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starters, black boxes greeted advertising and media professionals
on Monday morning. Unlike the usual gifts the box just had a small
letter and a urine collecting bag. Message to be conveyed, 'everything
else can wait but the movie can't.'
Aren't they a bit slow off the blocks since Sony's MAX was the
first to introduce the conscept with their Sunday Mera Movie?
"We had conceived the idea way back in January but we had planned
to launch it in March. Just because MAX went ahead before us, doesn't
mean we cancel our plans," offered Zee Cinema assistant vice
president (marketing) Prakash Ramchandani. It is a similar gamble
alright, but what is different is that the stakes are higher. Zee
Cinema's one break movie is a once a fortnight event, aired on alternate
Sundays at 9 pm prime time.
The one break innovation kicks off with the action thriller The
Hero - Love Story Of A Spy on Sunday, 14 March and the next
movie is Humraaz on Sunday 28 March.
Everything else can wait, incase
of an emergency use this... says Zee Cinema |
Quite a far cry from Zee's prime movie band Thursday Premier, which
has on average 15-20 ads breaks per movie. "We are an entertainment
channel and viewers' interest is prime on our minds. Since the target
audience for the Sunday night is the 25+ urban viewers, we had to
keep their interest in mind. One break means that they can retire
to bed earlier," says Ramchandani.
While the channel doesn't seem to be too bothered with the advertisers,
Ramchandani did indicate that the ad spots for the five minute break
will be sold at a premium rate. The channel isn't as ruffled by
the fact that main competitor Sony has already bagged three of the
six blockbuster hits of 2003.
Instead the channel is keen on promoting its existing fare with
gusto. The channel seems to have already tasted success with the
heavy duty promotions of its Valentine special band "Dil Deke
Dekho". Despite being already aired on television more than
10 times, this decade old blockbuster of its time Hum Aapke Hain
Kaun was the top movie for the week with TVR of 3.84. Despite
the fact that it was pitted against 2002's surprise hit Jism
on Star Plus it peaked with TVR of 8 in Hindi speaking markets,
C&S 4 +.
While the status quo still remains that the movies will premier
on Zee and later on Zee Cinema, the channel will be aggressively
promoting the brand along with the special bands on the channel.
"With FCB Ulka in the picture, this year on the channel will
debut fresher ideas and establishing the channel in the viewers
mind. While the content on the channel is good, we are the only
channel dedicated to Hindi cinema, what we aim to convey that through
our advertising, marketing and promotions. Something that we haven't
stressed on earlier, so there are a few more such promotional activities
and surprise announcement coming your way," quips Ramchandani.
Well, bring it on.
Also Read:
Single
commercial break - MAXing the movie experience
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