ZEEL replaces Zee Classic with new Hindi movie channel Zee Bollywood
Zee Classic, for the time being, will go off-air. The network has planned to apply for a new licence for it later.
Zee Entertainment Enterprises Ltd (ZEEL) is all set to expand its Hindi movie cluster with the launch of a new channel-- Zee Bollywood. The channel will go on air on August 31. Zee Bollywood will replace the currently on-air Zee Classic channel.
Talking about their decision to replace Zee Classic, Ruchir Tiwari, Business Head, Zee Hindi Movies Cluster, said, “We are not closing down that channel. As you know, getting an approval from the ministry for a new channel is a slow process. Hence, we used the Zee Classic license to launch Zee Bollywood. This channel will be more niche and less ad supportive. It will also have the movie-on-demand service and we are in talks with DTH players for this. We will soon announce about it on Zee Classic as well.”
The ad expenditure in the Hindi movie category is currently pegged around Rs 2,500-3,000 crore. With the launch of Zee Bollywood, the network will have seven Hindi movie channels, both FTA and Pay. The network currently has 36 per cent share in the category.
Various television channels air South-dubbed and Hollywood-dubbed movies that don’t appeal to the true-blue Bollywood fans. According to the network, Zee Bollywood will cater to this need gap with its masala Bollywood movies.
Prathyusha Agarwal, CMO, ZEEL adds, “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 - a channel that brings you the best in class ‘masalon se koot koot ke bhari filmein’ that are high on ‘filmoglobin’ - the antidote to the new-age realistic movies.”
“Zee Bollywood is our tribute to masala Bollywood movies that excite the common man. The brand promise of ‘101% shuddh Bollywood’ was conceptualized with rooted strengths of timeless bollywood movies, larger-than- life expressions and deadly dialogues.”
Talking about the latest offering, Ruchir Tiwari, Business Head, Zee Hindi Movies Cluster, said, “Zee Bollywood is our tribute to that purest form of cinema which stands for wholesome entertainment and defines the ultimate movie viewing experience. The charm of these movies lies in the unparalleled blend of raw emotions, intense drama, powerful action and soulful music delivered in a grand, glamorous scale. However, with the shift in focus to new age or realistic movies in the recent times, this charm is slowly getting lost. The audience of Hindi movies increasingly yearns for this genre of movies. With the launch of Zee Bollywood, we intend to wow our viewers with a platform that revels in this flamboyance of bollywood movies.”
According to Vijay Sanil, President-Sales at Zee Network, Zee Bollywood promises to appeal to the Hindi-speaking markets in the heartland.
“The new channel will now cater to the hard-core bollywood fan who is a loyalist of masala bollywood movies. The strong brand proposition has helped us connect with some of the key like-minded brands across sectors garnering four channel partners even before the channel goes live. 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.”
The network will soon launch a 360-degree marketing plan that will engage audiences across various mediums – Television, Print, Outdoor, Digital, Radio and PR. Along with ambient outdoor media promotions in key markets, Zee is all set to start a unique ‘poster art meets desi dialoguebaazi’ executions across social platforms.
Talking about their decision to replace Zee Classic, Ruchir Tiwari, Business Head, Zee Hindi Movies Cluster, said, “We are not closing down that channel. As you know, getting an approval from the ministry for a new channel is a slow process. Hence, we used the Zee Classic license to launch Zee Bollywood. This channel will be more niche and less ad supportive. It will also have the movie-on-demand service and we are in talks with DTH players for this. We will soon announce about it on Zee Classic as well.”
The ad expenditure in the Hindi movie category is currently pegged around Rs 2,500-3,000 crore. With the launch of Zee Bollywood, the network will have seven Hindi movie channels, both FTA and Pay. The network currently has 36 per cent share in the category.
Various television channels air South-dubbed and Hollywood-dubbed movies that don’t appeal to the true-blue Bollywood fans. According to the network, Zee Bollywood will cater to this need gap with its masala Bollywood movies.
Prathyusha Agarwal, CMO, ZEEL adds, “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 - a channel that brings you the best in class ‘masalon se koot koot ke bhari filmein’ that are high on ‘filmoglobin’ - the antidote to the new-age realistic movies.”
“Zee Bollywood is our tribute to masala Bollywood movies that excite the common man. The brand promise of ‘101% shuddh Bollywood’ was conceptualized with rooted strengths of timeless bollywood movies, larger-than- life expressions and deadly dialogues.”
Talking about the latest offering, Ruchir Tiwari, Business Head, Zee Hindi Movies Cluster, said, “Zee Bollywood is our tribute to that purest form of cinema which stands for wholesome entertainment and defines the ultimate movie viewing experience. The charm of these movies lies in the unparalleled blend of raw emotions, intense drama, powerful action and soulful music delivered in a grand, glamorous scale. However, with the shift in focus to new age or realistic movies in the recent times, this charm is slowly getting lost. The audience of Hindi movies increasingly yearns for this genre of movies. With the launch of Zee Bollywood, we intend to wow our viewers with a platform that revels in this flamboyance of bollywood movies.”
According to Vijay Sanil, President-Sales at Zee Network, Zee Bollywood promises to appeal to the Hindi-speaking markets in the heartland.
“The new channel will now cater to the hard-core bollywood fan who is a loyalist of masala bollywood movies. The strong brand proposition has helped us connect with some of the key like-minded brands across sectors garnering four channel partners even before the channel goes live. 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.”
The network will soon launch a 360-degree marketing plan that will engage audiences across various mediums – Television, Print, Outdoor, Digital, Radio and PR. Along with ambient outdoor media promotions in key markets, Zee is all set to start a unique ‘poster art meets desi dialoguebaazi’ executions across social platforms.
