ZEE Rockstars event promoted on Sony channels

In a first for arch rivals ZEE Network and Sony Entertainment Television Asia, the upcoming Bollywood event ZEE Rockstars is being promoted on two Sony channels.

Up until now, any events or programming of a particular broadcaster have been promoted solely on their own networks. This is the first time ZEE Network is using airtime on Sony Entertainment Television Asia and Sony SAB. Previously, any brand mentions of rival networks have either been blurred out or omitted from adverts.

A spokesperson from ZEE Network UK told BizAsia, “We firmly believe in forming alliances and new partnerships to expand the overall South Asian entertainment business. It is great to see a positive response from other channels while there still remains a competition for eyeballs.”

So, could this be a step forward for rival channels to work together? Previously, ABP News has used entertainment channels like ZEE TV to promote its recently re-launched service in the UK. While ZEE Rockstars is an event, it would be interesting to see if TV shows will be cross-promoted on rival channels.

It is already known that BSkyB has launched the Sky Asia Pack, which sees an alliance between the likes of ZEE Network channels, Sony channels, ARY Digital and B4U Movies. With this new tie-up, will channels give-in and use rival channels to strengthen their own viewership? It remains to be seen.

ZEE is leaving no stone unturned to publicise its ZEE Rockstars event, which is being headlined by music genius Pritam Chakraborty and singer Benny Dayal. The event takes place on Sunday 13th April at Wembley Arena.