ITV

Tag: Amarpreet Singh Saini

  • IN10 Media Network strengthens its leadership team

    IN10 Media Network strengthens its leadership team

    Mumbai: IN10 Media Network has announced the addition of four seasoned industry professionals to its leadership team. With their extensive experience and proven track records in the media and entertainment industry, Amarpreet Singh Saini, Manish Soni, Vinod Rao and Dipti Kalwani, are poised to drive growth and innovation across the network’s platforms.

    On the appointments, IN10 Media Network MD Aditya Pittie said, “These strategic appointments align with our vision to drive excellence in content creation and enhance our content studio library. We are confident that the expertise and leadership of Amarpreet, Manish, Vinod and Dipti will significantly contribute to the growth and success of our channels and platforms.”

    Amarpreet Singh Saini joins as vice president – content & strategy at Filamchi Bhojpuri from ZEEL, where he was chief channel officer for the Bhojpuri cluster (Bhojpuri GEC Zee Ganga and Bhojpuri film channel Zee Biskope). In his new role, he will oversee the viewership growth and brand development of the network’s regional movie channel. Amarpreet stated, “IN10 Media Network is aggressively carving its indelible footprint in the Indian media space, and I am excited to be a part of this growth story. The Bhojpuri category is witnessing dynamic growth in viewership, and Filamchi Bhojpuri has the potential to create a strong success story with a unique identity for itself.”

    Manish Soni has been appointed vice president – content & strategy at Ishara. With over 24 years of experience in the broadcast industry, he was the chief channel officer of Zee Anmol Cinema at ZEEL before joining Ishara. Notably, he played a pivotal role in shaping Zee Anmol from its inception and establishing it as a leader in the FTA genre. At Ishara, he will oversee the channel’s growth and build a content lineup that resonates with Hindi heartland viewers. He commented, “I look forward to curating content that truly connects with our audience. My goal is to create a substantial impact in the genre and elevate the channel’s standing. Waqt ka Ishara hai, apne anmol tajurbe se nayeee responsibility ko sawaarna hai.”

    Vinod Rao joins as vice president – content & strategy at Nazara. With over 20 years of experience in the media and entertainment industry, Vinod has led general entertainment channels at organizations such as Zee Entertainment, SAB TV, and Shemaroo TV. He said, “With a proven history of driving strategic programming and audience engagement, I am excited and eager to contribute to the network’s continued success and growth. Joining IN10 Media Network is a thrilling opportunity to work and learn alongside a talented team.”

    Dipti Kalwani has been appointed senior vice president – TV & AVOD at Juggernaut Productions. With over 20 years of experience in the media industry as a TV producer, content creator, and writer, Dipti will lead content development for Juggernaut Productions across television and handle the additional responsibility of AVOD platforms. She has produced shows like Badho Bahu, Namak Issk Ka, Fanaa – Ishq Mein Marjawan and many others. Expressing her enthusiasm, she said, “I’m thrilled to join the Juggernaut team and be a part of creating something truly special! I’m eager to bring my ideas to life and create clutter-breaking shows and iconic characters that will leave a lasting impact on TV. I’m looking forward to this exciting new chapter!”

    With the addition of these seasoned veterans to the network, the company fortifies its position in the dynamic Indian media landscape, aiming to enhance growth and deliver impeccably curated content to its audience.

  • ZEE Biskope unveils Vishkanya: A riveting addition to Its original content portfolio

    ZEE Biskope unveils Vishkanya: A riveting addition to Its original content portfolio

    Mumbai: Right from its launch, ZEE Biskope has taken the Bhojpuri entertainment market on a rise. The brand has demonstrated its strength in sharply deep diving into consumer insights. With a never-seen-before launch in the category, the channel has served the Bhojpuri entertainment industry with novel and category first initiatives at all fronts – be it curated movie festivals based on topicality, new World TV Premieres, non-fiction chat shows & comedy shows or viewer engagement drives on the marketing front that were received with humungous response from its first to its present. In short, the channel has been the thought leader in showcasing how an otherwise commoditized Bhojiwood can be professionally served with curated and hyperlocal content. Taking this spirit ahead, the channel embarked into a new journey on the content front where it is producing original movies under the banner of “ZEE Biskope Originals”. Given Bhojpuri moves are largely created for single theatre male audience base in metros and mini metros, it leaves a large throng of family viewership devoid of homely entertainment and novelty in their own beloved category. ZBO is a curated attempt to satiate this deep seated need to see cultural stories with novelty of genre and format in one’s own beloved language and thus a wholesome entertainment to be savored by each unit of family in equal enthusiasm. The inaugural original production Preet Ka Saaya launched last year received huge success as it marked 166% slot viewership growth (Wk’20, 2023 basis prev 4 wks) and the third highest slot TSV in the quarter (Q1 FY24).

    Taking this rewarding journey ahead, ZEE Biskope is all set to launch its second ZBO – Vishkanya  on 17 February at 7 pm in Jila Top band. Starring Preeti Shukla, Ritesh Updhyay & Sanyojita Ray, the movie promises to captivate audiences with its enthralling storyline, vibrant characters, stellar performances and unparalleled family entertainment. The storyline revolves around Vishkanya Devika (Preeti) who enters in the union of marriage with the son of her father’s friend Ratan (Ritesh). Unaware of Devika’s reality, Ratan falls in love with her. Devika on the contrary restrained herself from getting any close with him as that would kill him. It is this difference between the newly wed that weaves a tale that is entangled with of high family drama between Vishkanya, her husband and her in-laws. The story takes a jaw-dropping turn when a third person enters their house trying to break their union and harm Ratan. Why did Vishkanya get married to Ratan? What are the consequences of this marriage? Are Vishkanya’s motifs hidden in her past? Who is the third person who tries to harm their union? Will Vishkanya save her husband or eventually kill him? The compelling narrative with rich cultural elements, and stellar performances unfolds with the premiere of ZBO Vishkanya.

    The brand will be taking the movie experience a notch further with an immersive viewer engagement drive – Main Bhi Vishkanya. Viewers are invited to dress up like Vishkanya and make a video expressing their Vishkanya avatar either dancing or singing or acting and send the video to ZEE Biskope’s WhatsApp number. The 3 most creative entries will win the contest. 10 most creative entries (including the 3 winners) will be featured on ZEE Biskope on 17 Feb between 7 – 10 pm during Vishkanya movie telecast.

    Talking about this new offering ZEEL chief cluster officer, East, Samrat Ghosh said, “Since its launch, ZEE Biskope has constructively contributed towards maturing the category further. ZEE Biskope Originals is yet another step. It is not only helping to grow the category but along with that, also helping to further strengthen the film creative ecosystem in the Bhojpuri space. It is an avenue to find and showcase new pool of talents including new set of actors, directors, writers, technicians among others. The captivating stories like Vishkanya are specially designed catering to the entertainment requirement of Bhojpuri film consuming audience on TV. ZEE Biskope Originals has also opened doors for relevant brand integrations for our advertising partners who look for deeper engagements and purposeful associations for their brands.”

    On the commencement of ZEE Biskope Originals, ZEEL chief channel officer, Bhojpuri Cluster, Amarpreet Singh Saini said, “At ZEE Biskope, we are committed to create new landmarks in the Bhojpuri category through innovation and novelty. The success of the first ZBO serves as a testament to the deep appreciation our viewers hold for the captivating content we curated. Staying true to our core brand philosophy of ‘rejoicing Bhojpuriyat to its unabashed best’, the second ZEE Biskope Original movie will super serve the growing preference for family-based programming. The story weaves in regional believes and cultural folklores around supernatural phenomenon, which is bound to connect and enthral the female and family audience to the core. However, this is just the beginning of an enriching journey. We will soon go on floor with the third.” 

  • ZEE Biskope innovates with Ghar Duariya Birthday Lahariya

    ZEE Biskope innovates with Ghar Duariya Birthday Lahariya

    Mumbai: In its inaugural week, ZEE Biskope quickly became the dominant force in the market, elevating the presentation of a movie channel in the Bhojiwood genre like never before. The channel not only set several industry standards but also positioned itself as a pioneering influencer within the category. Through blockbuster premieres, carefully curated movie festivals, and innovative viewer engagement initiatives, ZEE Biskope has established its status as a proven preferred brand. The brand has brought multiple initiatives that the Bhojpuri market has never been exposed to and hence proved to be a thought leader throughout its remarkable journey. As the brand commemorates its fourth anniversary on 21 December, it’s time to thank the viewers for showering their love and blessings on the much-loved family entertainer in Bhojiwood. With much gratitude, ZEE Biskope is all set to continue its promise of delivering category-first initiatives to the Bhojpuri audience. The channel launches Ghar Duariya’s Birthday Lahariya – a campaign that celebrates the outstanding journey of the channel with its ardent viewers. For the first time in the history of Bhojiwood, a brand will reach directly in-person to the viewer’s house along with Bhojiwood’s superstar Arvind Akela Kallu to celebrate the brand’s fourth birthday along with the viewer families. The association of the viewers with the brand goes way notches higher with this initiative where the distance between the reel and the real world diminishes and the viewer becomes a part of the brand family. Read along to know how the brand plans this unique initiative.

    Viewers are invited to watch the prime-time movie on ZEE Biskope between 6 – 9 pm from 10 to 16 December. A question will be flashed during the movie that will have four answer options. Viewers need to give a missed call on 8563856307. Upon call back, they need to choose the right answer options in the IVR. The campaign running for a week will have seven winners who will have the great opportunity to host Arvind Akela Kallu while he celebrates ZEE Biskope’s birthday with the viewer families. The celebration at the viewer’s home will include an array of activities such as games, dance, candid conversations with the family, cake cutting, and an abundance of fun with the entire family. This unique initiative aims to bring the magic of Bhojiwood directly to the homes of ZEE Biskope’s dedicated viewers.

    On the brand’s birthday i.e., 21 December, ZEE Biskope will broadcast a special 30-minute episode between 6:00 pm and 6:30 pm anchored by Arvind Akela Kallu. This show will encapsulate the essence of the celebration that ZEE Biskope had with all the seven viewer families, providing a comprehensive and entertaining overview of the fun, frolic & merriment that the Biskope lovers truly deserved.

    Speaking about this unique initiative, ZEEL chief cluster officer – East Samrat Ghosh said, “ZEE Biskope has undoubtedly been a thought leader for introducing distinctive and groundbreaking marketing initiatives, setting precedents in the Bhojpuri category. Even this time, the brand extends its innovative approach to its birthday campaign. Ghar Duariya’s Birthday Lahariya initiative is a testament to our commitment in creating immersive experiences for our viewers. The campaign’s TV- -Ground – TV route not just gratifies viewers for watching Biskope but even brings Bhojiwood right into their homes and then showcases the celebration with viewer families to the world. Its specially designed to ensure not just the brand but even its associate partners also have a one-on-one bond with the esteemed viewers. Given its unique format where viewers will experience brand up close and personal, it’s expected to drive positive results for us.”

    ZEEL chief channel officer – Bhojpuri Cluster Amarpreet Singh Saini added, “In the Bhojpuri heartland, our viewers are regarded not only as spectators but as integral members of our extended family. As we rejoice four years of Bhojiwood magic by brand Biskope, we continue to live up to our promise of bringing category-first concepts to our viewers. This initiative is an opportunity to foster deeper connections, meaningful association, and preserve enduring memories with our viewers. Through this campaign, we endeavour to showcase the true family-oriented character of Biskope with a personal touch. There could be no better way of saying ‘Thank You’ to our viewers who have so dearly endorsed our remarkable journey.” 

  • ZEE Biskope brings the Biggest Bhojpuri event on Chhath Puja

    ZEE Biskope brings the Biggest Bhojpuri event on Chhath Puja

    Mumbai: Observed six days after Diwali, Chhath Puja, also known as Surya Shashthi, is an ancient Hindu Vedic festival and one of the most popular and celebrated festivals in Bihar, Jharkhand & Uttar Pradesh. Chhath Puja involves the toughest fasts of 36 hours in homage to Surya Dev & Chhathi Maai, offering arghya (prasad) for bestowing the bounties of life on Earth, granting our wishes, blessing the children and providing strength & support to the poor.

    This festival not just adds merriment but even fosters the values of family bonding. Entertainment forms a significant part in amplifying the celebrations as the region floats in the melodies of devotional Chhath Puja songs, dance and performances. Festivals always call for special celebrations and when its Chhath Puja, the merriments have to be magnanimous. As the viewer’s favourite channel, ZEE Biskope has always catered curated and topical content to its ardent viewers through World TV Premieres, movie festivals & viewer engagement initiatives. This festive season wouldn’t be an exception. Under the umbrella theme of Ghar Parivar Chhath Tyohaar (celebrating Chhath Puja with your family), ZEE Biskope brings the biggest Chhath Puja special event Jai Chhathi Maai featuring some of Bhojpuri’s biggest superstars including Dinesh Lal Yadav Nirahua & Amrapali Dubey as the leads along with Pradeep Pandey Chintu.

    Chhath vrat is usually observed by female of the household as a Vratin. However, ZEE Biskope is always a trendsetting and taking a clutter-breaking leap in the concept as Chath is about having a sincere devotional spirit. This time it will be displayed by a unique stand taken by Nirahua to do Chath vrat himself. The event is co-powered by Colgate Strong Teeth & Boroplus Antiseptic Cream, Special Partner Fortune Kachhi Ghani & Maggi 2 min Noodles and Cosmetics Partner Dazzler Eterna. This is supplemented with a slew of other content interventions like a week-long movie festival with biggest blockbusters and an engaging contest with big prizes.

    Jai Chhathi Maai is a musical narration act that symbolises the rich cultural nuances that the region believes in deeply and also epitomizes the pride around its most core and beloved festival which is unique and standalone. After successful past episodes on ZEE Ganga, this popular property will be featured on ZEE Biskope this year on 18 Nov at 7 pm. The brand has roped in Bhojpuri’s biggest superstar duo Dinesh Lal Yadav Nirahua & Amrapali Dubey as the leads for the show along with Bhojiwood’s heartthrob Pradeep Pandey Chintu. This year’s concept is a first time & unique thought that breaks the myth of usually women observing the Chhath Puja vrat. The show sets in where the male protagonist Nirahua decides to observe Chhath Puja rituals himself. Chhath Puja vrat is the toughest vrat amongst all as it needs to be Nirjala (without drinking water) for 36 hours, but there is a compelling reason why Nirahua decided to do it. Although he gets derided by society & family for doing this stand but when everyone comes to know the reason behind it, they all respect his sincerity and devotion. Watch Jai Chhathi Maai to know Nirahua & Amrapali’s journey for this Chhath vrat.

    The event will be star-studded with brilliant performances from Bhojpuri stars like Smriti Sinha, Anara Gupta, Manohar Singh, Mamta Raut, Shruti Rao and others. Its an event that’s unmissable on Chhath Puja!

    Celebrating the Chhath Puja festive mood, the channel brings a topical movie festival <Ghar Parivar Chhath Tyohaar> between 13 – 17 Nov on Prime Time 6 – 9 pm. This will further boost your festive entertainment with a host of family-oriented blockbusters that can be enjoyed together with your loved ones. The viewing experience will be equally gratifying with an engaging contest Chhathi Maai Uphaar Barsayi that will invite viewers to watch the festival movies between 13 – 17 Nov where a celeb’s photo will be featured every hour. Viewers need to give a missed call on 8291829107 and key in the right chronology of artist names as flashed on TV. Daily winners will get smartphones. While those who watch the Jai Chhathi Maai event on 18 Nov and answer correctly will win mega prizes like home theatre system, fully automatic washing machine & 43” Smart TV. Needless to say, it’s a full festive extravaganza on ZEE Biskope this Chhath Puja. The wholesome entertainment package with Jai Chhathi Maai event, movie festival & Chhathi Maai Uphaar Barsayi contest will definitely take the celebrations to a different level and receive maximum love from Bhojpuri viewers.

    Speaking about this festive property, ZEEL chief cluster officer – East Samrat Ghosh said, “Being a hyperlocal & consumer-centric brand, ZEE Biskope is committed to bringing the best of entertainment during the region’s biggest festival Chhath Puja. The clutter-breaking concept of a male observing Chhath vrat is the USP of the show this year and demonstrates ZEE Biskope’s thought leadership in shaping the category. We are delighted to have already onboarded big brands like Colgate, Emami, Nestle, Fortune & Dazzler Eterna. This shows the strength of the property and is an acknowledgement of our commitment to serve authentic & curated content to our viewers.”

    Talking about the event,  ZEE Biskope Chief Channel Officer, Bhojpuri cluster  Amarpreet Singh Saini, said, “We have always paid heed to an enriching family viewing experience. Festivals like Chhath are meant to be enjoyed with family as it fosters love & bonding. This year’s offerings make it a holistic hyper-entertainment package that goes beyond movies. Strong artist lineup, myth breaking concept and engaging performances are designed with a penchant to serve curated content making it more meaningful to our viewers. I wish everyone a Happy Chhath Puja.”

    ZEE Biskope is living upto its promise of Aanthon Pahariya Loota Lahariya through its curated offerings all year round. Its 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 2073), 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. 

  • Zee Biskope curates consumer centric content with innovations

    Zee Biskope curates consumer centric content with innovations

    Mumbai: If you enjoy Bhojpuri content, then Zee Biskope should be your go-to channel to fully immerse yourself in it. Since its inception, Zee Entertainment Enterprises’ first curated Bhojpuri movie channel, Zee Biskope, has been creating content with the aim of addressing the audience with specific needs, aspirations, and psychographic content & projections. The brand has won 104 marketing awards within the first two quarters of financial year 2023, a never-before-seen feat in the category.

    ZEEL’s chief cluster officer (east) Samrat Ghosh & Bhojpuri cluster chief channel officer Amarpreet Singh Saini in an exclusive chat with Indianyelevision.com shared how Zee Biskope takes the help of the audience to curate content and tries to engage with new innovations.

    Consumer centric content 

    Ghosh believes that the channel is consumer-centric and has a very robust research mechanism by which they try to stay in touch with their audience 365 days a year. “At the center, we have always kept the consumer in mind, whether in terms of the content that we create or in terms of the marketing that we do.”

    Speaking about the reality shows, he explained, “We thought about creating a platform wherein we go across the length and breadth of India to find the talent. We select to shape them, and they eventually turn out to be a household name.”

    Saini noted that the channel always tries to do something that has not been done in the category, keeping the audience in mind before being innovative and experimental. “We are here to serve entertainment to the viewers the way they want it. In whichever form they bought it. We didn’t want to do the already done thing.”

    He continued by saying that having a distinct content arm for marketing Zee Biskope was always the plan. “This allowed the audience to experience the brand and its values while also establishing a relationship with the brand, similar to how content does, and it was from there that the entire vertical of engagement initiatives arose.”

    The channel curated the content for worldwide holidays like Valentine’s Day, Mother’s Day, International Camera Day, etc., by taking into account a variety of other relevant days.

    The core philosophy of the channel, whether for content or marketing, has been that it will not do what has been done, but rather something new. However, that new thing will be embedded in the region’s rootedness.

    Bhojpuri fandom 

    The channel is focused on showcasing Bhojpuri movies to the audience and is now also delving into Bhojpuri fandom. “Nobody has explored this space of Bhojpuri fandom; there’s a lot of love for the stars and their movies; when someone is a movie fan, especially a Bhojpuri, it doesn’t stop with watching the film and turning off the TV. There are numerous other emotions. And so much more that you live alongside the movies, which is what the channel will be exploring.”

    It is also coming up with international events like Bhojpuri film awards and taking it to the international diaspora to give a sense of pride to the viewers in the region.

    Speaking of success, Ghosh believes it is not only confined in terms of the weekly gross rating points (GRPs), it goes much beyond that. “With the audiences, you develop a sort of complete branch community by the kind of experience you give them, and your only goal is to gain the greatest possible share of voice in terms of the consumers’ mind space.”

    OTT  emergence 

    Ghosh believes TV and OTT will coexist. He said, “It is not either-or. It is a plus because, at the core, we are creating a robust content offering for the consumer so that content turns out to be relevant and has some relevance in their lives. So we’ll keep creating content that could be on television, an OTT, or a different platform. But at the core, what we try to do as a brand is try to touch the heart of the consumer. The channel’s content is also available on the media giant’s OTT platform  Zee5.”

    Saini added that the big distinction between TV and the other platforms in India is that TV is still a collective medium. “The whole family watches TV. India still has a higher prevalence of single-TV households, which brings the family closer. Everyone watches in the living room. When watching TV content, people search for a particular ethos or set of nuances because it must satisfy all family members without causing discord and instead strengthen the sense of community that already exists in the home, as opposed to other platforms, which cater to more individualised consumption.

    “The fact that people watch TV on their mobile devices is widely known, but TV remains distinctive in that it produces content that is more, how do you phrase this, collective consumption content, and that content has a power of its own. And it continues to be the most potent force you now have, at least in this nation,” he expressed.

    Zee Biskope engages with users by focusing on user-generated content with shows like Kamariya Kare Hip Hopand Talent Camera Action. “We have seen a hunger among the people in the region to become stars, to be celebrated, and to be known; they have the talent, but they lack the means, so we have harnessed the entire power of UGC in these initiatives,” he noted.

    Challenges 

    While talking about challenges, Ghosh pointed out that the Bhojpuri television and film industry is scattered and needs to have a hub for more content . “The entire television & film industry is locally based; if we create a Bhojpuri media hub, more professional players will attend the market, allowing the category to grow as a whole.” And, most likely, it will result in a more robust ecosystem that will be locally based outside of the region, providing job opportunities to local technicians as well.”

    Zee Biskope is soon coming up with Bhojpuri originals to make it a movie channel. Speaking on this development, Saini said that the consumer has the capacity to grow more, but this growth will be slow and somebody will have to take the leadership position of experimenting, inviting that challenge. “There will obviously be a failure rate, because every new experiment will not work the first time. Some would require fine tuning, while others would necessitate some level of investment to get people used to a new kind of entertainment, like we are attempting to make it a movie, plus people are so used to seeing only movies on a movie channel. In the initial attempt, we are attempting to bring original shows based on Bhojpuri fandom as another vertical, as well as homegrown movies as a different vertical, ” he concluded.

  • Zee Biskope bats for growth with new verticals, innovations

    Zee Biskope bats for growth with new verticals, innovations

    Mumbai: Zee Entertainment Enterprises Ltd’s (Zeel) Bhojpuri film channel Zee Biskope, which launched back in December 2019, has made strides in the genre. Zeel chief channel officer Bhojpuri cluster Amarpreet Singh Saini is happy with the leadership position, but he is also aware that there is a lot of growth potential. 

    The broadcaster has a slew of plans including new verticals like IPs, and original content, which is allowing it to be a film+ channel. It is also entering new genres like dubbed Hollywood films. For Saini, this is all the more important since TV consumption has grown exponentially due to Covid-19. One result of this he explains is that the noon band has become as important as primetime. The Bhojpuri market he notes is more nascent than other markets.

    “Zee Biskope opened in the leadership position and continues to remain so in the category. In terms of content and marketing initiatives, it has moved much further than where it had started from,” he tells IndianTelevision.com. “We have curated it to be a film channel we had envisaged it to be a film+ channel. Today that is the situation. It has its regular run of movies and world television premieres. At the same time, it is bringing in three new verticals- events related to new IPs, original Bhojpuri films that we will produce in-house, and original nonfiction series that will be based on Bhojpuri film mania. We will also explore content beyond just films.” 

    In terms of engagement initiatives and connecting the viewers out there, the plan is to get into thematic and emotional IPs like “Maai Ke Naam” which will see the channel pay tribute to mothers. There are also on-ground initiatives and thematic initiatives like ‘Love Dangal’ which is based on the core theme of a film.

    “Engagement initiatives have broadened from what they used to be,” Saini explains, adding that, “Zee Biskope is far more innovative and is a film+ offering today.”

    On the IP front, one of the plans is to have international film awards show that will celebrate Bhojpuri cinema. 

    “Also under discussion is a music awards IP. Bhojpuri music and Bhojpuri music fandom are very big. On the original content front, we are looking at weekend non-fiction. Original content is not yet fully explored in the Bhojpuri category. People on the weekend prefer entertainment that is different from what they watch on weekdays. On weekends families are together and they seek content that brings everyone together around a common thought or a common liking. We will target weekend primetime. Our strategy will center around exploring various aspects of Bhojpuri filmdom. There will be a game format that will explore Bhojpuri film mania, trivia and celeb interactions. There will be talent-based shows that will explore talent that is about Bhojpuri singing, dancing etc. In addition, there will be topical series which will be about exploring Bhojpuri festivities but blended with film love or film mania that the audience has,” Saini shares.

    On the scheduling of film, he notes that besides weekday primetime and weekend primetime where world television premieres air he mentions the growing importance of noon which is as important today as primetime due to Covid. “Post the pandemic there has been a significant change in viewership patterns. Noon viewership is significantly high. That is the family gathering at lunchtime. Many people still work from home. Schools are closed. Lots of family viewership happens and this is a key focus area for us. During the pandemic, it became also the equivalent of primetime. We saw that television saturation was happening as people consumed a lot of television during Covid. So, Zee Biskope introduced new bands. We introduced more premieres like one on Fridays. We did family festivals, and topical festivals to cater to the overconsuming audience trend. Post the pandemic the viewership has not changed much because post lockdown things have yet to come back to total normalcy. A lot of home viewership still happens. The work environment of viewers is flexible,” Saini states. 

    He further avers that the film acquisition front has been solid. “From the beginning, we were clear that Zee Biskope would be a very curated movie channel rather than a very commoditised one. Our acquisition process is based on a very rigorous evaluation process on the kind of titles, the year the film was released, the kind of celebrities involved and the kind of viewership that the celebrity attracts. We have the biggest titles in Bhojpuri cinema. Along with that, we have introduced new genres like Hollywood films dubbed in Bhojpuri. They have done well. We have also introduced a nostalgia golden era band called Biskope Talkies where we bring in yesteryear movies that are classic and which are enjoyed by people because they are evergreen films. They have also done well. Our acquisitions fall into different buckets and each bucket is selectively curated.” 

    Acquisition costs, he says, depend on the star cast and how recent the film is. “Since Zee Biskope is a strong player we are able to optimise our costs.”

    The main viewership of Zee Biskope comes from Bihar and Jharkhand. “East Uttar Pradesh is the main consumption hub. We also get good consumption in Mumbai and Delhi due to the migrant workforce. Punjab, and Rajasthan also get viewership. The migrants want entertainment in their own culture.”

    On the ad front he notes that while some brands took a backseat during the lockdown new brands like ed-tech, health and hygiene stepped up to the plate. This kind of balanced things out. Brands he explains also realised the importance of staying in the consumer’s mindspace. 

    Brand advertising in Bhojpuri saw a similar trend in adex as in other markets. Now he says there has been a full revival and in fact, there is a rush to make up for the lost time. FMCG, auto, health and hygiene, ed-tech are among the key advertiser categories. “Now that the markets have opened brands would want to be visible now. Perhaps their approach will be different,” Saini concludes. 

  • Creativity is major factor behind the popularity of ‘Memsaab No 1’: Makers

    Creativity is major factor behind the popularity of ‘Memsaab No 1’: Makers

    Mumbai: Bhojpuri GEC Zee Ganga’s non-scripted reality show “Memsaab No 1” recently garnered a lot of attention from the audience owing to its unique concept and novel presentation. The latest season of the show is steadily growing in its viewership and has received a thundering welcome from the audience since its launch on 17 January. A marquee property of the regional channel, the tenth season of “Memsaab No 1” has successfully engaged audiences and increased viewership on a week-on-week basis.

    After nine successful seasons, the channel revamped the show for its latest turn. With this strategic move, Zee Ganga has tried to break the monotony and come up with exclusive content to capture the audience’s attention. 

    Speaking about the show’s brand new concept, Zee Entertainment Enterprises Ltd’s (Zeel) chief channel officer for Bhojpuri cluster Amarpreet Singh Saini says the latest season of the show is a giant creative leap in both formatting as well as in content delivery. “Zee Ganga is for a renewed Bhojpuri mindset seeking a high degree of novelty and creativity in its originals,” he remarks.

    On the format of the show

    Saini explains that the show’s new format focuses on three critical parameters of evaluation. This includes areas like personal identity, family identity, and social identity that make a woman complete. The tenth season of “Memsaab No 1” is launched with a creative concept of ‘Chalni Ke Chalal Babuni,’ which is a hunt for showcasing ‘Sarvagunn Sampann’ character of a woman in the current scenario.

    The core format of the show displays interpersonal dynamics, conflicts, relationships, and power plays. The participants are judged at various levels and different types of tasks are given to them, which facilitate deciding on their talents and capabilities. In the process of performing the tasks, the participants are groomed in a manner, which makes them an ideal candidate for winning the title of ‘Memsaab No 1.’ Undoubtedly, the show is providing an intense engagement and portrays the real personality of the participants.

    “This exciting hunt for Sarv Gunn Sampann Babuni, spanned across 13 weeks where the contestants are tested over three stages filled with terrific tasks,” Saini further says. “This true test of their all-round development sees their identity skills (Shubh Mangal Saavdhan, Tip Top Babuni, Rasoi Ki Rani), family identity skills (Aamdani Athani Kharcha Rupaiya, Neg Jog Ke Lekha, Saas Bahu Ke Sangam, Suno Sasoor Ji ) and lastly, the third and final stage – social identity skill (Maai Ka Anchara, Jaagruk Babuni) which makes todays’ woman a complete woman.”

    Catering to the younger audience

    Filmlion Production India’s director and producer Harsha Khanna says Zee Ganga desired to have a major twist in the tail in the latest season of “Memsaab No 1.” The channel wanted to experiment with the format of the show and approached her to plan for a complete makeover. From a simple studio-based set-up focusing on dance and quizzes, the programme has been turned into a hardcore reality show where 16 unmarried girls started showcasing their talent on Bhojpuri television.

    Khanna points out that from Monday to Wednesday, the reality episodes are telecasted and on Thursday, there is the gala round where the contestants get eliminated based on their score. The participants having the lowest scores get evicted.

    She says that the channel is trying to attract a younger audience by bringing reformation and innovation to the show. The viewership is expected to grow in the future as the show is based on ‘sanskar’ and typically focuses on Indian cultural values. 

    “We are looking at a decent rise of 20-25 per cent in the viewership,” Khanna points out.

    It is observed that the channel is witnessing significant growth in viewership during primetime between 6-7 p.m. Referring to the recent data by the Broadcast Audience Research Council (Barc) India, Saini also mentions that “Memsaab No 1” is currently achieving growth on a week-on-week basis. “It’s this complete viewer-centric novel presentation that has led to ‘Memsaab No 1’ achieving a staggering opening of 74 per cent slot jump with 88 per cent reach in growth and 15 per cent jump in time spent over pre four weeks, and on week-on-week, it has witnessed 85 per cent viewership growth in its second week and 112 per cent growth in its third week and more than millions of viewers are watching the show every week which is giving a thumping verdict of viewer engagement to the new format,” he says.

    Saini asserts that the new format of “Memsaab No 1” has received support from advertisers. The segments like personal care, home hygiene, beverages (mostly tea brands) and chocolates are the top categories that are contributing maximum to the top line, and Ultratech cement, Adani fortune and Eyetex Dazller are on-boarded as sponsors of “Memsaab No 1.” “Over the years Bhojpuri category has seen a significant increase in presence of established national brands along with regional ones,” Saini tells.

    Season 10 of “Memsaab No 1” was premiered on Zee Ganga on 17 January and has 65 episodes, which include both semi finale and finale. It is on air from Monday to Friday and is hosted by the Bhojpuri actor Pradeep Pandey (Chintu). 

    The show has a prominent presence of celebrities like Rinku Ghosh, Pakhi Hegde, ChamkiBhauji (Rekha Singh), Kajal Raghwani, Rani Chaterjee, Nissar Khan, and Puspa Verma in various capacities like judge, co-host, inspires, and promoters.

  • ZEE Biskope serves weekend entertainment with TV premiere of Kayamat

    ZEE Biskope serves weekend entertainment with TV premiere of Kayamat

    Mumbai: Bhojpuri channel ZEE Biskope is all set to bring fresh content for its viewers this weekend with a special line-up including the world TV premier of blockbuster movie Kayamat.

    The movie featuring Namit Tiwari and Poonam Dubey will be telecasted this Sunday at 6 PM in Jila Top band. The story revolves around the life of Ajay (Namit), an honest and brave police officer, who risks his life to serve in the line of duty and justice. Ajay goes through a host of challenges in his quest to unravel the truth and provide justice to a couple in a murder case.

    Apart from the world premiere, the channel also plans to bring Hollywood movies dubbed in Hindi, as part of a new content band ‘Hollywood Garda’ on Sundays at 12 noon. It will broadcast the 2018 American live-action animated horror comedy film Goosebumps 2: Haunted Halloween on 23 May. Making the day all the more engaging, it will also telecast the winning entries of its Mother’s Day campaign ‘Tu Chinta Mat Kar Maai’ throughout the day. There will be some heartfelt messages of viewers giving an assurance to their mothers on how they took care of themselves during the pandemic.

    Zee Biskope & Big Ganga, business head, Amarpreet Singh Saini said, “At ZEE Biskope our core objective now is to meet the content upswing while people are homebound. Being with family would mean increased need for family entertainment. The channel has already seen an upsurge in its weekday and weekend viewership. Hence, we plan to cater to the loyal audience base with more variety and offer them a rich family viewing experience aimed at providing an emotional cushion during a difficult reality.”

    Along with headlining a host of category first initiatives, ZEE Biskope has brought novelty to the category and continues to break new ground in the industry as the ultimate Bhojpuri entertainer. Zee Biskope 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.

  • Zee Biskope world television premiere of Babli Ke Baraat

    Zee Biskope world television premiere of Babli Ke Baraat

    MUMBAI: Since its inception, Zee Biskope has raised the bar of entertainment by serving its audiences’ power-packed content all year round. The channel has been delivering campaigns that resonate deeply with the region and also stays ahead in the game when it comes to hosting blockbuster movie premiers. Welcoming the onset of spring and expanding its library, Zee Biskope now brings the world television premiere of Babli Ke Baraat on 18 April at 6:00 PM in its Jila Top movie band.

    The movie features Shubham Tiwari, Preeti Shukla and Jitendra Yadav in lead roles with a triangular love story that encompasses some hilarious moments filled with confusion and tongue & cheek banter, making it the ultimate family entertainer. Preeti Shukla became a household name after working in web-series, daily soaps and movies in south industry. Babli Ke Baraat marked her debut as a blockbuster in Bhojiwood. Exhibiting grandeur, the film has been shot at enchanting locations in Ranchi, Jharkhand. The movie brings a perfect end to the weekend where families can hop onto this fun ride and enjoy the movie together.

    ZeeL cluster head east Samrat Ghosh said, “Zee Biskope has successfully established itself as a one stop destination for all cinephiles where they can get movies of their favourite superstars across genres. With the world television premiere of Babli Ke Baraat, we aim to bring families together and create an opportunity for brands to target family audiences.”  

    Zee Biskope & Big Ganga  business head Amarpreet Singh Saini said, “The movie Babli Ke Baraat is a blockbuster which made headlines for all the right reasons owing to its highly entertaining storyline.Living up to our promise of Aanthon Pahariya Loota Lahariya, we elevate weekend entertainment extending an opportunity to families to spend quality time on a Sunday evening before the hustle-bustle of the new week starts. Considering an actor like Preeti Shukla who has proven her versatility across industries including Bhojiwood, it further ensures the movie will take the audience for an entertainment joyride.”

  • This Holi, Zee Biskope celebrates with entertainment of all hues

    This Holi, Zee Biskope celebrates with entertainment of all hues

    MUMBAI: Zee Biskope is all set to raise the bar this Holi, also celebrated as Faguaa across the regions of Bihar, Jharkhand and Purvanchal, with entertainment of all hues and colours. Right from the morning band till evening prime time, Holi celebrations will carry on all week and culminate with the world television premiere of Shubh Vivah on 28 March at 6 pm.

    The merriment will begin in the morning with a devotional Holi special song property Awadh Me Udele Gulal, followed by a fun-entertainment led Holi special Fagua Beats – Jogi Ra Sa Ra RaRa that will rev up your mood through groovy Holi songs. Starting 23 March till 26 March, the channel will also telecast Holi special episodes of its comedy show Hasi Ke Rail Chhut Na Jaye at 9 pm.

    Adding to this special offering, Zee Biskope brings ‘Hasi Thitoli – Happy Holi’ – a week filled with fun and entertaining movies that depict the key elements of the festival like colour, joy, comedy and some light-hearted banter between friends. The week of Holi will start on 22 March with the film Nirahua Hindustani 3, that features Nirahua aka Dinesh Lal Yadav and Amrapali Dubey. It will be followed by Dabang Sarkar, featuring Khesari Lal Yadav and Aakanksha Awasthi in prominent roles, on 23 March. Featuring Amrapali Dubey and Manoj Tiger in the lead roles, Lagal Raha Batasha will be the next offering in the pipeline to be telecast on 24 March. Up next, 25 March  will be dedicated to the movie Nirahua Satal Rahe which stars superhit jodi of Nirahua and Amrapali Dubey. Audience will be delighted with Dulhin Ganga Paar Ke, a Khesari Lal Yadav and Kajal Raghwani starrer, on 26 March and Ghoonghat Mein Ghotala, starring Pravesh Lal Yadav, Mani Bhattacharya, and Richa Dixit, on 27 March. Making for a very eventful evening with the family, each of these movies will be telecasted on prime time at 6 om time-band.

    The highlight of this week-long grand Holi celebration will be the world television premiere of the ShubhVivah starring Pramod Premi and Chandni Singh. A special appearance by Amrapali Dubey and Anjana Singh in the feature film will further elevate the entertainment quotient. With a strong story line, the movie is filled with some fun moments, interesting dialogues, action, drama and some energetic dance numbers that is sure to make viewers tap their feet.

    ZeeL cluster head east Samrat Ghosh said, “The magnanimity that this festival holds amongst people in the region who celebrates it amidst much pomp and gusto is astonishing. We have always strived to be a people’s brand and establish an affinity with the brand. Our Faguaa offering will not only expand our reach but also present a wide array of properties for advertisers to choose from and connect with our audience during festivities.”

    Zee Biskope & Big Ganga business head Amarpreet Singh Saini said, “As a brand, we keep our audience at its core and curate a host of innovative and festive offerings keeping their topical preferences in mind. As the region sets in the mood of Faguaa, our brand will rejoice their merriment with a host of colourful movies, a WTP and a two hour special comedy show. We hope this specially curated entertainment dose will multiply the celebration for our viewers and elevate the family viewing experience.”