Corporate Transformation Case Study

Case Title:

Zee Telefilms: A Transition

Abstract:
Television as a mode of communication was introduced in the Indian market way back in 1959 on an experimental basis. Doordarshan, a government-owned channel was formed in 1976 and monopoly rights were granted over terrestrial broadcasting. In 1991, with the privatisation of the broadcasting rights, the Indian Cable and Satellite industry saw the entry of many players. One such player was Zee Telefilms Limited which started its operation in 1992. The channel enjoyed the privilege of being the first private player to go on air. The channel faced competition from other channels such as Sony Entertainment, Star network, etc who were also building on their strengths. In 2003, Zee reached around 32 million homes in India and around 225 million people worldwide. This case discusses on the transition which took place in the company in the wake of the declining market share and to counter the competitors programming strategies. Further, the case discusses about Subash Chandra, chairman of Zee Telefilms and his intentions to make the channel as a family run business.

Pedagogical Objectives:

• The state of the Indian cable and satellite industry and the changing preferences of the customers
• The strategy of Zee to increase its TRP ratings in the wake of the competitors programming schedule
• The product extending activity of channel in order to lure the customers
• The challenges that the channel would face with the increase in the number of players entering the cable and satellite industry.

Keywords :  Indian Cable and Satellite Industry; Doordarshan; Zee Telefilms; Star TV; Sony TV; Subash Chandra; TRP Ratings; TAM & INTAM Star TV; Sony TV; TRP Ratings; TAM & INTAM Operator; Essel World; Corporate Transformation Case Study; News Corporation; Transition