Movie Channels
Zee Cinema, Star Gold both claim numero uno status
Revamped programming and an innovative initiative seem to be paying dividends to Zee Cinema.
Zee Cinema quotes TAM to prove its superiority over rivals
The channel that rejigged its programming line up in December 2002 under the stewardship of Yogesh Radhakrishnan, claims that 85 of the top 100 slots for Hindi movie channels go to Zee Cinema. Quoting TAM ratings, the channel has staked claim to being the front runner among Hindi movie channels once again. GRPs which hovered around 112 in November 2002, have reached an all time high since revamp at 157 as of 18 January 2003.
Rivals Max, Star Gold and B4U are way behind Zee Cinema, if the GRPs put out by Zee Cinema are to be believed.
Better packaging, shorter breaks, marketing-driven scheduling of films and better quality of film prints have helped it lick rivals, says Zee. But Star Gold, which has started a spiced up ‘nimbu maarke’ campaign, lays its own claim to the top slot.
Star Gold quotes channels shares to says its way ahead of rivals in its genre
Star Gold says it has topped weekday prime times with a share of 3.0, and put Max and Zee Cinema at 2.7 and 1.9 respectively. Even on weekends, asserts Star Gold, its share is at 4.9 while that of Max is at 3.6 and that of Zee Cinema is at 4.5. (source – TAM C&S 4+, Hindi speaking markets, week 2-8 February 2003).
While Zee Cinema has a library of over 1,200 titles and an edge in its reach, Star Gold has launched initiatives like dubbed versions of Hollywood blockbusters. Zee Cinema meanwhile, has launched India’s only daily Bollywood based show called Bollywood Tonight; hosted by Samar Khan and also has a few new initiatives lined up for 2003.
The Ek Ka Teen premiere, says Zee Cinema, is paying dividends to the channel in terms of heightened viewership
Zee Cinema’s innovative Ek Ka Teen Premiere, which involved the premiering of latest moderate hits over different time slots over Friday, Saturday and Sunday, has also paid rich dividends, says the channel.
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.
