Zee TV SWOT Analysis, USP & Competitors

Posted in Media & Entertainment, Total Reads: 7055
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SWOT Analysis of Zee TV with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Zee TV

Parent Company

Zee Network

Category

Entertainment TV Channel

Sector

Media and Entertainment

Tagline/ Slogan

Ummed Se Saje Zindagi

USP

Wholesome family entertainment with wide variety of shows

STP

Segment

Middle Class, Tier-I Tier-II cities

Target Group

Housewives, Family

Positioning

A family entertainment channel for everyone's viewing

SWOT Analysis

Strengths

1. First private Hindi TV channel in India
2. Global presence
3. Started legacy of reality show by starting Antakshari
4. Runs highly successful singing reality show Sa Re Ga Ma
5. HD quality
6. Pioneer of Cookery show on TV (Khana Khazana)

Weaknesses

1. Unable to cope up with changes and likings of viewers despite of being the oldest pvt channel
2. Constantly dipping viewership
3. Shows mainly focus on drama between Saas-Bahu
4. Earlier shows such as Disney Hour used to easily grab attention of kids
5. Growth of Zee Network's own regional channel shifted focus from original Zee TV
6. Channel had given remarkable shows such as 'Phillips Top 10', 'Hum Paanch', 'Filmy Chakkar' etc. now unable to break the ground 7. Unnecessary importance is given to TRP

Opportunities

1. Weak and questionable method of judging viewership by TRP need not be given such high priority
2. Make some really good shows for kids especially on weekends as Zee Network does not have channel dedicated to kids
3. Can catch audience once more by giving genuine humour based programmes 
4. Method of 'Once in a week show' can be reintroduce to break the ground and provide quality contents
5. Renaissance of creativity is the key

Threats

1. Similarity of shows in all GECs
2. New channels such as Colors able to grab #1 spot

Competition

Competitors

1.Star Plus
2.Sony Set Max
3.Colors



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