CASE STUDY-Peace TV’s niche market is 200 million and counting
| Peace TV | |
| Who's behind it |
The founder and president is the controversial and popular Islamic TV preacher Dr. Zakir Naik, who has been called one of the most powerful and influential Indian personalities in the world. |
| Headquarters | Mumbai, India |
| Channel tagline | “The solution for humanity." |
| What the channel airs |
Its programs feature famous scholars and orators on Islam, which the company describes as “edutainment” programming. Peace TV is not meant to promote any particular branch or sect of Islam, but all programs are based on the teachings of the Quran and Hadith. |
| The channe's reach |
The channel is available in more than 150 countries around the world, including in Asia, Europe, the Middle East, North America, Africa and Australia. According to reports, more than 200 million viewers worldwide watch the channel. |
COMPANY OVERVIEW
Peace TV is a nonprofit Mumbai-based global Islamic channel launched in 2006. The channel broadcasts 24 hours a day, seven days a week. Naik set up the Islamic Research Foundation in Mumbai in 1996. He funded the Peace TV network with an endowment fund from an award for his service to Islam, with a mission to clear up misconceptions about Islam and promote the positive teachings of the Quran.
FINANCING
Peace TV is a nonprofit financed by the registered charity Islamic Research Foundation. According to the UK’s Charity Commission, the foundation raised about £1.16 million in the fiscal year ended Oct. 31, 2014. According to the London Evening Standard, the charity spent $1.25 million in 2009 on Peace TV programming.
CONTROVERSIES
Peace TV was banned in India in 2012 after the government alleged the channel was broadcasting anti-Indian content. Naik stated in reports last year that he expects India’s ban on Peace TV to be lifted soon.
Channel founder Zakir Naik has made disparaging comments about Jews, called the United States a “terrorist” entity and has been accused of sympathizing with Osama bin Laden.
In 2010, British Home Secretary Theresa May banned Naik from entering the UK, citing his remarks as evidence of "unacceptable behaviour." Naik has maintained that his comments were taken out of context.
KEY STRATEGY COMPONENTS
| Content in key regional languages |
Beyond English: Peace TV programs all broadcast in English. In 2009, an Urdu-focused satellite channel, Peace TV Urdu, was launched. In 2011, a Bangla version was launched for the Bengali-speaking community. |
| Leveraging on the power of key personality |
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| KEY TAKEAWAYS |
Religious content in demand: Despite controversy and the era of cord-cutting, Peace TV currently occupies an unfulfilled niche in religious televised programming, which could make for a good business case for carrying the channel on Western systems, says University of Michigan TV and media scholar Amanda Lotz. "There's arguably nothing else serving that audience," says Lotz. "If you're a viewer and your primary desire is for content that deals with the Islamic faith, you don't really have many options.” |
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Matt Kwong