NEW DELHI: At a time when the global and Indian music industry is reeling under pressure of falling margins, what do you do? Try de-risking the business by flanking the companys strategies with innovative ideas. Zee Records, part of the Subhash Chandra-promoted Zee Telefilms, is attempting just that.

Of late, Zee Records has been proactive after being a part of Kagaar and Main Madhuri Dixit Banna Chahti Hoon and the game plan is to arrest the falling margins by getting associated with commercially viable projects instead of the mega titles.

Simultaneously, DVDs and VCDs of all popular programmes of Zee channels would be launched in the domestic and international market under the home video category.

"The whole idea is to deliver good music and viewing and make money too. There is no point in making extravagant buys that dont make profits at all, a Zee Network spokesperson told indiantelevision.com.

This, perhaps, is a good strategy because even large music houses are feeling the heat on account of poor recoveries from the market.

An off-shoot of such a strategy is also to capitalise on the parent companys software library. Zee Records recently launched Zee Records Home Video, an idea not looked at before by the company or other similar media organisations.

Popular programmes, created by the Zee Network over a decade, will now be available on VCD and DVD format for exclusive home viewing purposes.

Every popular television show like Khana Khazana, Jeena Isi Ka Naam Hai, Live At Ras Barse, Namaste India, Akbar Aur Birbal and a host of other popular entertainment and edutainment software will soon be made available on VCDs and DVDs across the globe.

Various live concerts like those featuring Madhuri Dixit, Govinda, Ghulam Ali, Mehdi Hasan and regional programs will also be launched in both the Indian and international markets. Additionally, film rights, both Indian and international, are being acquired for home video entertainment purposes.

Besides this, there will be renewed thrust in the music business, with continued focus on new releases in both the film and non-film segments. "Zee Records shall exclusively market and distribute the music and home video of six Ram Gopal Varma movies worldwide, having started with Darna Mana Hai. Besides acquiring new film music rights, there will also be sustained releases of both remake and original non film-titles," the Zee spokesperson explained the strategy.

Zee Records Home Video will be built up as an intrinsic part of the Zee Records brand and all home video titles will be launched under this brand name only. The products will be supported by in-programme advertising and through on- air promos on the Zee Network.

Headquartered in Mumbai, Zee Records has an extensive national and international distribution network with branch offices in Kolkatta and Delhi and C&F agents in eight other metros and mini-metros. They service an estimated base of 111 wholesalers and over 40,000 retailers across the country with a good penetration level even in semi-urban India.

Over the years, the company has released a number of super-hit films and albums summing up to over 200 titles in its catalog. Notable amongst them being - Yaraana, Agnisakshi, Lahoo Ke Do Rang, Yeshwant, Naseeb, Yaron Sab Dua Karo, Woh Kaun Thi, Dil Pe Mat Le Yaar, Gadar - Ek Prem Katha, RD9, Haseen Lamhe, Gori Teri Aankhen, Waisa Bhi Hota Hai, Calcutta Mail, Bappi Magic - The asli Baap Mix, Bikini Lounge Mix, Mudda, Darna Mana Hai, Mai Madhuri Dixit Banna Chahti Hoon.