Television
Report on Hindi News Viewership

Zee Café, BBC Worldwide launch second season of premium British dramas

The 12 selected shows will start airing from 16 July.

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MUMBAI: Zee Cafe has partnered with BBC Worldwide to once again entertain Indian audiences with premium British dramas.

Starting 16 July 2018, the channel will host the second edition of the BBC First content block featuring 12 shows, weeknights at 10 pm.

Speaking to Indiantelevision.com, ZEEL business cluster head – premium channels Aparna Bhosle says,“After the phenomenal response to the BBC First content block last year, we are thrilled to bring the best of British dramas once again for our audiences in association with BBC Worldwide. Our research found out that 90-94 per cent of the content in the English space was from the US, hence through this alliance we wish to bridge the gap and cater to the need for great stories with superior quality British dramas.”

For the first season, the shows were not available for the digital platforms, but for the second season the channel is planning to add some of the shows to the Zee5 library. The second season of the shows like Doctor Foster, Maigret and Top Of The Lake will be there on ZEEL’s digital arm because its first season was showcased last year.

Talking about the response of season one last year, she says, “For the first season at the 10 pm slot, the GTVTs went up to 600 per cent and the time spent doubled from three minutes to 6.3 minutes. In terms of performance, the time band worked very well, increasing the channel’s reach by 26 per cent and added one lakh additional viewers.”

Brands like Domino’s, Brookside, L’Oreal, Philips and Vicks dominate the band. The exciting line-up of shows include Doctor Foster Season 2, Top Of The Lake Season 2, Maigret Season 2, Paula, Wolf Hall, Unforgotten, Broken, In The Dark, Burton and Taylor, The Inceptor, Born to Kill and The Collection. 

In terms of total revenue, the channel has exceeded the season one numbers, according to Bhosle.

Keeping in line with its proposition, Zee Café has chalked out a robust marketing campaign #GreatBritainGreatStories. The channel will be engaging its viewers through high impact out-of-home, print and digital mediums across key three mega cities which are Mumbai, Delhi and Chennai.

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