Mumbai: The television broadcast industry recently experienced a paradigm shift with TRAI’s MRP regime being implemented across India. The intent of the new regime is to give viewers the freedom to choose their favorite TV channels and packs and pay only for what they want to watch. While ZEE network continues to be available to its viewers across most parts of the country, in certain states, viewers are experiencing a loss of control over their entertainment choices with 3-5 pre-configured operator packs being made available to them to choose from. As a result, the viewers are missing out on many of their favorite channels. With an agenda of restoring viewers’ rights and encouraging them to demand their favorite channels from their operators, ZEE is all set to roll a nationwide movement ‘Lo Control Back’. A life-size TV remote control, symbolizing the viewers’ ‘control’ over their entertainment choices and their entitlement to the freedom of selection will be used as a medium in actively calling out to people to demand and activate ZEE channels that they are currently missing out on.
The initiative kickstarted with a digital video designed to remind consumers what they’re missing out on if they do not take control of their entertainment choices and demand their favorite channels from their operators. Check it out at :
https://youtu.be/xQ9Lpd5qH_M
In its wake, thousands of people have extended support to a petition demanding that their operators provide them with the Zee Family Pack.
With viewers unable to watch their favorite ZEE channels, the network is all set to make inroads into the lives of its viewers through the ‘Zee Gully show’ across Punjab, Gujarat, UP and Delhi to remind them of the entertainment they’re being deprived of. Branded canters showcasing Zee primetime shows and Kahani Ab Tak capsules will kick-start their journeys from the hub towns and cover the entire state, getting viewers up to speed with their favorite shows. A robust radio plan will build excitement around the ‘Zee Gully Show’ that will be travelling across towns. A bike rally led by ZEE’s popular protagonists combined with door knocks and loudspeaker announcements will drive people to attend the grand culmination of this movement in Ludhiana, Chandigarh, Lucknow, Ahmedabad and Delhi – LIVE concerts of Zee TV’s cult hit singing reality show Sa Re Ga Ma Pa Li’l Champs.
Speaking about the campaign, Prathyusha Agarwal, CMO, ZEE said, “The core intent of the MRP regime is to provide freedom of choice to the consumers to pick and choose what they want to watch and bring in transparency and open market operations into the TV ecosystem. However, in the wake of its implementation, we see the limiting choices of 3-4 pre-configured operator packs defeating the very purpose of choice customization. As a result, a viewer base of over 20 lakh households in Punjab that actively consumed ZEE have been impacted. Lo Control Back is an initiative to encourage viewers to reclaim their control over entertainment choices and demand their favorite channels from the operators. This ground surge, first for any broadcaster in India, will be taken across Punjab, UP, Gujarat, Delhi and will call out to the viewers through a social experiment, radio, influencer engagement, social media outreach, canter activations, rallies and big-ticket events to create a pull for ZEE.”
