Zee Cafe launches second edition of BBC First; expects great response
BBC First's second edition, featuring 12 shows, will start from July 16. It will be aired on weeknights at 10 and the repeat telecast will be at 10am.
After showing 11 unconventional BBC First stories in the first season last year, Zee Café is all set to launch the second edition with 12 new British dramas. Starting July 16, the channel will host the second edition on weeknights at 10.
According to the channel, each of the show in the block boasts of narratives and characters that challenge the norm, evoke powerful emotions and inspire new thoughts. The line-up includes Doctor Foster Season 2, Top Of The Lake Season 2, Maigret Season 2, Paula, Wolf Hall, Unforgotten, Broken, In The Dark, Burton and Taylor, The Inceptor, Born to Kill and The Collection.
Talking about the performance of the first edition, Aparna Bhosle, Business Cluster Head – Premium Channels, ZEEL, said that the response was “overwhelming”.
“We wanted something different and so launched this block. It was a chance that we took last year. The response to BBC First was overwhelming. In the 10pm time band, our GTVs increased by 600 per cent (from 4.76 to 33.74 GVTs). Our time spent doubled from 3 mins to 6.3 mins and reach went up 26 per cent and we gained 1 lakh additional viewers,” said Bhosle.
According to Bhosle, the first edition of BBC First shows also increased their male viewership.
“Before the launch of BBC First shows last year, the male-female ratio was skewed towards female. But After the BBC shows, we got a lot of male viewership and thankfully they never left. We managed to do really good work with BBC last year. We received 15 mn impressions on digital and our hashtags were trending.”
“We had a high decibel launch as it was loved by the consumers. British dramas gratified the voracious appetite of our viewers and garnered great response across mediums. I am hoping to get same response if not better,” she added.
The show will have repeat telecast as well. The channel has stuck to 10am for repeat telecast as it got good viewership in this time band last year.
“Repeats did exceptionally well last year. We got a great feedback, especially from women viewers who said that they could watch the repeat telecast easily after sending their children to school. So we are sticking to 10am for the repeats.”
The channel has got five sponsors on board so far. Powered sponsors are Domino's Pizza and Brookside. Special partners are L'oreal Paris and Phillips and associates sponsors is Vicks.
Keeping in line with its proposition, Zee Café has chalked out a robust marketing campaign #GreatBritainGreatStories. The channel will engage its viewers through out-of-home, print and digital mediums across mega cities. It will also give a sneak peek into the British culture by hosting English tea parties in key media offices.
“The campaign will run for three-four weeks. We have outdoor plans for four cities-- Mumbai, Delhi, Bangalore and Chennai. Also, we want people to write about the show as we always try to have conversation. So besides print, TV and outdoor, we are taking a different strategy on social media. Though the campaign will run for three weeks, the digital part will go on for three months,” said Bhosle.
According to the channel, each of the show in the block boasts of narratives and characters that challenge the norm, evoke powerful emotions and inspire new thoughts. The line-up includes Doctor Foster Season 2, Top Of The Lake Season 2, Maigret Season 2, Paula, Wolf Hall, Unforgotten, Broken, In The Dark, Burton and Taylor, The Inceptor, Born to Kill and The Collection.
Talking about the performance of the first edition, Aparna Bhosle, Business Cluster Head – Premium Channels, ZEEL, said that the response was “overwhelming”.
“We wanted something different and so launched this block. It was a chance that we took last year. The response to BBC First was overwhelming. In the 10pm time band, our GTVs increased by 600 per cent (from 4.76 to 33.74 GVTs). Our time spent doubled from 3 mins to 6.3 mins and reach went up 26 per cent and we gained 1 lakh additional viewers,” said Bhosle.
According to Bhosle, the first edition of BBC First shows also increased their male viewership.
“Before the launch of BBC First shows last year, the male-female ratio was skewed towards female. But After the BBC shows, we got a lot of male viewership and thankfully they never left. We managed to do really good work with BBC last year. We received 15 mn impressions on digital and our hashtags were trending.”
“We had a high decibel launch as it was loved by the consumers. British dramas gratified the voracious appetite of our viewers and garnered great response across mediums. I am hoping to get same response if not better,” she added.
The show will have repeat telecast as well. The channel has stuck to 10am for repeat telecast as it got good viewership in this time band last year.
“Repeats did exceptionally well last year. We got a great feedback, especially from women viewers who said that they could watch the repeat telecast easily after sending their children to school. So we are sticking to 10am for the repeats.”
The channel has got five sponsors on board so far. Powered sponsors are Domino's Pizza and Brookside. Special partners are L'oreal Paris and Phillips and associates sponsors is Vicks.
Keeping in line with its proposition, Zee Café has chalked out a robust marketing campaign #GreatBritainGreatStories. The channel will engage its viewers through out-of-home, print and digital mediums across mega cities. It will also give a sneak peek into the British culture by hosting English tea parties in key media offices.
“The campaign will run for three-four weeks. We have outdoor plans for four cities-- Mumbai, Delhi, Bangalore and Chennai. Also, we want people to write about the show as we always try to have conversation. So besides print, TV and outdoor, we are taking a different strategy on social media. Though the campaign will run for three weeks, the digital part will go on for three months,” said Bhosle.
