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ZEEL unveils marketing, promotion and distribution strategies for Zee Biskope
MUMBAI: Zee Entertainment Enterprises Ltd has a new ambitious member joining it's cluster – the upcoming 24-hour dedicated Bhojpuri movie channel Zee Biskope. The channel will be rolled out on the auspicious day of Sankranti, 14 January 2020.
ZEEL aims to brand the channel on the popularity of three Bhojpuri stars — Nirahua, Pawan Singh and Khesari Lal Yadav. “These three stars are the glue between the audience and the Bhojpuri film industry and there’s crazy love for a hero in the region,” ZEEL’s business head of Zee Biskope and Ganga Amarpreet Saini said while speaking to Indiantelevision.com.
He added, “As the face of the brand these three stars are definitely going to generate a lot of connection. We will also be broadcasting movies wherein these heroes are more associated with people, which is the bigger phase of the marketing campaign.”
Expanding its regional footprint, Zee Biskope is an additional channel in the movie segment, along with the existing general entertainment channel (GEC) — Big Ganga in Bhojpuri market.
As a part of marketing strategy, the broadcaster will have movie screening of 2019 blockbusters in the largest hall in Patna on 18 January 2020. The event will witness the attendance of these three Khans of Bhojpuri, along with media, distributors and of course audience.
Meanwhile, the business head of Zee Biskope and Ganga laying out the further marketing plan stated: “The brand will also have two animated mascots called Bhaiyaji and Gamchaji, discussing the new releases, television premieres, and interactions with the audience and stars of the Bhojpuri industry.”
ZEEL being the largest entertainment network, Saini said, “We will leverage the strength of our network as a primary source of driving awareness about the channel. We also have our established brands in Uttar Pradesh (UP), Bihar and Jharkhand. We will also leverage their strengths to create awareness.”
He went on to explain that if need be for incremental and additional reach beyond our network, they would consider some non-network channels to promote the movie channel. This option will only be attempted post exhausting our network’s strength.
The Bhojpuri movie channel will also be promoted on all possible platforms, including digital, television along with on-ground initiatives and activities to create a tangible relationship with viewers.
Zee Biskope would be a paid channel available on all cable and DTH services at Rs 0.10 per month, Saini said.
Meanwhile, ZEEL’s cluster business – east Samrat Ghosh said, “Unlike regional markets, Bhojpuri television market is apparently very new and the majority of advertisers would be national players. Local advertisers couldn’t afford national channel because of price sensitivity.”
Ghosh said that with an increase in viewers’ traction, the eyeballs are gradually shifting to Bhojpuri market wherein local advertisers also see a lot of mileage in advertising their products. He further added that local advertisers are at a negligible level compared to national advertisers.
Ghosh also said that the channel is on the verge of signing new national advertisers, along with existing associations with different brands.
With the tag line ‘AathonPahariya Luta Lahariya’ (enjoy Bhojpuri entertainment throughout the day), the channel’s philosophy is to allow viewers to rejoice Bhojpuriyat 24*7 and efforts have been made to enhance and celebrate this Bhojpuriyat in the best possible ways.
With over 300 plus library strength, the channel will broadcast exclusive world television premiere movies every weekend, however, a week before television there would be a digital premiere of exclusive movies on ZEE5.
As the broadcaster’s primary focus is to show authentic Bhojpuri movies on the new channel, Zee Biskope and Ganga’s business head said, “Going forward, we would also broadcast larger-than-life south dubbed movies in Bhojpuri language seeing dubbed movies traction in this market.”
Meanwhile, Saini also said, “The idea to offer a movie channel along with the existing GEC channel in the market is to achieve leadership in the Bhojpuri segment.” ZEEL so far is the only broadcaster to provide both GEC and movie channel in this market.
The last couple of years’ maximum contribution to the rise of the broadcasting industry has come from regional markets. In this regard, ZEEL’s cluster business head said, “We are keen to explore other markets, but to launch a new regional channel or not that depends on a business opportunity.”
NEW DELHI: Hamdard Laboratories gathered a cross-section of India’s achievers in New Delhi on Friday, handing out the Hakeem Abdul Hameed Excellence Awards to figures who have left their mark across healthcare, education, sport, public service and the arts.
The ceremony, attended by minister of state for defence Sanjay Seth and senior officials from the ministry of Ayush, celebrated individuals whose work blends professional success with a sense of public purpose. It was as much a roll call of achievement as it was a reminder that influence is not measured only in profits or podiums, but in people reached and lives improved.
Among the headline awardees was Alakh Pandey, founder and chief executive of PhysicsWallah, recognised for turning affordable digital learning into a mass movement. On the sporting front, Arjuna Awardee and kabaddi player Sakshi Puniya was honoured for her contribution to the game and for pushing women’s participation onto bigger stages.
The cultural spotlight fell on veteran lyricist and poet Santosh Anand, whose songs have echoed across generations of Hindi cinema. At 97, Anand accepted the honour with characteristic humility, reflecting on a life shaped by perseverance and hope.
Healthcare honours spanned both modern and traditional systems. Manoj N. Nesari was recognised for strengthening Ayurveda’s place in national and global health frameworks. Padma shri Mohammed Abdul Waheed was honoured for his research-backed work in Unani medicine, while padma shri Mohsin Wali received recognition for his long-standing contribution to patient-centred care.
Education and social development also featured prominently. Padma shri Zahir Ishaq Kazi was honoured for decades of work in education, while former Meghalaya superintendent of Police T. C. Chacko was recognised for public service. Goonj founder Anshu Gupta received an award for his dignity-centred rural development initiatives, and the Hunar Shakti Foundation was honoured for empowering women and young girls through skill development.
The Lifetime Achievement Award went to former IAS officer Shailaja Chandra for her long career in public healthcare and governance, particularly in the traditional systems under Ayush.
Speaking at the event, Hamdard chairman Abdul Majeed said the awards were a tribute to those who combine excellence with empathy. “These awardees reflect Hakeem Sahib’s belief that healthcare, education and public service must ultimately serve humanity,” he said.
Minister Seth struck a forward-looking note, saying India’s young population gives the country a unique opportunity to become a global destination for learning, health and wellness by 2047.
The ceremony also featured the trailer launch of Unani Ki Kahaani, an upcoming documentary starring actor Jim Sarbh, set to premiere on Discovery on 11 February.
Instituted in memory of Unani scholar and educationist Hakeem Abdul Hameed, the awards have grown into a national platform that celebrates those building a more inclusive and resilient India. For one evening at least, the spotlight was not just on success, but on service with substance.
