Television
Report on Shemaroo

ZEEL's &Privé HD channel to target upscale non-conformists in six metros

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2017/09/12/ZEEL.jpg?itok=iikG1V63

MUMBAI: There's a thin sliver amongst  the hundreds of millions of cinema lovers in India that gorge on international independent and award winning films. Leading indian TV network Zee Entertainment Enterprise Ltd (ZEEL) is about to offer them something that is going to keep them glued to their TV sets  when  &Privé HD launches come 24 September 2017. 

“The breeze of change is seen as everyone is focusing on connoisseur, hedonist and explorers, but we are targeting the non-conformist,” says ZEEL English cluster head Aparna Bhosle.

&Privé HD's tagline is ‘Feel the Other Side’ which distinguishes it from others in the English movie channel  genre.

With films  from 28 independent Hollywood players and studios such as Paramount and PVR, &Privé HD library boasts of 350 exclusive titles.

&Privé HD, designed and packaged by Zink, a Canadian digital agency, will telecast over 40 premieres in six months after the launch. Moonlight will be the first premier on the launch day, airing on two time-slots -- 1 and 9pm. Other premieres and movies on &Privé HD include:  Lion, Pele, Jackie, Arrival and Free State of Jones.

“The English movies TV channel  market (in India) is worth Rs 4.5--Rs 6 billion; English content viewership (on HD channels) is on the rise,” points out Bhosle.

&Privé HD is targeting the six metros and will be available on Dish TV, Tata Sky, Airtel Digital TV, and Sun TV. Zeel was in talks with Videocon d2h for distribution at the time of writing.

“In 2015, India had five million HD STBs, which saw a 160 per cent increase over the past three years. Today, we have around 10.8 million HD STBs,” Bhosle revealed.

The marketing and promotional campaign of &Privé HD has been drawn up by FCB Ulka. Zeel's team has conjured an innovative out-of-the-box promotional plans for the niche channel, apart from pushing the launch TVC on all  sister-HD channels. Digital, print and OOH media are slated to start rolling out the messaging for &Privé HD.

“Our digital platform has a reach of 14 million which will help us to increase our viewership. Our outdoor campaign will hit Delhi, Mumbai, Hyderabad and Bengaluru on 18 September and multiplex promotions will start two days before the launch,” Bhosle adds.

Attempts have been made to crack the niche genres in the past with efforts by the likes of NDTV with NDTV Lumiere, which lasted a couple of years, but was pulled off, despite critical appreciation, on account of a lack of a profitable business model. And since then others have entered like HBO Hits, Sony Le Plex and Star Movies Select HD.

A media professional states that times are different now and discerning viewers - around two million of them in India - are willing to pay to watch exclusive differentiated content in HD as evident from the traction Amazon Prime and Netflix have got in recent times.  "Hence, it's quite likely that if Zee sticks by &Privé HD and gives it time, it could end up finding a profitable niche for itself in, let's say, the next three years," she says.

That's how Indian movie lovers are hoping &Privé's script will play out.

ALSO READ :

HBO and Epic enter whereas Zee Studio, Nat Geo Wild exit Top 5 list: BARC week 35

C. Central leads, Sony Pix slips two slots & Zee Studio enters Top 5

English Ent.: MNX leads & Zee Cafe retains top slot with significant drop

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/03/06/ar.jpg?itok=Xyy0Gp1b
TRP scam: Interim relief to Arnab Goswami extended till 16 March.

The Mumbai police has told the Bombay high court that its assurance of not taking any coercive action against Republic TV's editor-in-chief journalist Arnab Goswami in the TRP scam case will continue till 16 March, news agency PTI reported on Friday.

Television TV Channels Viewership
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/03/05/m.jpg?itok=PZ5N2HyL
News18 India gears up for West Bengal elections with ‘Sabse Bada Dangal’

New Delhi: With days left for the crucial West Bengal assembly elections, television news channels are gearing up to shore up viewership on their poll coverage. Amid the intense competition, News18 India has announced an array of programming under its election based viewer engagement campaign ‘...

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/03/05/wh.jpg?itok=nxj1X4aD
Nat Geo signs Colgate, Citroen & HDFC as sponsors for ‘Women of Honour: Destination Army’

National Geographic India has roped in three key sponsors — Colgate, Citroen, and HDFC for its upcoming Women’s Day special documentary titled Women of Honour: Destination Army that features women in the Indian Armed Forces.

Television TV Channels Viewership
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/03/05/ap.jpg?itok=Ezbp-Bi_
Monetising Ishara is the primary focus in next few quarters: Aditya Pittie

In September 2016, Anand Mahindra-owned television channel Epic roped in Pittie Group CEO Aditya Pittie as its managing director. Since then, the Anand Mahindra-and Pittie-promoted IN10 Media has expanded – from television (Epic), to OTT platforms (Epic On and Docubay), and even a production house...

Television TV Channels GECs
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/03/04/zee.jpg?itok=66z2LO0k
No 1 channel of Bihar Jharkhand, ZEE Bihar Jharkhand reinvents itself

Earning the trust of the viewers and providing exceptional news coverage has kept ZEE Bihar Jharkhand a market leader for more than 4 years. The channel focusses not only on the states of Bihar and Jharkhand but every important news making story in the country and the world. Not only shows, the on-...

Television TV Channels Regional
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/03/04/kabbadi.jpg?itok=eSDYIcr4
KabaddiAdda enters livestream partnership with K7 Tournament

KOLKATA: KabaddiAdda will be live-streaming all the matches from ‘K7’, India’s premier professional junior kabaddi tournament. The entire tournament will span across multiple cities in India with the first leg of the qualifiers kicking off in Haryana under the aegis of Amateur Kabaddi Association...

Television TV Channels Sports
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/03/04/happy.jpg?itok=7HrkqNwH
Delhi HC directs Google to suspend HappyEasyGo's ad account

New Delhi: The Delhi high court has directed Google to suspend an advertising account of travel booking website HappyEasyGo on its Ad Words programme, where companies bid for keywords to appear on top of search results. The directive was passed by a single judge bench of justice Jayant Nath on two...

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/03/04/bob.jpg?itok=DVLysqu7
Disney CEO Bob Chapek says Star India is a shining example

The Walt Disney Co CEO Bob Chapek is extremely bullish on Star India which it acquired as a part of its Fox acquisition. During the Morgan Stanley Technology, Media and Telecommunications Conference in the US on 2 March, Chapek said, “Star India has so much there, to unwind and unpack.

Television TV Channels Viewership
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/03/04/aj.jpg?itok=XkkuQlef
The second film of the #AajTakSabseTez campaign is out

As part of the on-going #AajTakSabseTez campaign, the nation’s undisputed No.1 news channel today launched the second film of the series. The film titled Achaar Gully highlights how Aaj Tak does not conform to the growing trend of spicing up news.

Television TV Channels News Broadcasting

Sign up for our Newsletter

subscribe for latest stories

* indicates required