and education. From championing township entrepreneurs to pioneering new financial models for underserved communities, the bank continues to demonstrate what it means to not only fund ideas – but to believe in the people behind them. Now here's the kicker. In September 2026, the global community will convene in Cape Town for the 2nd Global Entrepreneurship Congress (GEC+) Africa, which will welcome over 2000 delegates with arms wide open from across the continent onto our shores, in addition to a few other hand-picked international delegates. The GEC+Africa promises to promote inclusive and sustainable growth; accelerate digital transformation; improve access to finance; advocate for supportive policies and strengthen pan-African collaboration. Many participants I met at the congress simply craved stability. Around the world, they urged their government leaders to also prioritise transparency and provide clarity. As an example, Cuban encouraged entrepreneurs to just be entrepreneurs and focus on what they do best. As he said, 'if your business succeeds, politicians will come to you, and you must build a business that outlasts any one politician''. I left GEC feeling totally inspired and echoed the words of Jonathan Ortmans, the GEN president, 'entrepreneurs are the new diplomats of the world'. Kizito Okechukwu is the co-Chair of the Global Entrepreneurship Network (GEN) Africa; and Executive Head of 22 On Sloane, Africa's largest entrepreneurship campus Kizito Okechukwu Kizito Okechukwu is the executive head of 22 On Sloane, Africa's largest entrepreneurship campus and co-chair of the Global Entrepreneurship Network (GEN) Africa. Image: Supplied.
