Bangaluru : Siju Prabhakaran who took over the reins of Zee Kannada recently, is on a mission with a clear cut vision to drive Zee Kannada towards the Growth course. His action in this direction started off with revamp of the channels look and feel with a change is the Logo and complete packaging of the channel in all aspects, followed by couple of big ticket new launches in programming line-up and still lot more in the pipeline that are close to his chest to be rolled, out one after the other in days to come.
In an exclusive chat with tvnew4u.com, Siju exchanged his views and strategies of his mission starting with the idea of the new Logo of Zee Kannada stating that “the Pink and Blue” colours of the new logo is to create a Vibrant look and feel with more of a youth appeal as part of the channel’s strategy to attract young audience and this was imitated in our Program packaging pattern too… and it seems the idea has worked out in his favour as the new logo and the packaging was acclaimed by the trade and consumers.
Siju also expressed his happiness in attaining significant growth in the morning segment with the launch of new program “Maharshi” that helped the channel to witness 65% growth and attain the leadership position in the morning time band.
As part of the revamp the channel has launched a big ticket Celebrity Show titled “Weekend With Ramesh” which is hosted by the Versatile Kannada film star “Ramesh Aravind” and the show was slotted on every Saturday and Sunday between 9PM to 10PM. This show started off with a the Sandalwoods iconic star Puneet Rajkumar. While briefing on the show Siju quote that “the show is all about Celebrating the life of a Celebrity” through various touching moments of his life and we have a huge research team working behind the stage to collect the finest and minute moments of the celebrities journey which will be displayed before him on the stage that moves them emotionally running in to joyful tears. The first week of the show has evoked excellent response from all corners and also with all leading Brands coming on board and we are gearing for the second week with Actor Ravichandran”
While the channel is going to rollout two Super Hit Movies “Bajarangi” and “Sravani Subramanyam” back to back shortly, Siju also lined up his plan on Fiction, Events and Non Fiction areas. His fiction game is expected to start shortly with new soaps to be launched one after the other till the end of the year with an eye on revamping time band to time band and regarding events and Non-fiction, he is having some big plans in his drawing board which will be announced soon as he wanted to keep it confidential as a part of his launch strategy.
Siju also shared his long term plans for his Channel, with the burning desire to position Zee Kannada with a Substantial market share and vie for the increase in Profitability by 25% to 28% which can be considered as a healthy bottom line through the means of a successful short term plans of strengthening program line-up, with the launch of new fiction and non-fiction properties as per the plan. If all this goes well, he is sure of reaching the ultimate goal of revising the rate card by 18% to 22%.
Siju concluded commenting on his transformation from Heading Sales to Heading a Channel, stating “i enjoy transforming from the top line responsibility in sales to over all P&L responsibility as a Channel Head associated with the Market share and Team building task. I think i am through with the Team building exercise and marching towards the job of achieving the desired Market Share”
tvnew4u.com wishes him all the best on his endeavour to achieve greater heights.
