Man ering Mamp.C.ose N During the era, when the televisions were introduced in 1959, it was only Doordarshan (DD), which was used as a medium for spreading social causes. It produced programs focusing on national integration, agricultural development, education, health, family welfare, etc. The Indian consumers had no choice, but to agree to terms and conditions with regard to the types of programs being telecasted and the fare being charged. However, things changed during 1980s with the advent of Asian Games that DD introduced their new channel DD Metro, thus providing exclusive entertainment to the urban viewers. By that time there ‘was no market segment and whole India was looked upon as “one big Indian family”. Everybody watched the same programs Humlog, Chitrahaar, News, Ramayana, etc. DD was the only market player at that time and hence the concept of marker segmenta- tion was not applicable. ‘However, the major revolution to the cable indus- try came when Star TV launched its four channels in 1991. However, these channels could not have a mass coverage since al the channels were in English and the majority of Indian consumers were Hindi speaking. ‘The major revolution in the television history came when Zee Telefilms Ltd., led by Subhash Chandra, came up with Zee TV-India’s first Hindi satellite channel in October 1992, At first it introduced Hindi channel on an experimental basis with telecast foronly 3 hours. This was the era of “Banegi Apni Baat”, “Tara”, “Zee Horror Show,” and “Amanat”. This, drove the whole country crazy. Subhash Chandra, along with the Star group of companies entered into a joint venture for television broadcasting in India. Later on, with the increase in the willingness of the Indian consumers to pay more and their demand for more variety in the programs broadcasted, gave motivation to many new domestic and international channels to enter into the Indian television industry. Zee also segmented the market and launched many channels according to the needs and demand of the consumers from time to time. It introduced regional channels for specific regions like Zee Bangla, Zee Punjabi, Zee Gujarati, etc. Then it introduced Zee Cinema for movie lovers, Zee music for music lov- es, Zee Sports for sport lovers, Zee News for those who wanted to get themselves updated of the current happenings in the country. It also introduced CNBC in English and CNBC Awaaz. in Hindi for different linguistic people.” Over the years Zee has been able to build a strong connection with its viewers through its diverse port- folio of programs, at least one for each. Zee is the pioneer in distributing its content through satellite, cable, and the Internet. In 2010, Zee launched a 24 hours food channel Zee Khana Khazana, Ten Cricket for exclusive cricket lovers, Ten Actions for the foot- ball lovers. In 2012, it launched Ten Golf, a 24 hours channel for Golf lovers. ‘Apart from the various programs that Zee has launched, it has also not lagged behind in the techno- logical aspect. With the DTH service gaining popular~ ity in India, Zee also launched its DTH services for its customers, who want a better quality picture and sound, which the traditional cable TV cannot provide. Ithas added around 50 new channels to this platform. In February 2012, Zee has also launched Ditto TV for its tech savvy customers. It is India’s first Over- the -Top TV (OTT) platform, which enables the consum- crs to view live TV channels and on demand video content on their mobiles, laptops, tablets, desktops, connected TY, and entertainment boxes."* ‘The television industry now seems to have no end with channels like Colors, Star TV, SAB TV, Sony TV, etc, in the marker, all competing for the top posi- tion by offering variety of programs. Question 1. Zeehas a diverse portfolio of programs, at least ‘one for each. Is Zee doing right in its strategy of segmenting, targeting, and positioning?