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
Zee5 launches five free FAST channels on Samsung TV Plus India
New genre-led channels bring comedy, drama, horror, classics and South films to Smart TVs.
MUMBAI: Zee5 just turned Samsung Smart TVs into a free entertainment buffet because when premium content costs nothing, even the remote control starts smiling. Zee5 has launched five curated free ad-supported streaming TV (FAST) channels on Samsung TV Plus India, making high-quality, genre-specific entertainment available subscription-free to millions of Samsung Smart TV owners across the country.
The five channels now live are:
Zee Comedy Nation – Popular comedy shows and movies
Zee Dil Se – Compelling drama series
ZEE Horror Nights – Horror and supernatural content
ZEE Cine Classic – Timeless Indian films
ZEE South Flix – High-energy South Indian films dubbed in Hindi
All content is drawn from Zee5’s extensive library and programmed in a lean-back, always-on format ideal for large-screen viewing. This launch strengthens Zee5’s Connected TV strategy at a time when 64 per cent of its premium content watch time already comes from connected devices.
Zee5 chief business officer Siju Prabhakaran said, “At Zee5, we believe accessibility and scale will define the next phase of digital entertainment growth in India. Our presence on Samsung TV Plus strengthens our Connected TV strategy, enabling viewers to discover curated, genre-led content in a seamless, free, and premium environment.”
Samsung TV Plus India head of partnerships Kunal Mehta added, “Local partnerships are at the heart of how we grow Samsung TV Plus in India. Zee Entertainment is one of India’s most iconic media brands, and bringing their channels to our service means millions more Samsung Smart TV owners can enjoy premium local content, subscription-free.”
The channels are available directly through the pre-installed Samsung TV Plus app with no login or subscription required. This marks another milestone in Zee5’s CTV expansion and builds on its growing international presence, with Zee channels already available on Samsung TV Plus across Southeast Asia, Australia and New Zealand.
In a streaming world where paywalls often block the fun, Zee5 and Samsung have quietly opened the gates, proving that sometimes the best things in life (and on your TV) really are free especially when they come with a side of comedy, drama, horror, classics and South Indian blockbuster energy.
