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ZEE puts Family First with ZEE Family Packs

MediaInfoline December 19, 2018
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As per the TRAI mandate, the new tariff/pricing regime will come into effect from December 29th, 2018. In the new scenario, the power of choice shifts to the viewers who will have the freedom to choose their favourite channels and packs and pay only for what they want to watch. The new channel pricing regime also standardizes channel prices across all service providers / distribution platforms and ensures an open market operation that will lead todemand-led pricing in the category.

ZEEL leading the change agenda for the new pricing regime, was the first to roll out multiple customer-centric packs and demand-led channel pricing. Speaking on the occasion, Mr. Punit Misra, CEO, Domestic Broadcast Business, ZEEL said,“The new pricing regime by TRAI is a transformational structural reform that will go a long way in strengthening the sector with the creation of a uniform pricing model. It puts the power of choice with the consumer, giving him the flexibility to opt for channels and bouquets he loves and pay only for those. For over 26 years, it has been our commitment at ZEE to bring families together through

 the power of television. Our research on subscriber choice modelling and path-to-purchase understanding pointed towards consumers treating television as a family asset.The monthly purchase is optimized for everyday entertainment needs of all the family members.  Hence our approach towards pack configuration has been ‘family first’ – offering the top genres that contribute up to 85% of family viewing needs of our viewers on a daily basis.”

Championing the “Freedom of Choice”, ZEE promotes “Channels Ka Chunaav 2019” – a multimedia multi-stakeholder communication initiative, urging viewers to fulfil demands of all family members through Family Ki Suno, Zee Ko Chuno!Keeping with the topicality of elections and the power of choice that has the ability to change status quo, Zee, with this campaign, aims to be the catalyst for the transformational change expected across the TV ecosystem.

As content in themother tongue is usually the primary destination for TV viewing across India, the ZEE family packs have been configured regional language-forward with attractive packs across 11 languages – Hindi, Urdu, Marathi, Bengali, Oriya, Bhojpuri, Tamil, Telugu, Kannada, Malayalam and English.  With a sound understanding of the viewer consumption basket of channels across regions and languages, ZEE has three types of packs to cater to different viewer needs. Prime packs based on core regional language consumption, Family Packs that offer the top genres for every household and All-in-One Packs that offer all genres at great value. These packs come in very attractive pricesranging from the lowest at Zee Prime Pack Tamil-SD at Rs 10 for 8 channels, Zee Family Pack – Hindi SD at Rs 45 for 24 channels to the ZEE All-in One pack that brings the entire lot of 27 channels at just Rs 60 only. What’s more, ZEE has an exclusive launch offer of Zee Keralam at an unheard price of 10 Paise Per Month only.

Tailor-made to fulfil multiple demands from family, the ‘Zee Family Pack’ targeted at the Hindi Speaking Market (HSM), is highly affordable, priced at Rs. 45 per month for a suite of 24 channels. The Zee Family Pack includes leading channels such as Zee TV, &TV, Zee Cinema, &Pictures, Zee Bollywood, Zee News, Zee Anmol, Big Ganga, Zing, Living Foodz and many others, cutting across multiple genres such as entertainment, movies, news, music and lifestyle thereby offering content that caters to every member of the family, every day.

To cater to the multi-genre needs of the premium viewers whose primary language is English, Zee has created the Zee Prime Pack English SD that includes premium channels such as Zee Café, & Flix, Living Foodz and WION priced at Rs 25 per month and the HD pack that includes & Prive HDin addition to these at Rs 35 per month.

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