The 'U' behind ZED

She joined the network as the CEO of Zee Education, and has been instrumental in creating innovative concepts such as Zed online and establishing a 300 strong nation-wide ground network of learning centres. Now, as the President and CEO of Zee Interactive Learning Systems Ltd, Uma Ganesh has just launched an educational channel, ZED, which she feels will infuse a new dimension in television viewing

When and how did you think of launching a channel devoted to education?
Actually, we started thinking about an educational channel five years ago. At that time Zee which was mainly an entertainment network was thinking of getting into other areas. In fact, that was the reason I joined Zee. I had started reading about convergence and its impact on education. The idea of experimenting and creating content excited me. I spent the initial two years in understanding the television medium and its importance in imparting education. I started a few experimental programmes like learning the A to Z of computers, first. We began the process of training people and building capabilities. Slowly, Internet started making its way into our country. By then we had mastered the medium of television and with Zee Learn.com we had also launched our site. Zed TV was the next step. Our goal is to become a dominant player in the field of convergence.

Could you explain the concept to us in detail?
Yeah. We have made programmes in such a way that if you are interested in one particular aspect of the programme, you can immediately log on Zeelearn.com, click the concerned topic and get more details even as you are watching the programme. The idea is to learn at your own pace. But this synergy between TV and Internet will take time to materialise because we have to get the uplinking permission. When we receive the permission we will launch Zee Livewire under which we will hold seminars and workshops at different places, start e-commerce etc. The idea is to give hands on training.

In a country like India where computers and Internet are still not a way of life how do you intend to attract viewers?
Though it’s true that internet has not made its way to majority households, its presence is increasing. Tell me, ten years ago did you envisage a scenario where TV would be a household item? Similarly we expect the number of people accessing internet to increase manifold in the near future. Already 10 million households are accessing the net. And if you go by individuals, the number will be more through schools and cybercafes.

But yes, right now the number is quite small. That is the reason we are investing more in television - around Rs. 25 crore. We have built the programming module in such a way that it satisfies the typical Indian needs. Viewers can learn a lot just tuning onto the channel.

What kind of programmes have you formulated?
The programmes have been formulated in such a way that every individual has something to satisfy his/her need. There are programmes targeted at pre-school children which aim to introduce learning concepts to a child in an enjoyable manner through songs, dance and mime. School children can watch Eechak Dana, a magazine programme or Zest For Science, the complete science guide. There’s complete career guidance for youth which also includes a programme called The Off Beat Professional. For instance, we have a course on how to become a detective, which is not available in the country. We have tied up with a detective agency for this. There are programmes for women, a section devoted to information technology, consumer rights and so on.

In an era where entertainment rules, how do you plan to lure viewers hooked onto soaps and gameshows?
The success of a programme depends on how well you make the programme. Instead of having a boring, serious look, the content has to be presented in an exciting manner which is what we have done. We have inundated our programmes with hi-fi graphics and I am sure people will like it. Of course, I don’t expect them to move away from entertainment. But yes, our programmes will make a difference to their needs.

For the courses that you will be running on your channel are you certifying them yourselves?
That depends on the course. For the off beat professional courses like Ikebana, wedding co-ordinator and event management we are issuing a certificate while for some other courses we have tied up with well-known universities like SNDT and Kurukshetra.

What kind of returns do you envisage from the channel?
We will be making profits. We are expecting the channel to make Rs. 100 crores in five years time and this will be generated through subscriptions.

Chaya Unnikrishnan


TOP