iWorld
#13thKiTayyari CAMPAIGN UNITES INDIA’S GEC LOVERS; ZEE5 RECORDS A MASSIVE 134% MoM GROWTH IN VIEWERSHIP
Earlier this month, ZEE5, India’s Entertainment Super App, brought another reason to cheer for the app’s users with the announcement of new episodes and new content after the lockdown put a pause on fresh content. ZEE created a well-designed curiosity building campaign with #13thKiTayyari, unveiling the fresh episodes of much-loved TV shows across Zee channels on July 13, 2020, which was well received by every Indian. The campaign’s message reveal and the subsequent premiere of the new episodes were welcomed by the free users, as ZEE5 recorded a monumental increase of 134% MoM video views.
thumbnail_0d307170-6898-4ebd-aa9b-9008910ea4ed (1) 4 Zee TV Reveals (tweet + creative)
Not only has ZEE5 witnessed a significant increase in MoM video views but, it has also strengthened its illustrious advertising brand roster. In the last three months, the following brands have used ZEE5’s platform to reach out to their TG in the most effective manner.
· Dabur India (Dabur Honey)
· Adani Wilmar (Fortune)
· Colgate Palmolive (Colgate Swarna Vedshakti)
· Mondelez (Cadbury Dairy Milk)
· Think & Learn (Byjus Learning App)
· Guassian Networks (Adda52.com)
· RummyCircle (Playgames 24*7)
· Wipro (Wipro Softouch)
· SBI (State Bank of India)
With the new additions, the viewership numbers have surged with regional shows particularly gaining more popularity. The views for TV shows increased by 136%, Movie views went up by 22%, and Live TV saw a 10% surge post the updates. Shows like Pavitra Rishta, Kundali Bhagya, Chembarathi, Kumkum Bhagya among others have seen a significant uptick in the viewership during this period. The growth has been observed across the various regional languages that ZEE5 offers with Marathi, Malayalam, Bengali, and Hindi especially recording a massive surge in viewership.
ZEE5 is becoming a digital video platform of choice when it comes to consuming content across languages and genres. Recently, the Entertainment super-app launched its most awaited ZEE5 Club pack @ ₹365/year. Now, users can enjoy some of Zee’s popular TV shows before telecast on Television, making anytime a new prime time for consumers to catch up on their favourite shows.
iWorld
Tata Play Binge adds Pocket Films to micro drama platform Shots
Over 210 micro dramas and 220 hours of content strengthen short form play
MUMBAI: Short stories are getting shorter and sharper. Tata Play Binge is doubling down on snackable storytelling, adding Pocket Films to its micro-drama hub Shots as it looks to capture India’s fast-growing appetite for quick-consumption content. The move expands Shots into a deeper, more diverse catalogue, now featuring over 210 micro-dramas and 220 hours of short-format programming across genres such as action, drama and thriller. The content spans Hindi and key regional languages, reflecting the increasingly local yet mobile-first nature of viewing habits.
Pocket Films brings with it a library of emotionally driven, culturally rooted narratives, including micro-dramas like Chaturanga, Vidushi, Maasa, Silent Cycle and Pilibhit, alongside short films such as Lock-up, Dubki and The Disguise. The addition builds on existing partnerships with Bullet and Stage, strengthening Shots as a one-stop destination for bite-sized storytelling.
Designed for vertical viewing, the platform leans into scroll-friendly interfaces, auto-play sequencing and seamless discovery mirroring the habits of always-on, digital-first audiences. The content remains ad-supported and is available within the Tata Play Binge app at no additional cost.
The integration also sits within a broader aggregation strategy. Tata Play Binge currently offers access to 30 plus OTT services including Prime Video, JioHotstar, Zee5 and Apple TV+ through a single subscription and interface, aiming to simplify fragmented streaming consumption.
As platforms race to keep up with shrinking attention spans, Tata Play Binge’s bet is straightforward: when stories get shorter, the catalogue needs to get bigger and faster.
