ZEE Network UK is leaving no stone unturned into launching its new entertainment channel, &TV.
As of this week, &TV marketing campaigns have rolled out throughout the UK with outdoor, online, print, TV and radio advertising in full-swing. This makes it the grandest and one of the most expensive launches for a UK Asian TV channel in years. BizAsia was told by ZEE Network that the message behind the campaign is to reach out to every South Asian television household with this strategic plan.
The campaign consists of press – national dailies as well as regional papers. 50 plus hoardings across eight major UK cities, 200 + buses, key-tube stations. Furthermore, the network is running &TV promos on various TV channels playing more than 1,500 spots. It has also tied up with UK radio stations such as Sunrise Radio and Sabras Radio playing more than 1000 spots a month. With Sabras Radio, it has announced a long-term deal to sponsor flagship Breakfast and Drivetime shows and celebrity birthday features, backed with a huge spot campaign.
The channel was officially unveiled at a lavish party held in London last week, attended by Bollywood star, Shah Rukh Khan.
&TV replaces Lamhe on Sky channel 795 and Virgin Media. It will be a BARB rated channel and is expected to compete with the giants that are currently broadcasting in the saturated UK market. &TV goes live on Monday 6th April at 19:00.