Zee pulls out all stops on blockbuster FPC publicity

MUMBAI/NEW DELHI: The countdown for Zee's blockbuster gamble that begins tomorrow has begun.

And the channel is obviously not sparing any efforts to ensure that it is exciting viewers' curiosity about the relative new movies that are to be aired. A whopping Rs 70 million to Rs 100 million have been set aside for the six week media campaign, admits Zee TV president Apurva Purohit. All the media available are being pressed into service - full page ads appeared today in the Times of India, Hindustan Times, Indian Express, Dainik Jagran, Hindu, Deccan Herald, Mid-Day and Sakaal, among others.

The Legend of Bhagat Singh, the first blockbuster to be aired on Zee

Websites, as well as FM radio and cinema halls in key cities like Delhi, Mumbai and Bangalore as well as outdoor hoardings in a substantial number of cities are already teasing the viewer with tantalising snapshots of the 'fresh films' that are to be aired in the Har Ghar Par Premiere band. Of course, Zee's own channels are all being pressed into service to advertise the films, the first of which, The Legend of Bhagat Singh, airs tomorrow at 8 pm.

Zee is apparently gung ho about its new programming even before the films have started airing - and the channel plans to go in for more acquisitions, at least 10 to 12 of them, from April 2003 onwards. while admitting the the cost of movies has been fairly high, Purohit would not comment on the actual numbers. However, industry sources say Zee has a Rs 500 million acquisitions war chest set aside for this.

The strategy behind the programming change and the media campaign is that movies will attract viewers to the channel which is likely to get translated into viewership for our serials too. After all the serials will sustain the channel, says Purohit.

The feedback from the advertisers and press has been good on the campaign. Says Purohit, "People have been calling up since morning to discuss the newness of the movies. For example, some of the movies are still running in theatres."

The main sponsors for the Har Ghar Par Premiere movies are Coca Cola, Livon, Cadbury and Whirlpool. And if industry reports that Zee has already wrapped up Rs 400 million worth of ad sales from the current lot of movies are true, it can only have given the Zee TV president added confidence that the this is a strategy that will work.

The movies look like doing their bit. Now it will be on the serials to hold their end up.

Bollywood Blockbusters slewed for every Thursday at 8 pm are as follows :

Date 2002/03 Film
10 Oct The Legend of Bhagat Singh
17 Oct Humraaz
24 Oct Mujhe Kuch Kehna Hai
31 Oct Om Jai Jagdish
7 Nov Mujhse Dosti Karoge
14 Nov Little John
21Nov Mere Yaar Ki Shaadi
28 Nov Rehna Hai Tere Dil Main
5 Dec Tumko Na Bhool Paayenge
12 Dec Kitne Door.... Kitne Paas
19 Dec Deewaanapan
26 Dec Kya Yehi Pyaar Hai
2 Jan Hathyar
9 Jan Style
16 Jan Road
23 Jan Kuch Tum Kaho Kuch Hum Kahein

Latest Reads
Broadcasters see regional adex space growing

Now that the Hindi fervour has died down, broadcasters and advertisers have latched on to the regional segment. It's no wonder that the adex in the space is expected to grow as well. According to the global ad growth forecast of GroupM, India’s adex is expected to grow at 14.2 per cent compared to...

Television TV Channels Regional
Bodhi Tree focusing on three verticals to scale up business

Over the top (OTT) services have given a big boost to production houses in the country  Bodhi Tree Multimedia, started by Mautik Tolia and Sukesh Motwani five years ago, only concentrated on general entertainment programs on TV initially. Following the change in the overall entertainment industry,...

Television Production House Fiction
Mumbai Team franchisee owner unable to meet financial obligations towards Zee Maharashtra Kushti Dangal

Mr. Pranav Rajesh Dake, owner of Zee Maharashtra Kushti Dangal’s Mumbai team – Mumbai Astra has regrettably been unable to meet the financial obligations towards Zee Maharashtra Kushti Dangal (ZMKD), its players and technicians.

Television TV Channels Viewership
Zee TV gets ratings boost from Zee Rishtey Awards

Zee TV's recently concluded annual awards property, Zee Rishtey Awards, clocked the highest viewership ratings across award shows that took place in the last two years. As per the recently released BARC HSM weekly data (Urban + Rural) for the week 44 '18, it secured a viewership of 5495 TVTs, which...

Television TV Channels Viewership
No changes in Kannada, Marathi segments in BARC data week 44

In the Bengali space, Colors Bangla and Sony Aath swapped their fourth and fifth positions in BARC data week 44. News18 Bihar Jharkhand emerged as the new player in the market by securing fifth position. No changes were observed in the Kannada and Marathi segments.

Television TV Channels Viewership

Launched on November 19, 2014, EPIC celebrates the completion of four years on air, in which it has set aspirational benchmarks for Indian TV content.

Television TV Channels Music and Youth
Celebrating 100 years of Bengali cinema, Viacom18 and Film Heritage Foundation bring the 4th Film Preservation & Restoration Workshop to Kolkata

In line with the centenary celebration of the Bengali Film Industry, and with a purpose to encourage and give an impetus to film preservation and restoration, the 4th edition of Film Preservation & Restoration Workshop India (FPRWI) 2018 was today inaugurated at Kolkata’s Rabindra Sadan.

Television TV Channels News Broadcasting
Vimal Elaichi Pan Masala enters top 5 most advertised brands in BARC week 45

The Broadcast Audience Research Council (BARC) India has released its data for top advertisers and brands between 27 October-02 November 2018. The data is a reflection of top 10 advertiser and brands across genre on Indian television (U+R) : 2+ Individuals. The data demonstrates ads that were...

Television TV Channels Viewership
Zee Anmol back on top of Hindi channels across genres

Zee Entertainment Enterprises Ltd's (Zeel) free to air (FTA) Hindi GEC Zee Anmol was back to second rank in Broadcast Audience Research Council of India’s (BARC) weekly list of top 10 channels across genres in week 45 of 2018 (Saturday, 3 November 2018 to Friday, 9 November 2018, week under review...

Television TV Channels Viewership

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories