As ZEE Biskope completes a year, it rejoices an exciting and exhilarating journey to success. The brand demonstrated strength in the Bhojpuri market by sharply deep diving into consumer centricity and offering curated content in an otherwise commoditized market. ZEE Biskope was the first channel in the category to open up at No.1 position in the launch week itself. Since then it has maintained its dominant leadership position. Though the market has gone through ups and downs firstly due to pandemic and then due to comeback of FTA Hindi channels on Free Dish, yet the brand has lead strong viewership on the back of content and engagement innovations and initiatives. Ringing in the jubilation of its first Birthday Lahariyaon a grand scale, the channel will also entertain its ardent fans with a specially curated movie line-up and a Bhojpuri DJ night on December 21. These two offerings are yet another attempt by the channel to live its promise of leaving no stones unturned in serving non-stop Bhojpuri entertainment all year round.
Bringing in a hyperbolic dose of entertainment on its birthday, the channel will showcase a specially curated movie line-upRishto Ka Safar featuring 4 blockbuster movies throughout the day. The morning band at 9 am will showcase Jaan Lebu Ka Ho featuring Pawan Singh & Monalisa followed by comedy king Manoj Tiger & Amrapali Dubey’s recent superhit Lagal Raha Batasha at 12 noon. The entertainment ride will continue with Parvarishfeaturing Yash Kumar, Amrapali Dubey &Ritesh Pandey at 3 pm and popular couple Nirahua& Amrapali Dubey’s blockbuster Nirahua Hindustani 3 in the prime time at 6 pm. Just when you think that’s the end for the day, the rollercoaster of authentic Bhojpuri entertainment will take a never seen before turn. ZEE Biskope will host a Birthday Party with a 30-minute Bhojpuri DJ Night featuring DJ Vee at 9 pm that will make viewers groove with peppy Bhojpuri dance mixes mashed up with movie song visuals. While the DJ Night will get over on TV, it will continue on ZEE Biskope’s Facebook& Instagram pages between 9:30 – 10:30 pm.
ZEE Biskope is borne out of consumer centricity. Through detailed study of the market and the consumer within, the channel identified a clear gap for a curated movie channel that takes movie affinity to another level. The brand was consciously built on offering curation, innovation and differentiation. Thus the channel introduced movie bands curated as per the need states during various dayparts/ seasons/ topical periods. ZEE Biskope also brought marketing initiatives like brand campaign with 3 biggest stars of Bhojiwood together for the first time/ first time biggest screening of Bhojpuri blockbuster movie in Patna/ first time Bhojpuri digital mascots as brand extensions/ first time a channel with a brand song, which was further supported with continuous endeavour towards viewers participation and connect with the channel. The entire consumer centric package has led to its stupendous success.
Zee Biskope has built engagement as a conscious pillar to enable viewers have an active participation in the brand offerings and explore their movie affinity beyond viewership. The channel intends to provide avenues to the Bhojpuri movie lovers to express, explore and celebrate their love for movies through ZEE Biskope’sinitiatives.
Samrat Ghosh, Cluster Head East, ZEE Entertainment Enterprises Ltd. said“At ZEE Biskope, we believe in being native to the region we cater to with a firm conviction that Bhojpuri deserves the stature that is due to it. The channel was launched with a vision to offer a curated brand in an otherwise commoditized market. ZEEL stands as a dominant player in the market with lion’s share on the pedestal of deep diving into consumer centricity. Bhojpuri category is witnessing the entry of many new players in both movie & GEC. This is a positive sign for the category as it will expand against other languages in the region. There will be more channels and hence more new offerings. ZEE Biskope’s vision ahead will be to remain very consumer-focused and a differentiator. Our idea is that in the Bhojpuri market, there is still a huge gap as to what you can curate for the viewers. We will address that by remaining consumer-centric and offering curated movies, bands, and viewer engagement drives.”
On the occasion, Amarpreet Singh Saini – Business Head, ZEE Biskope & BIG Ganga, ZEELsaid, “We will continue to deepen our approach of being curated and differentiated. ZEE Biskope will be bringing forth hitherto unexplored genres in Bhojpuri movie category as a further differentiator, curated original shows around movie love as extended offering, fresh line up of premieres based around new viewership sensibility post pandemic and novel engagement initiatives for viewers to further come closer to their beloved brand. We will continue to surprise, excite and engage our beloved Bhojpuri audience.”
ZEE Biskope’s journey in the last one year has been a narrative of category firsts. Right from the organizing the biggest ever Bhojpuri movie screening in Bihar to the topically curated movie festivals and the innovative viewer engagement drives, the channel has brought novelty to the category. The channel is motivated to carry on the legacy of novelty and curation as a way forward for the brand to remain as the Ultimate Bhojpuri Entertainer.
Touted as the go-to destination for Bhojpuri movies; Zee Biskope offers a slew of robust content spread across an array of genres highly popular amongst Bhojpuri audience, such as romance, drama, action and comedy. The channel is available on Airtel (channel no 663), Tata Sky (channel no 1120), DEN Bihar(channel no 840), DEN Jharkhand (channel no 839), DD Free Dish (channel no 31), d2h (channel no 859), Dish TV (channel no 1555), Siti Cable (channel no 214) and Darsh Digital (channel no 189). It’ll soon be available on all other major cable platforms.
