MUMBAI: Along with its fresh initiatives in branding and content, Zee Network is betting big on the wireless segment also. The network has aggressive plans to explore the technology to drive interactive viewership.
 

Zee is bringing rich media content like mobile videos, imageries and polytones to upgrade the standards of its mobility-based interaction with the viewers. The network provides wireless interactive services for a host of shows through the shortcode 7575.

"We are taking a holistic approach to address mobility-based interactivity with our viewers which provide value addition to both the sides," says Zee Network VP business technology Ishwar Jha.
 
 

Zee is also planning to launch a mobile-based interactive service to address public grievances. "People will be able SMS their complaints through 7575 and the network will present it," says Jha.

Zee is bringing its global viewers also into the the ambit of interactive programming. The network has tied up with wireless applications and content gateway services provider Air2Web in the UK and FCC in the UAE for this purpose. It is presently in search of an associate in the USA.

"We want to get interactive through mobility internationally since Zee has its footprints available across the globe," says Jha.

Zee recently used Air2Web to enable their viewers in the UK to use their cell phone to vote for their favorite actor, actress, or film, for the recently-held Zee Cine Awards.

Sony's mobile interactivity, through the short code 2525, gained a lot of mileage from the Indian Idol contest. Out of the 3 million votes generated by the final episode, 1.2 million came in on SMS from viewers' mobiles. Star, with its short code 7827, has been active in the mobile interactivity front since the last three years. Sumantra Dutta, the former head of Radio City, heads its wireless business development division.