ZEEL looks to grow its network share with launch of four regional channels
MUMBAI: Media conglomerate ZEEL, which had an all-India viewership share of 18.4% in Q2 FY20, is looking to expand its market share with the launch of four new regional channels. The broadcaster will launch Punjabi GEC Zee Punjabi and three movie channels – Zee Biskope (Bhojpuri), Zee Thirai (Tamil) and Zee Picchar (Kannada).
ZEEL is foraying into a new regional market with Zee Punjabi, an all-in-one entertainment channel. It is also strengthening its presence in Tamil, Kannada and Bhojpuri markets with the addition of movie channels in the respective language. Currently, ZEEL has movie channels in English, Hindi, Marathi, Bengali, and Telugu languages.
Zee Punjabi will launch on 13th January with over 20 hours of original weekly content. The epic story of ‘Heer Ranjha’ will lead the channel fiction offerings. It will also bring the humour of Vilayati Bhabhi, Valor of Kamli Ishq Di, Drama of Khasmanu Khani and Boundless Love of Tu Patang Mein Dor to Punjabi viewers.
The channel will also launch Punjabi version of Sa Re Ga Ma Pa with Gurdas Maan as a mentor and Jazzy B, Sonu Kakkar and Jaidev Kumar as judges. Apart from fiction and non-fiction content, the channel will also air blockbuster cinema, ground connect shows and chart-busting music.
Tamil movie channel Zee Thirai, which is expected to launch in January, will have a library of 400+ celebrated titles from Tamil Cinema including a wide spectrum of genres from blockbuster hits to critically acclaimed movies which include Mersal, 2.0, Kanna, Nerkonda Parvai, Irumbuthirai, Dhilluku Dhuttu 2, Kolamavu Kokila among many others.
The company also stated that Zee Thirai will have a premiere every week of the year with 52 premieres in 52 weeks. This, it stated, is a first for any Tamil movie channel. The channel will also have uninterrupted entertainment with breakless movies in the afternoon slot. ZEEL will offer a grand first look of the channel at the Zee Cine Awards Tamil in January 2020.
Kannada movie channel Zee Picchar has a library of 350+ celebrated titles spanning across genres and generations from timeless classics like Mayura, Jogi, Milana, Bul Bul to new age trendsetters like Pailwan, Kurukshetra to four out of top five highest ever rated movies on television like Doddmane Hudga, Hebbuli, Nattasarvabhowma, and The Villain.
The channel will launch with 12 Picchar premieres to be aired on 12 consecutive days. It will have a one-break movie at specific slots for entertainment with minimal disruptions.
Bhojpuri movie channel Zee Biskope boasts of a library of 300+ superhit movies with the biggest blockbuster movies of the last five years and the biggest hits of the top three superstars of Bhojiwood – Nirahua, Pawan & Khesari. The channel will enthrall viewers with world television premiers every weekend.
Zee Biskope will also have curated slots including Lablitis, Fattam Fight and Jilla Top amongst others, based on consumer & cultural insights with a Bhojpuriya Tadka. Apart from movie, the content mix will also comprise of movie songs, events, and special shows. The channel boasts of movies across eras featuring the legends and the current heartthrobs of Bhojiwood.
Speaking on the occasion, ZEEL CEO – Domestic Broadcast Business Punit Misra said, “ZEEL has completed 27 illustrious years, now entertaining over 800 million people across India, 650 million of which comes through our non-Hindi offerings. We at ZEEL have always believed that deep understanding of cultures across the many Bharats, and then serving people entertainment rooted in each culture is what wins hearts, be it through original shows, or through curation of content like movies. As India’s leading broadcaster with successful channel offerings across states, we have consistently showcased our capability to understand the cultural pulse of our extraordinary country. This is at the core of our differentiated strategy at ZEEL. Our newest offerings are designed to add to our growth trajectory, further cementing our belief in winning hearts across many Bharats.”
ZEEL Chief Marketing Officer Prathyusha Agarwal said, “At ZEE we have always believed that at the heart of storytelling lies culture, and for successful and endearing stories, one needs to obsess about getting deep inside this cultural core of each of our regions. This “soul to screen” approach is what helps us bring alive the spirit of that region through unique stories, relatable charming characters, and boli that drives love for our brands and helps us belong to our audiences. From a highly TV penetrated but hugely under-consumed latent Punjabi GEC opportunity to insatiable, thriving demand for movies in the Bhojpuri, Tamil, and Kannada markets, the regional need gaps present the perfect opening to further deepen these bonds. We crafted and curated these four new offerings powered by deep viewer understanding, loads of passion and hoping that our viewers enjoy them as much as we did creating them!”
ZEEL is currently present across eight regional languages boasting of 12 SD and 8 HD channels, reaching almost 200 mn people every day. ZEEL’s regional portfolio contributes to more than 50% of its overall share, with GECs contributing almost 90% of ZEE’s regional share.