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. 

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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.

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