Television

Zee Café's new Rated 'H' shows to captivate millennials (updated)

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MUMBAI: Zee Café viewers can expect fresh entertainment in its upcoming slot Hollywood on Café from 16 October. 5 new drama series – The Young Pope, Taboo, 11.22.63, The Son and Guerrilla – will air from Monday to Friday at 9 pm.

These new shows are a part of its new concept called ‘Rated H’, where TV shows are made with Hollywood-scale budgets, with intriguing, refined and compelling narratives, and provide a unique and extremely premium experience. Hollywood names like Tom Hardy, Jude Law, Pierce Brosnan, Idris Elba and James Franco will be the highlight of the shows.

Despite other broadcasters leaning towards the digital medium, Zee Café still considers TV as the king of content. Considering the Year-to-date ratings from April, the channel claims to have maintained its top position.

ZEEL business cluster head-premium and FTA-GEC channels Aparna Bhosle says, “The English entertainment sector, which has a market of Rs 3.5--4,5 billion, has always been niche and exposing more people to the content will help in its expansion. To stay true to our tagline of ‘All Eyes On You’, we must keep engaging our audience with new shows.”

The section targets discerning millennials who crave scale and quality. An all-round marketing plan, while keeping in mind the scale of the shows and unconventional storylines, has been adopted. Advertisers on board include Renault Captur, Blender’s Pride Fashion Tour Music CDs, Nokia Smartphones and Engage Perfume Spray. "Zeel has an ongoing outdoor marketing deal with the airports authority (of India - AAI) at its Mumbai and Delhi locations," Bhosle said.

The 5 drama series are:
The Young Pope is an English-language Italian drama television series created and directed by Paolo Sorrentino. The series stars Jude Law and Diane Keaton. It was co-produced by European production companies Wildside, Haut et Court TV, and Mediapro. It has only one season with 10 episodes in it and the runtime is 46-60 minutes. It will air on Mondays at 9 PM.

The Son is an American drama television series of 10 episodes based on the 2013 book of the same name by Philipp Meyer. The show was created and developed by Meyer, Brian McGreevy, and Lee Shipman. The runtime is 42- 49 minutes. On May 12, 2017, the series was renewed for a second season. It will air on Tuesdays at 9 PM.

Taboo is a British television drama programme produced by Scott Free London and Hardy Son & Baker. It was created by Steven Knight, Tom Hardy, and his father, Edward Hardy, and is based on a story written by Tom and Edward Hardy. The eight-part series, set in 1814, begins with James Delaney (Tom Hardy) returning to England after spending twelve years in Africa with fourteen stolen diamonds, following the death of his father and when the war with the United States was nearing its end. The runtime of the series is 55-57 minutes. Taboo will air Thursdays at 9 PM

11.22.63 is an American science fiction thriller mini-series based on the book 11/22/63 by Stephen King, and consisting of eight episodes. The series is executive-produced by J. J. Abrams, King, Bridget Carpenter and Bryan Burk, and produced by James Franco, who also has the main role. The production companies involved are Bad Robot Productions and Warner Bros. Television. The runtime of the series is 44-81 minutes. 11.22.63 premieres 18 October, Wednesdays at 9 PM.

Guerrilla is a six-part British drama mini-series set in early 1970s London, against the backdrop of the Immigration Act 1971 and British black power movements such as the British Black Panthers and Race Today Collective. It was written and directed by John Ridley and stars Idris Elba, Freida Pinto and Babou Ceesay in leading roles. The production company is ABC Signature studios. The runtime is 60 minutes. Guerrilla premieres 20 October, Fridays at 9 PM.

Out of the five, the channel has digital rights for The Young Pope, Taboo and Guerrilla.

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