Zee TV to launch kids programmes  ( July '4,2003, HBL)

THE power of the child as a viewer is something broadcasters cannot afford to ignore.

Zee TV, the flagship channel of Zee Network, is realising the potential of the pester power of the child and has decided to focus on childern's programmes during the July-September 2003 quarter, Ms Apoorva Purohit, President, Zee TV.

The mainstream Hindi channel is due to launch a clutch of programmes primarily aimed at children. XYZ, a detective serial with a man, a woman and a dog, is slated for mid-July launch. "We are looking at launching three additional programmes for children during this quarter," Ms Purohit said but declined to give details of other programmes.

According to Ms Purohit, the channel's earlier strategy of focusing on the women audience had resulted in viewership increasing considerably. "We would like to make an entry point to bring children viewers into our fold," she said, adding that the programmes will target not only children in the age group of 6-14 years but their mothers too.

Cartoon Network's Generations Study had indicated that children could be powerful decision makers on buying of consumer goods. This is obvious in the fact that there has been a boom in children's products market. Today, television has a multi-faceted role, not merely as an entertainer, but a baby sitter, an educator and an entertainer, especially for children in the pre-school age.

Zee TV has commenced ground promotion work for its children' programmes. "We have already received good support from advertisers," says Ms Purohit.

The channel has been able to position itself at the second slot among general entertainment channels, if GRP figures by TAM are to be taken into consideration.

The channel's strategy of a movie on Thursday under the title Thursday Premiere and soaps commencing from Sunday through Wednesday had not only perked up advertiser interest but also boosted the share price of Zee Telefilms Ltd (ZTL) then. It has been able to bring in most of the blue-chip companies aboard as advertisers, barring Hindustan Lever Ltd (HLL). "We have not been able to arrive at a conducive deal with HLL as yet," says Ms Purohit.