Zee Telefilms has introduced a 'matrix structure' to bring in a greater sales focus across all channels. The structure will comprise national sales heads of respective channels as well as branch heads at different zones of the country.
National sales head will have all-India targets for respective channels and will be supported by a zonal head. Zonal heads will report to branch heads who would be in charge of the network in that particular region.
Both national sales heads as well as branch heads will report to Joy Chakraborthy, executive vice-president and network sales head, Zee Telefilms. This system is essentially a combination of both the individual and network sales at the branch level.
The network sales system earlier had national sales head playing regional roles, while the matrix system will ensure national governance with local control.
"The matrix system is an efficient mechanism as it ensures synergy of efforts at the individual channel level as well as the network together. Seven months ago, Zee introduced the network system for the South, East and Group M and Madison in Mumbai and Delhi. This system helped us streamline communication externally and ensure one source contacts for all external communication. This also aided entire network sales and not only individual sales of channels. Zee today follows a uniform sales policy across markets and all client campaigns are not skewed towards few but majority of channels"
Chakraborthy stated that the matrix was introduced to get back the individual focus with the network perspective.
According to Chakraborthy: "The new system will ramp up ad revenues significantly and will allow for a 50-60 per cent growth in ad revenues."
Channels that will follow the matrix system are Zee TV, Zee Cinema, Zee Music, Zee Bangla, Zee Marathi, Zee Gujrati, Zee Cafe, Zee Studio, Zee Smile, Trendz and the three Dish TV offerings Zee Premier, Zee Action and Zee Classic.
