Abstract

The case analyzes the competitive strategies adopted by Zee Telefilms in relation to rival channels and the extent to which the channel has succeeded in its approach. Zee recorded unprecedented success during the initial years of its launch (1992-2000). However, in 2000, Star with its improved programming content succeeded in establishing itself as the No.1 entertainment channel. Sony also emerged as a strong competitor. The case provides an insight into how Zee managed to regain its position through its effective competitive strategies.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• The factors that played a key role in the establishment of Zee as a successfully integrated media company
• The competition in the television media segment
• The marketing strategies adopted by Star and Sony, and the reasons for their success or failure
• The strategies adopted by Zee to regain its position in the Indian television media segment.

Keywords

Zee Telefilms Limited, Star TV, Sony TV, Essel Group, Sony Entertainment Television, Rupert Murdoch, Amitabh Bachchan, "Kaun Banega Crorepati?", Zee MGM, "Sawaal Dus Crore ka", AirTel, AirTel Magic, Department of Telecommunications, Videsh Sanchar Nigam Limited, Bharti Enterprises.