Enthused by the recent success of some of its programmes, Zee Telefilms has decided to hike advertisement rates on its channels by 30-40 per cent from the next fiscal.
"We will be increasing the advertisement rates by 30-40 per cent from the next fiscal," Zee Telefilms director Punit Goenka said on Thursday.
Zee, one of the country's oldest entertainment houses, currently operates around 26 channels in India, apart from reaching out to viewers in 126 nations across the globe.
Advertising is estimated to account for about 45 per cent of Zee's total revenues.
Goenka said many of the new programmes by the broadcaster had been successful with viewers, including reality shows like Sa Re Ga Ma Pa Challenge.
In fact, Zee is all set to launch another reality show Business Baazigar, which offers an opportunity to the common man to turn his business idea into a reality. It has partnered with the Aditya Birla Group for the multi-episode reality series.
"With Sa Re Ga Ma Pa, hidden singing abilities have been nurtured and brought to the fore. Business Baazigar again attempts to bring to life a commendable business idea," Goenka said.
Asked whether the company would focus more on reality shows in its programming, he said it would be a mix of both reality and soaps. "It is not that reality is the only way forward. We have been doing well with soaps also and will focus on that as well," he said.
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