Movie Channels
Repackaging propels Zee Studio up the ladder
MUMBAI: It was in October last year when Zee Studio underwent a makeover and had changed its tagline from Hollywood on Television to See It All. The move seems to have paid off for the channel as it has tasted success recently.
Zee Studio content and marketing head Sharlton Menezes says that in the last two weeks (weeks 05-06) of 2015, the channel holds sway at the number three position with 15 per cent market share. The channel is at the number three position in the English Movie genre in eight Metros, CS AB 15-44 and All India at 1 million plus, CS AB 15-44.
“Before November, we stood at seven per cent and now we are at 15 per cent. So we have seen a growth of 100 per cent for the channel,” Menezes tells Indiantelevision.com.
Menezes attributes the recent success to the channel’s acquisition of strong library with series like Kung-Fu Panda, Madagascar and Mission Impossible. He believes that when packaged well to the right audiences, impressive numbers for the channel can show up. “We have been ahead of HBO according to this week’s data,” Menezes claims.
As part of its content line up for the year ahead, Zee Studio has partnered with Disney and Paramount studios for content. One of the key properties it will showcase for this year will be the Godfather series. “We are looking at the age group of 16 to 30, who have not heard of this series and promote it in a way that 17,18, and 19 year olds would love to watch it since this is a sizable audience that has come onto TV over the last two or three years,” informs Menezes.
The other movie include Iron Man 3, G.I Joe Retaliation and Thor amongst others.
The channel has seen increased viewership numbers in markets like Mumbai and also has sizable numbers in Delhi and Kolkata. “We are looking at enhancing distribution in Chennai over the coming months. We need analogue connectivity there since it is an analogue market,” Menezes informs.
Speaking about the content strategy followed by the channel, Menezes says that Zee Studio’s aim is to offer movies, which can be watched by the entire family. The channel does not showcase movies of specific genres like action or romance but showcases movies across genres standing true to its new tagline of – See It All.
Another reason for the rise of Zee Studio is being attributed to Star India undergoing its RIO packaging as their current numbers are low.
The channel also has a successful micro property called Studio Binge, which is a marathon movie property where movies are showcased back to back. “Binge viewing is something wherein families can watch ample movies at one go. For example on Republic Day one can watch movies, which have a patriotic sentiment attached to it,” says Menezes.
As part of the channel’s marketing plan, trade campaign will be undertaken in the coming week targeting 25 years and above, for audiences in the key cities like Mumbai, Bangalore and Delhi.
Shedding light on the channel’s game plan ahead, Menezes says, “We are looking at being a strong number two if not number one. We are going to be a lot more aggressive and continue making noise around our properties. Plans are also to focus on the 11 pm slot and try and get higher numbers during the IPL.”
Movie Channels
Ek Deewane Ki Deewaniyat Premieres 14 Feb on Zee
Ek Deewane Ki Deewaniyat world TV premiere 14 Feb at 8pm passion meets politics.
MUMBAI: Cupid’s arrow just got a plot twist and it’s heading straight for your TV screen. This Valentine’s Day, Zee Cinema is turning up the heat with the world television premiere of Ek Deewane Ki Deewaniyat, a raw, rule-breaking romantic drama that proves love doesn’t always come wrapped in roses.
Set to air on Saturday, 14 February at 8pm, the film stars Harshvardhan Rane and Sonam Bajwa, directed by Milap Zaveri. It dives headfirst into obsession, heartbreak, and the kind of unconditional love that leaves scorch marks. Rane plays Vikramaditya, a powerful politician whose all-consuming passion for actress Adaa spirals into chaos when his feelings go unreturned unleashing a storm of emotion, misunderstanding, and life-altering consequences.
The timing couldn’t be sharper. Audiences are clearly craving intense love stories over sugar-coated ones, and this film taps straight into that vein. Harshvardhan Rane already has a loyal fanbase from his cult hit Sanam Teri Kasam, which cemented his status as the go-to guy for heart-wrenching romance especially among younger viewers who keep the film on repeat.
Milap Zaveri captured the film’s beating heart, “This film is about love that doesn’t follow rules. With Valentine’s Day being a time when audiences gravitate towards romantic narratives, the television premiere of Ek Deewane Ki Deewaniyat on Zee Cinema felt like the perfect fit. The continued love for intense romances shows there is a strong emotional appetite for such stories.”
Rane himself called it a story rooted in messy, honest emotion, “Ek Deewane Ki Deewaniyat explores love in its most intense and vulnerable form where emotions are messy and deeply human. It’s a story that doesn’t shy away from passion or pain on Valentine’s Day making it even more special as it reflects the many shades of love people experience.”
Sonam Bajwa added her take, “Ek Deewane Ki Deewaniyat is not a conventional love story, it’s raw, intense and emotional. Valentine’s Day is usually associated with happy romance but this film explores love in its most vulnerable form.”
So if your Valentine’s plans include more than chocolates and clichés, tune in to Zee Cinema at 8pm on 14 February. Because sometimes the most unforgettable love stories aren’t the ones that end neatly, they’re the ones that leave you questioning just how far passion can push before everything changes.
