Television

'Digitization helped us become Maharashtra's No. 1 channel in reach:' Bavesh Janavlekar

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2016/01/27/Untitled-1_13.jpg?itok=aK85K0zT

MUMBAI: Even as the third phase of Dgiital Addressable System (DAS) is witnessing implementation issues across some states, the completion of Phase I and II has changed the broadcasting landscape to a large extent. One of the first genres to feel the benefits of digitization are the regional channels.

Speaking to Indiantelevision.com about the same, Zee Talkies business head Bavesh Janavlekar says, "Earlier visibility of the channel was an issue in some of the areas but now with digitization, we don’t face that problem. Digitization helped us become the number one movie channel of Maharashtra and Phase III will also contribute considerably towards it."

In the Marathi regional channels' genre, Zee Talkies was in second spot in week 2 of Broadcast Audience Research Council (BARC) India data. Speaking about the strategy to stay on top in the pecking order, Janavlekar says, "We ensure that when it comes to our channel, we continue to have high points, which are relevant to our audience. We also make sure that the audience remains engaged with our brand. It's not only about watching Zee Talkies but also living it. Last year we had a contest in August - September wherein we received approximately 1.3 crore votes with people participating in our month long activity. One doesn’t get these kinds of numbers in Hindi mainline channels and hence the engagement is very important."

While many free to air channels like Zee Anmol and Star Utsav benefitted with the roll out of BARC's rural data, Janavlekar says that Zee Talkies' viewership numbers drastically reduced in the all India data. Before the industry starts trading on the BARC all India data, which will in turn also see a change in advertising rates, the channel has addressed this issue with BARC. "We are in conversation with BARC to deal with the issues that we are facing. Ad rates on the Marathi regional genre have not really gone up," he says.

Over the last couple of years, multiplexes have contributed immensely in the blossoming of regional cinema, specially Marathi films. While being critically acclaimed, movies have also been money churners at the box office. Some have even won National Awards. What's more, this year the Marathi movie Court was India’s official entry to the Oscars. In the light of this development, the satellite rights of Marathi films have also seen a rise of approximately 10 - 20 per cent.

"While there has been a rise in satellite rights acquisition price of Marathi films, there have been only a few examples of movies crossing a certain threshold. But undoubtedly the movies are doing well and an increase in box office collections, is good news for us," informs Janavlekar.

Explaining the dynamics of acquisition costs, he says that while the acquisition price of South Indian movies would be almost similar to Hindi movies, Marathi consumption was very exclusive. "There is a very minuscule population that watches only Marathi movies and 90 per cent of Maharashtrians in Maharashtra watch Hindi channels. However, that is not the case in the South, where only about 10 per cent of the population would watch Hindi channels," he says.

On the programming front, Zee Talkies launched a first of its kind short film format for the audience of Maharashtra with Talkies Lighthouse. The band was launched earlier this month wherein a series of handpicked short films are telecast in a 90-minute format.

The short films will be showcased by television and theatre actor Lalit Prabhakar and Neha Mahajan from the Coffee Aani Barach Kahi fame.

"There are lot of beautiful Marathi movies in short format and the access to those films was primarily confined to the digital space. Being the number one movie channel in Maharashtra, we thought of giving a larger platform to those stories and storytellers to reach out to the audiences. Another objective was to unearth new talent for the industry via this initiative. We believe this is the right time for us to experiment," says Janavlekar.

Come February, Zee Talkies will also invite people to participate in a contest after the series of short films are telecast. The contest will run from 20 February - 20 March and will ask people to send in their short films. The channel is planning to hold an on-ground film festival of the shortlisted entries. 

Zee Talkies has roped in Hero Motocorp - Duet as the presenting sponsor along with Mcvities and Whisper as the co-powered by sponsors for Talkies Lighthouse. Apart from these, the channel also has Dish TV, Parachute and Santoor as associate sponsors.

“The response has been good as many P&G brands for the show including Gillette and Olay came onboard. While the whole initiative was not commercially driven, I think we need to have a case study to have a rigorous sales pitch for the next year. In terms of advertising, we are very fortunate that P&G brands came on board. However, having said that, there is a long way to go in terms of brands coming on board for such formats,” says Janavlekar.

Experiential marketing is the buzz word these days and not the one to be left behind, Zee Talkies has also adopted that route while targeting its audience. "We focus more on engagement activities and contests. Apart from that, we try to do a lot on the digital platforms around Zee Network’s properties. We don’t really go for print advertisement," he says.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/12/02/sh.jpg?itok=_yKCt4oT
Sayani Gupta-starrer Shameless is India’s Oscar entry in short film category

After Lijo Jose Pellissery’s Jallikattu was selected as India's official entry to the 93rd Academy Awards in the International Feature Film category, another worthy contender has been picked for the Oscars’ short film category – Shameless.

Television TV Channels Movie Channels
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/12/01/bbarc.jpg?itok=ZaIqcy7Q
Guest column: Why BARC renaming impressions as AMA makes sense

What is known as ‘impressions’in India is known as AMA in Canada, ‘average audience’ in the US and ‘projections’ in Australia.Regardless of the name, average minute audience is what it is and it is not just a case of a rose by any other name.

Television TV Channels Viewership
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/12/01/zee_vajwa.jpg?itok=o3z7c0Im
Popular Marathi actors come together for the launch of Zee Vajwa

MUMBAI: Zeel’s Marathi music channel - Zee Vajwa, has left no stone unturned to reach out to and connect with the audience. From the quirky and trendy #FullToVajwa challenge that took social media by storm to brand films promising to amplify Maharashtra’s everyday moments into a mahual with music...

Television TV Channels Regional
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/12/01/star.jpg?itok=q1FVmZ1j
Star & Disney India unveil ad solutions suite Sirius

Star & Disney India have launched Sirius, a powerful end-to-end suite of advanced advertising solutions for marketers, media planners, and creative agencies. Built on standard measurement paradigms while bringing in proprietary technology capabilities through multiple associations.

Television TV Channels Viewership
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/12/01/news.jpg?itok=Puux-L33
Will going subscription-based improve news content on Indian television?

As per a recent Media Partners Asia (MPA) report, India is going to be the most scalable pay-TV market in the APAC region, with a CAGR of 6 per cent, touching $15 billion by 2024. India will also contribute almost half of the net subscriber additions in the Asia Pacific over the next five years, it...

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/12/01/bbc-world-news.jpg?itok=QUTBoznA
Indiantelevision.com strives to decode brand safety in association with BBC World News

Brand safety has emerged as a serious concern for the advertising industry, especially in the past few months, with content on television and web getting more controversial. From racist, misogynist, to inflammatory communal content, various publishers and broadcasters are facing flak from viewers...

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/11/30/aisa.jpg?itok=l1ioDJdK
Suvarna News rebrands as Asianet Suvarna News

NEW DELHI: Leading Karnataka news channel Suvarna News has rebranded itself as Asianet Suvarna News.   With its tagline ‘Straight, Bold and Relentless’, the rebranded channel, with a slew of new programs, aims to build further gains in the fiercely fought leadership race in the Kannada news...

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/11/30/chrom.jpg?itok=lpKIqFlv
Chrome DM week 47: Religious genre emerges as top gainer

KOLKATA: All the different genres of television channels have seen marginal growth in the week 47, 2020 of Chrome Data Analytics and Media data. Religious genre is the top gainer with a marginal growth of 0.19 per cent. In this genre, Sanskar has gained the highest OTS with 98.2 in the HSM excl...

Television TV Channels Viewership
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/11/30/sonty.jpg?itok=8AtTJcQa
Sony Pix bids adieu to 2020 with a slew of Hollywood blockbusters

MUMBAI: As India prepares to bid adieu to 2020, Sony Pix too has plans to end the year on a high with a special programming line-up through the month of December. In addition to the Indian television premiere of Yesterday and Last Christmas, there’s ‘Premieres 2020’; ‘Thank God it’s 2021’; ‘...

Television TV Channels English Entertainment

Sign up for our Newsletter

subscribe for latest stories

* indicates required