GECs
Govt moots net worth norm for channels
NEW DELHI: The Indian government has mooted a proposal of minimum net worth for all TV channels uplinking from India on the lines of norms prevalent in other industries like banking.
According to the proposal, all news channels uplinking from India should have a declared net worth of approximately Rs. 30 million, while a non-news channel ought to have a net worth of Rs. 15 million.
Though these minimum net worth amounts are “ridiculously low”, according to broadcast industry observers, the government feels it might help in increasing investment from the private sector as also weed out non-serious players.
As per the proposal under consideration of the information and broadcasting ministry, for every subsequent channel from a company the net worth criteria would decrease.
In the news category, additional channels from the same group would have to have a net worth of Rs. 20 million, while in the non-news category a Rs. 10 million net worth would suffice for additional channels.
So, for example, if company X has three news channels in its portfolio, the net worth of the first channel would be Rs. 30 million, while the remaining ones would have to be worth Rs. 20 million. For a three news channel bouquet, it would be Rs. 30 million+Rs. 20 million+Rs 20 million.
These proposals are part of the changes that the government proposes to bring about in the uplinking norms. As part of a proposed downlink policy, similar minimum net worth criteria is being mulled for channels being uplinked from outside and beamed into India.
What is not clear is whether these proposed norms would be applicable on all channels uplinking in C-band or for those doing so in KU-band.
The government proposes to allow KU-band uplinking for all channels and teleports, which, at the moment, is not allowed presently, except in exceptional cases like a traditional DTH service.
GECs
Z launches ‘Dilfluencer Moments’ to boost brand engagement across screens
New omnichannel format blends TV characters, storytelling and digital reach to boost engagement and affinity
MUMBAI: Zee Entertainment Enterprises Ltd (‘Z’) has unveiled ‘Dilfluencer Moments’, a new omnichannel media format designed to help brands cut through the clutter and turn audience attention into brand love.
With media access increasingly democratized, visibility alone no longer drives results. Shrinking attention spans and rising content noise have made memorability, emotional connection and action the real currency. Dilfluencer Moments addresses this by embedding brands into character-led, culturally resonant storytelling that travels seamlessly from TV to digital, social and creator ecosystems.
The format debuted with the “TumHoLovely” campaign on National Girl Child Day. Anchored in Hindi and Marathi shows, the campaign’s narrative extended organically across digital platforms, amplified by creators and community participation. A brand film featuring Sanya Malhotra further showcased how TV-originated cultural cues can spark broad engagement and virality. Within 24 hours, the campaign racked up 35 million total impressions, 20 million digital views, 2.5 million engagements and over 1,000 comments.
Laxmi Shetty, head – advertisement revenue, broadcast & digital, Zee Entertainment Enterprises Ltd, said, “As consumers turn away from interruption-led communication, advertisers need moments that feel culturally earned and emotionally authentic. Dilfluencer Moments delivers reach at scale through character-first content systems that connect with audiences personally, transforming storytelling into brand love.”
Kartik Mahadev, chief marketing officer, ‘Z’ & Zee 5, added: “Access alone is no longer an advantage; affinity is. Affinity comes from storytelling, familiar characters and moments that stay with audiences across screens. Dilfluencer Moments lets brands participate meaningfully in moments audiences already love, travelling organically across linear, digital and social platforms at scale.”
By anchoring campaigns in high-trust television moments and extending them into digital and social ecosystems, Dilfluencer Moments enables brands to generate organic engagement, amplify virality and convert attention into long-term emotional equity.
With its national scale, deep emotional storytelling and character-first approach, Z is offering marketers a powerful new way to build affinity, cut through clutter and create culturally resonant brand moments that stick.
