Emerged as a reigning player in the business news genre, ZEE Business has shown remarkable growth in recent times.
The avg market share of the channel grew from an avg of 23% in Q4 17-18 to over 35% in Q3 18-19. The channel has been extremely aggressive in relooking at its programming as well as marketing.
Anil Singhvi, Managing Editor, Zee Business says “the channel has relooked at the programming keeping consumer and credibility at the core of it. Our intent is to add value to our viewers by bringing the best business news analysis. We have also introduced segments like instant profit making tips looking at the market opening.”
On overall stock market programming, Singhvi says “it has been focused on small and new traders enabling them to trade or invest comfortably. We are shifting viewers habit from saving to investment and helping to fulfill their financial inclusion agenda.”
The channel has some of the successful new initiatives like Aaj Ke 2000 (a segment planned for intraday traders with limited money to book profit), Investment Gurukul (making the viewer comfortable with stock market operations), F&O Ki Pathshala (enabling traders for derivative trading in easy language), Desh ki Baat (a unique style political debate show in prime time). All these shows / segments have become very popular in short time and have really fueled the growth.
Commenting on the new marketing campaign, Sujeet Mishra, Head Marketing, ZMCL says “Zee Business will keep strengthening its relationship with viewers and partners by constantly reinventing programming and communication. We have great content lineup and the best of business news analysts. The splendid growth of viewership is reflection of our growing trust and the campaign stunningly captures the spirit”.
The channel also did some special shows recently like Zee Business Travel Awards in partnership with Mauritius Tourism, and multicity Dare to Dream Awards in partnership with SAP which were hugely successful. Now based out of the financial capital of India, Zee Business is all out to bring the best of content, analysis and experts for viewers.
