Movie Channels
Zee Bollywood aims to capture 10% market share
MUMBAI: While every other movie channel in the Hindi space is offering dubbed South Indian movies, Zee Entertainment Enterprises Ltd (ZEEL) is launching a pure offering – its ‘101% Shuddh Bollywood’ channel Zee Bollywood. The channel is launching on 31 August.
Earlier reports had said that Zee Bollywood would be replacing Zee Classic, but ZEEL Hindi movies cluster business head Ruchir Tiwari said that it is not shutting the channel. In fact, the network still has Zee Classic’s HD licence. “We are not shutting Zee classic. As you know, ministry permission for launching a new channel is a very slow process and the demand of Bollywood from the consumer is urgent,” he said.
He added that research shows 39 per cent Indians love watching masala Bollywood movies that are truly entertaining. “Getting the permission is not easy and so we had to use the Classic license to launch this. We did not apply for the Classic license, it will be revamped as a refreshed offering that will be premium and niche and it wouldn’t be ad-supported. You will hear about Zee Classic also very soon,” he said.
With Zee Classic’s market share being 6.5 per cent, Tiwari feels that Zee Bollywood has the potential to reach up to 10 per cent.
Tiwari added that there might be an overlap with other players when it comes to certain movies. “Today all the top three channels have 50-60 per cent of south programming on a weekly level because there is larger viewership in the category especially from west India, where there is a very strong demand. For example, Lagaan movie will be aired quite a few times on the other channels or maybe on Sunday afternoon and this is because there is no room. So now, in this case, there will be some overlapping,” he said.
The network has curated a roster of over 600 exclusive ‘Masalon se koot koot ke bhari filmein.’ ZEEL CMO Prathyusha Agarwal said, “At ZEEL, our aim has always been to fuel the entertainment space with extraordinary content that satiates the needs of our viewers. Specifically, in the Hindi movie segment, we understand the viewer as someone whose mind seeks different kinds of cinema, while his heart continues to yearn for masala Bollywood! Hence, we came up with the big idea of Zee Bollywood.”
The channel has started scouting for advertising partners. Zee network president sales Vijay Sanil said, “Currently we have Nerolac, Lays, Cadbury and Nirma Salt as our channel partners. The response has been extremely positive from our clients and such partnerships further validate our belief in our offering. We are hoping to drive synergies with more brands as we embark on this new journey.”
Time bands also speak the Bollywood lingo such as Mere Sat-Sun Aayenge (Sat, Sun 9pm), Subhah Ho Gayi Mamu (Mon to Fri 10:30am), Dopehar Ka Tadka (Mon to Fri 2pm), Chalti Hai Kya 9 se 12 (Mon to Fri 9pm), Raat Baaki (Mon to Fri 12 am) and Maa Kasam Sunday Hai (Sun 10:30am, 2pm, 5pm).
Shows with romance like Chennai Express, Jab We Met, comedy films like Phir Hera Pheri, Houseful, Welcome, panga with films like Agneepath, Josh, Gadar and drama with films like Lagaan, Judaai, Raja Hindustani among others will be on air.
In the most crowded segment on TV, Zee Bollywood has tough competition to prove and capture market share.
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.
