Zee says niche channels making mark in non metro segments

NEW DELHI: Star may be the No. 1 network in the country, but its friend-turned-rival Zee is trying hard to claw back. Zee Network's PAC (premiere, action and classic movie) channels ratings are trekking northwards.

The ratings of the PAC channels not only compare favourably with other similar channels, like B4U Movies, but at places, these three have outdone entertainment channels like SAB TV and Star Utsav too, Zee contends, says a company release.

Quoting recent TAM ratings, company officials claim that the PAC channels --- introduced on the cable networks recently from Dish TV's DTH platform ---- have been faring well in markets like Rajasthan, rest of Maharashtra, West Bengal and UP.

In Rajasthan, for example, Premiere, Action and Classic movie channels have garnered ratings of 78.33, 31.43 and 32.62 percentages, respectively as compared to B4U Movies at 5.46, SAB TV at 28 per cent and Star Utsav at

26.74 per cent, a Zee spokesperson asserts.

Pointing out that the ratings show audiences' preferences for movie channels vis-à-vis general entertainment channels, the spokesperson said, "The reason behind the success of these channels is usually their specialised content. Movie buffs now have choice. In addition, the fact that these channels have only one interval also appeals to viewers".

Premiere Cinema is a Hindi film channel showing the latest Bollywood blockbusters with just one interval. Titles in the library include Ek Hasina Thi, Shaadi Ka Ladoo and Mujhe Kuch Kehna Hai. Action Cinema showcases some of the better action movies from Bollywood. Popular titles include Loha, Najaayaz and The Great Robbery. Classic Cinema airs evergreen titles like Bees Saal Baad, Banarasi Babu and Do Chor, adds the release.


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