With the citizens confined to their homes during the lockdown, ENTERTAINMENT via television has been a respite.
The leading Marathi movie channel Zee Talkies left no stone unturned to curate a power-packed line-up that viewers have enjoyed with their families.
As it is rightly said – The proof is in the pudding, Zee Talkies garnered the highest ever Q1 GTVTs since the inception of the channel with 1,53,335 GTVTs in MH U+R. The channel as a leader maintained its spot at number 1 across all the markets in Maharashtra. With the market share of 59% in Marathi movie genre (MH U Pay HHs), the channel has surely struck a chord with its viewers. Not only that, Zee Talkies has been amongst the top 5 viewed channels across 700+ channels in this quarter. The success continues with Zee Talkies HD’s growth up by 123% over Q4 of the last financial year.
Let’s look back at how all of this was achieved? The channel’s belief in the proverb – Necessity is the mother of all inventions – helped create magic and it continued providing non-stop entertainment to the audiences. Strategically placed WTPs, Film Festivals, Birthday Specials and Mash-ups kept the viewers hooked to the channel. In addition to the ‘Talkies Premier League’, the robust programming created a lot of affinity amongst the audience. With movie festival offerings like ‘Tu Chal Pudha’, the channel showcased films that truly helped motivate the viewers in these trying times. Special shows like – “Indurkar Maharaj Vishesh”, musical mash-up of “Bolava Vitthal, Pahava Vitthal” elevated the festive spirit in the houses of Maharashtra on the auspicious occasion of Ashadi Ekadashi.
Amit Shah, Cluster Head – North, West & Premium Channels, Zee Entertainment Enterprises Ltd. said, “At ZEE, our customer centric focus along with our unwavering commitment to entertain Maharashtra in any situation has been evident in our lockdown programming across the cluster. Zee Talkies has always entertained audiences with differentiated movies showcasing the best of culture and entertainment, and we ensured the viewers’ entertainment needs were undisrupted even during the lockdown making it the most preferred channel of the consumer.”
The channel’s social pages topped the charts with an engagement of 9 Lacs+ on Facebook and 5 Lac+ on Instagram, becoming the most engaged page amongst Hindi and Marathi Movie channels. The “Ashok Saraf Vadhdiwas Special” activity received an overwhelming response. The fans not only wished the celebrity but also saw their birthday wishes displayed on the channel. This became the second most viewed Facebook LIVE video of the year 2020 across Marathi genre social space. The channel also hosted a 6-hour LIVE event on its Facebook page on “Ashadi Ekadashi”. First time ever 10 renowned kirtankars of Maharashtra came on FB LIVE to interact with the digital audiences.
Speaking about the same, Bavesh Janavlekar, Business Head, Zee Talkies said, “Zee Talkies endeavoured to keep the viewers positively entertained by innovating and adapting to the new environment with engaging content and curating new formats. During the lockdown, our robust programming line-up featuring movie premieres, specially curated film festivals and mash-ups resonated highly with our viewers, affirming our strong position in the market. Going forward, we will continue to enhance the content offerings of our valuable viewers with an exciting line-up of movies.”
In months to come, Zee Talkies will continue to surprise the audiences. A special offering – “Sharavan Special” Film Festival, World Television Premieres, “Vadhdiwas Vishesh” Film Festivals and much more is in store.
