MUMBAI: Marching into the month of Holi, known as Faguaa in the Purvanchal region, sees one eagerly await one of the biggest festivals in the country. With the aim to add colour in the lives of its viewers, Big Ganga is once again all set to bring a vibrant Holi special line-up with Faguaa 2021.The celebration of Faguaa will be weaved around a specific theme to make it more engaging and entertaining. Regaling its audience wholeheartedly, the two-hour musical show, clubbed with storytelling, will see the biggest names of the Bhojpuri industry coming together for this year’s celebration.
Big Ganga’s Faguaa is one of the marquee festive properties on the channel and taking the legacy forward, the gala celebrations this year will feature two hours of rib-tickling moments, singing and dance performances. Over the past three years, the Faguaa slot has always performed more than double in the Bhojpuri category and its own platform with the average performance ratings of Faguaa being more than 0.75 TVR (Nccs 2+, BH, U+R).
The celebrations in the past have witnessed the biggest celebrity associations across the industry with stars like Mika Singh, Pawan Singh, Khesari Lal Yadav, Ravi Kishan, Manoj Tiwari among others mesmerising audiences with their performances. In what is a fitting testament to the event’s popularity, the previous edition of Faguaa witnessed more than a thousand live spectators during this single-day event.
Zee Biskope and Big Ganga business head Amarpreet Singh Saini said, “Faguaa is one of the biggest celebrations in the region and we, at Big Ganga, with our property, have created a legacy which has left behind its mark on the hearts and minds of our ardent fans. This year is going to be even more special as our offering, which is based on a specific theme, will see audiences revel in the Bhojpuri celebrations.”
Big Ganga is known for entertaining the audience with its unique content all around the year while adding value in their lives through family-oriented offerings, festive events and shows like Jai Chhathi Mai, MemSaab no 1 etc. With more and more in the bucket to offer, the channel is redefining entertainment and original content for its regional audience through recently launched family game show Muraitha Maidaan and a few other upcoming offerings.
MUMBAI: Giving its ardent and movie-crazy fans across the region not one but two reasons to celebrate, Zee Biskope brings the feeling of joy and jubilation to every doorstep on the occasion of the birthday of one of the biggest superstars of the region, Khesari Lal Yadav. An actor and singer above par, Khesari has bagged several accolades across film award platforms. He also made his appearance beyond Bhojiwood in popular reality shows at a national level.
The superstar initiated his journey with Zee Biskope as one of the channel’s launch brand ambassadors post which the brand has celebrated Bhojiwood’s most romantic idol through various initiatives including showcasing some of his biggest blockbusters. On Khesari Lal Yadav’s birthday this year, Zee Biskope is all set to mesmerise viewers with a special world television premiere of his blockbuster Khoon Bhari Humaar Maang on 15 March at 6 PM. With Khesari holding a special place in the heart of audiences, the movie will treat his ardent fans to one of his career’s best performances on his big day.
The movie stars Khesari along with a power-packed women brigade featuring leading actresses like Smriti Sinha, Pakkhi Hegde, Monalisa, Anjana Singh and Subhi Sharma in prominent roles. This beautiful story showcases how three friends find strength in each other and decide to take a stand for their rights. Khesari dons the pivotal role of the person who helps the women brigade in their fight against all wrongdoings.
The fun doesn’t end there – two more blockbusters starring the superstar will air in the afternoon bands. Deewanapan featuring Khesari and Kajal Raghwani will be telecast at noon, followed by Sajan Chale Sasural 2 featuring Khesari, Akshara Singh and Smriti Sinha at 3 pm.
ZeeL cluster head east Samrat Ghosh said, “Our viewers are our big extended family and we take immense pride in being a consumer centric brand that brings them hyperlocal entertainment that is close to their hearts. High viewership WTPs especially with a starcast like Khesari Lal Yadav, serve as a great opportunity for brands as well as our viewers.”
Zee Biskope & Big Ganga business head Amarpreet Singh Saini said, “Khesari Lal Yadav being a superstar in the region has been ruling the audience's hearts for years. Presenting one of his best performances, a cult film for cinephiles, on his birthday is the grandest way to celebrate his big day. It’s a film that will not just entertain the viewers but will also give them a sense of celebrating their superstar’s birthday.”
MUMBAI: The New Year brings with it an abundance of festivities, love and hope. Adding to the celebration is Makar Sankranti, the festival which celebrates the season of harvest and love with utmost enthusiasm. Holding immense significance to those from the Bhojpuri heartland, the festival depicts togetherness and love which is seen in prominence in many Bhojiwood movies.
Leaving no stone unturned to entertain its passionate viewers, Zee Biskope is kickstarting the new year on a high note by presenting them a festive movie marathon titled, Pyaar Ke Patang. Each of these movies, with romance as its core theme, shall make the viewers fly high, like a kite amongst the clouds as they enjoy the emotions that the strings of love bring with it. This week-long movie festival, with every film being telecast at 6 pm, shall invite viewers to indulge in the warm romance blossoming between two hearts. The film festival will start from 11 January and will culminate with the exclusive Zee Biskope premiere of Main Sehra Baandh ke Aayunga.
The fete begins with the romantic blockbuster Mohabbat featuring Chintu Pandey and Kajal Yadav on 11 January. Next in line will be Nirahua Chalal London on 12 January, starring Nirahua and Amrapali Dubey followed by Mehendi Laga Ke Rakhna featuring the superhit jodi –
Khesari Lal Yadav and Kajal Raghwani – on 13 January. Laagal Raha Bathasha starring Manoj Tiger and Amrapali Dubey will make its way to the small screen on 14 January. Wrapping up the film festival on a high note, the channel will premiere Main Sehra Baandh ke Aayunga, which stars superstar Khesari Lal Yadav and Kajal Raghwani, on 15 January for the very first time on the channel.
ZeeL cluster head east Samrat Ghosh said, “As we welcome 2021, we continue to take the onus of entertaining our audience with specially curated programming that resonates topicality and the mood of the region. Our viewer’s belief in us as their one-stop source of unlimited Bhojpuri entertainment continues to motivate us to push boundaries and keep serving hyperlocal content. The coming year will be even more enthralling with lots of pleasant surprises for our avid viewers.”
Zee Biskope & Big Ganga business head Amarpreet Singh Saini said, “Zee Biskope has always kept its viewers at the core. We are excited to roll out the first festival of the year themed around youthful romance that will appeal especially to our younger audience. The new year will bring in new hopes with revamped energies, setting in the celebratory mood through the lens of hyperbolic Bhojpuri entertainment. The brand will accentuate family viewing experience for viewers to rejoice festivities together.”
Along with spearheading various category first initiatives, Zee Biskope has brought novelty to the category. The channel is motivated to build on this momentum and carry on this legacy as a way forward for the brand to remain as the ultimate Bhojpuri entertainer.
MUMBAI: Zee Biskope from Zee Entertainment Enterprises Ltd (ZeeL) has managed to win the hearts of the audiences since its launch in 2019. As a new player in the Bhojpuri movies space that is already crowded (comprising Big Ganga, Enterr10 Rangeela, Bhojpuri Cinema, Humar TV, B4U Bhojpuri, and Oscars Movie Bhojpuri), the channel has attained the third spot on the pay platform in (U+R) market and carved a niche for itself.
Moreover, Zee Biskope has been a gamechanger in differentiation by continually curating viewer experience beyond just movies. Along with a stellar launch campaign, the brand has presented many initiatives including blockbuster premieres, curated movie festivals, and novel audience engagement drives throughout the year.
Extending the legacy of novelty to the celebration of its first anniversary, the channel is looking to expand its reach by creating its own content and shows. In conversation with indiantelevision.com’s Shikha Singh, Zeel Zee Biskope and Big Ganga business head Amarpreet Singh Saini and Zee Biskope lead brand management Jit Sengupta spoke at length about the channel’s vision going forward, content strategy, marketing, promotions, and much more.
Edited excerpts:
On the 2020 report card
We started with the belief that the movie market in Bihar is very commoditised and the time is ripe for presenting something that is well-curated and born out of consumer insights. Hence we attempted Zee Biskope. All the strategies on content or its projection or its extension that we envisaged, achieved success. In the Bhojpuri category, it was the first channel in the number one position. Initiatives like the first Bhojpuri screening almost got a gate crash audience. Digital mascots Bhaiyaji and Gamchaji – a first in the Bhojpuri category – got a huge response as well as in viewership increment of more than 10 per cent on an average. Also, we curate content specifically for the bands we have targeted. We stood corrected on the belief that audiences are ready to be super served so the brands will have to pull up their socks.
The Pandemic was a setback for the TV industry but the silver lining was that the news and movies genre flourished because of the lack of content on GECs. Non-prime time became bigger than prime time, there was a lot of family viewership that was happening. We repurposed our content, re-engineered our FPC, launched extended weekend bands, we did more premieres than usual. We knew the appetite was higher, and we gained the leadership position.
Now, closer to the anniversary date, the category is seeing a bit of a challenge with the comeback of Hindi channels on the Free Dish platform. There is a demand to go beyond showcasing a movie for greater viewer engagement. We are still holding the market share of 23 per cent in this category.
The movie festivals registered growth on an average of 25 to 30 per cent GRP in the category. In primetime, both on weekdays and weekends, we are the leaders. Even the engagement activities that we have done got an average of 10 to 20 per cent reach increment on the platform.
On distribution
It is content or movie acquisition from the vendor or movie producers, however, the added filter we apply into that is consumer insights on what kind of content or genres people are more amenable to. Post pandemic, theatrical releases have died down so we’re looking into the trend of TV-first or satellite, as well as direct movie releases. Apart from that, there are a lot of in-house movie productions which are happening. Currently, it is sourced from external vendors but in future we will create our own movies and build on that model.
On increasing recall
Going forward, content initiatives will remain the same but engagement activities will be the primary driver because their success has shown that the brand is more than a viewership-driven brand, it is becoming a part of viewers’ lives. If only one activity would have given such a high number of participation we would have been apprehensive but activity after activity like Camera day, Dance Day, and Emoji Day has seen participation numbers increasing. It indicates that audiences are looking at more action from the channel which helps them to participate on the channel. They will remain our key focus to increase brand awareness. The star initiatives will be supported by network promotions.
On viewership trends in the Bhojpuri category this year
Earlier there used to be skewed bands or individual bands like females, kids, but those skews are more diluted in the non-prime time because every member of the family is at home. Apart from this, viewing hours or viewing consumption has increased, maybe because of the boredom in being homebound, and TV entertainment is the only window to break that.
We are capitalising on that by putting more movies on active bands by doing more premieres, film festivals which are tied around consumers present in that band and topicality. For instance, if morning and afternoon have become family viewership bands then we have film festivals celebrating the family day, Saawan season, Teej, romance, and other festivities. During special occasions like New Year or Christmas, we bring events on-board. Very soon we will add original shows to the platform because we always considered Zee Biskope as a movie plus channel. Currently, we have started pre-production work for an untitled show which will be launched in January.
On advertisers’ response to the channel
Advertiser and market response has been very strong since the beginning. From the beginning, we came in with a very robust package, we even came up with a brand song. We got celebrities from the region for the first time, then we did a lot of consumer seed activities so that saw a lot of promise and confidence amongst advertisers and got campaign partners. Since then, there have been brands which have been consistent with us and we have curated marketing activities around their brand promise. During the pandemic, there had been a slowdown but now the market is opening up and advertisers are coming back. We have got a very robust ROI and our business objectives are met already, and we are looking at closing the financial year close to the target that we have kept for our businesses.
Recently, we celebrated Litti Chokha Diwas, so Adani Fortune Oil came on board for that and we curated content for them. Nestle is our constant partner and we have done integrations for them.
During the launch we had Lux and Nihar as channel partners and thereon we had Airtel, Parle and Adani Fortune Mustard Oil. Largely, the participation is driven by FMCG brands, a lot of other categories that are seeing the upsurge are edtech, health and sanitisation brands.
On the impact of consumer-centric campaigns
The biggest campaign we did was during our launch, in terms of viewership we achieved more than we targeted for the opening numbers. Each festival registered a 30 per cent jump in viewership. We started with the biggest screening in Bihar. The launch campaign did make an impact. Our internal track of the awareness level during the launch phase and the intention to engage levels showed more than 90 per cent of positive response.
On their marketing mix
Traditional media still plays a vital role, however, we have been very consistent with radio or audio mediums. We have also used play tunes platforms to reach out to audiences, though TV remains the primary platform followed by digital. We have tried print, it also works but after the pandemic, the situation changed a bit. Since people are not going outdoors much we are not looking at OOH mediums. For our anniversary we have organised a DJ night with DJ Vee and then we are also holding interactions with celebrities.
On content strategy for 2021
We want to be differentiated, we are looking at genres that are not explored on TV to date. Overall, we want to change the movie experience. We are exploring newer days to celebrate and once the situation is normalised we want to do a lot of ground-level activities also. We believe that movie channels should not be a passive entity in your life. It is something that you can celebrate. So, all the acquisitions that we are doing, the kind of premieres that we’ll bring in the next year, will be very different from what we have done so far.
MUMBAI: When it comes to celebrating the biggest festivals in the country, BIG Ganga makes sure to do it in grand style. Continuing its legacy of festive offerings and adding to the highly-appreciated Ding Dong Dandiya show during Navratri, the channel has announced Ganga Deewali Carnival. The four-day multi-entertainment, multi-celebrity celebration will start from 11 November and culminate on 14 November.
Featuring fan-favourite singers, performers and comedians like Sonalika Prasad, Payas Pandit, Mohan Rathore, Mamta Raut, Tripti Sakya and others, the one-hour multi-entertainment show appeals to all age groups as they ring in the festivities with their friends and loved ones at home. The four-day fiesta will feature four fantastic themes in the form of DJ Dhamaka, Suron Ka Pataka, Comedy Bomb and Diwali Bumper Dhamaka.
ZeeL cluster head east Samrat Ghosh said, “We are more than happy to ensure that the festivities continue around the year and keep the joyous mood alive taking into account that our viewers can’t celebrate these auspicious occasions outdoors. By keeping these offerings solely family-oriented, we continue to provide a wholesome viewing experience. In addition, the Deewali Carnival offers an opportunity for advertisers to leverage the opportunity to strengthen their bond with consumers on another level.”
BIG Ganga and Zee Biskope business head Amarpreet Singh Saini said, “With the Ganga Deewali Carnival, the Bhojpuri industry shall witness a multi-entertainment, multi-celebrity series around Diwali for the very first time in this category. Each festival brings with it a different flavour that enables us to push our boundaries by expanding our robust entertainment bouquet.”
BIG Ganga has constantly raised the bar of entertainment for its viewers through its varied offerings while ensuring they all are a part of the celebrations and festivals that matter to them. Taking forward the legacy, the channel is all set for a month-long category-first festive line-up with Chhathi Ghate Ganga and Jai Chhathi Mayi in November.
MUMBAI: Dance Day is a carnival of dance that is celebrated on the third Saturday of every September. Dance is an integral part of Indian entertainment, especially movies. Be it Kathak, Indian Classical, Western Popular, Jazz or just freestyle, Indian cinema has imbibed and elevated dance forms of varied types. Bhojiwood is no exception. Known for its Lallan Top dance, the Bhojpuri movie industry grooves up with the popular Thumkas and Launda Dance. Regarded as the home for unlimited and authentic Bhojpuri entertainment, Zee Biskope has been leading the game in differentiation by continually curating viewer experiences beyond just movies. ZEE Biskope launches a rap version of its brand song on the occasion of Dance Day followed by a viewer engagement drive – Kamariya Kare Hip Hop that will raise viewer engagement to a groovy joyride. Through this initiative, the channel seeks to encourage people to embrace dance as a fun & healthy form of performing art that expresses emotions both aesthetically & symbolically.
The brand has delivered many category firsts since its launch and the rap version of its brand song is yet another milestone in that. Composed by 5 Tricks – a rap group from Bihar, this edition of the brand song will rev up your spirit for a scintillating dance number. To participate in Kamariya Kare Hip Hop contest, viewers need to give a missed call on8563856302 following which they will get an SMS with a link to download Zee Biskope’s rap song. They can further perform on the rap song, record it and share with ZEE Biskope team through Whatsapp on the same number- 8563856302 along with their name & location. The best entries will be featured on ZEE Biskope channel social media platforms.
Taking the entertainment quotient, a notch higher, Zee Biskope will launch a full 30-minute original Kamariya Kare Hip Hop show. Anchored by a popular Bhojiwood celebrity, the show will telecast on ZEE Biskope on 4th October 2020. The delightful half-an-hour show will not only showcase the winning videos but will also project the significance of dance in Bhojpuri movies and how celebs have banked on it to entertain audience. Featuring the rap song, the show will be ornamented by bytes from Bhojiwood celebs who will elaborate their take on dance and the channel’s endevour to promote dance.
Talking about the initiative, Samrat Ghosh, Cluster Head East, Zee Entertainment Enterprises Ltd said, “In these restricted times when people are homebound for about 6 months now, entertainment plays a significant role in upscaling their emotional cushion. Despite the constrained reality, people look for opportunities to stage their aspirations through the lens of entertainment. The engagement drives of ZEE Biskope are designed exactly to meet that latent need of our viewers. Kamariya Kare Hip Hop is yet another unique way for viewers to showcase their talent to the world through the channel’s TV & social platforms. The multi-media initiative also gives advertisers an opportunity to reach out to incremental audience.”
Speaking on the launch, Amarpreet Singh Saini, Business Head, Zee Biskope and Big Ganga said, “The Bhojpuri entertainment market is becoming increasingly cluttered. It’s hence important to keep a strong point of differentiation that uniquely identifies the brand. The channel is catering to that differentiator through novel viewer engagement drives like Kamariya Kare Hip Hop. The endeavour is to establish ZEE Biskope as not just a movie channel, but a Movie+ brand that brings category firsts at every occasion. This is a stand which no other channel in the category has been able to take till date.”
Dance is a performing art that brings people together in the celebration of life. Taking this very thought forward, the channel rejoices Dance Day through in the Hip Hop way. Touted as the go-to destination for every Bhojpuri movie lover, 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.
Stay tuned and make the most of entertainment only with ZEE Biskope.
History has witnessed the great and gallant contributions of the Bhojpuri region since India’s freedom struggle. Bihar & Jharkhand take pride serving in the army, the police or IAS. Their undying passion in contributing to the society & the nation is admirable. It’s the valor of these bravehearts that keeps our head held high with pride. This Independence Day, ZEE Biskope rejoices the fervor of these heroes who protect our freedom by guarding the borders. The channel launched Rang De Basanti – Jai Jawan Jai Hindustan, an I-Day special bouquet of offerings that goes beyond being just a campaign. With the objective of saluting the courageous men in uniform, the initiative encapsulates a patriotic saga dedicated to the Indian Army especially the Bhojpuriya Jawans.
Launched on 7 Aug, the category first initiative – Chitthi Aayi Hai invites viewers to write a message for our soldiers in the most authentic form of communication – letters. When posted at the borders, the only form of communication that the Jawans eagerly wait for are letters that carry the warmth of their loved ones. Viewers can share their hearts out through a letter, a handmade card, a sketch, Rakhis or any other gifts to express their gratitude for those serving in the Indian Army. These should be posted to ZEE Biskope by 20 August along with the sender’s name, address and phone number on the given address: ZEE Biskope, ZEE Entertainment Enterprises Ltd, 18thFloor, A-Wing, Marathon Futurex, Lower Parel, Mumbai- 400013. The best of the messages will be reached out to the Jawans showcasing the love, respect and blessings the countrymen hold for the real-life heroes.
When it comes to patriotism, music unites people like no other means. Elevating the essence of patriotism, ZEE Biskope launches the I-Day version of its brand song – “Aanthon Pahariya Lade Veer Bhojpuriya”, again as an ode to the Bhojpuriya Jawans. Written and arranged by popular names in the industry – Navin Ojha & Govind Ojha respectively, the special rendition of the song reflects the bold and enthusiastic spirit with which the brave soldiers fight for our motherland.
Staying true to its core of serving authentic Bhojpuri entertainment, ZEE Biskope planned a strong line up of patriotic movies throughout the week and especially on 15 August as part of the Rang De Basanti initiative. Blockbuster movies like Challenge, starring Pawan Singh & Madhu Sharma, Sipahi, featuring Dinesh Lal Yadav& Amrapali Dubey and Le AaibDulhaniya Pakistan Se starring Vishal Singh & Tanushree Chatterjee enthralled audience between Aug 12 and 14. Raising the bar of entertainment on Independence Day, the channel will run a full day movie marathon starting at 9:00 am with the blockbuster film Border featuring Dinesh Lal Yadav&Amrapali Dubey. Maa Tujhe Salam will follow at 12 noon featuring Pawan Singh, Madhu Sharma & Akshara Singh. The 3:00 pm band will be dedicated to Ravi Kishan& Kanak Pandey starter, Sabse Bada Champion.
Rejoicing the spirit of our warriors, ZEE Biskope presents the World Television Premiere of blockbuster film, Army Ki Jung which will be telecastedonAugust 15 at 6:00 PM. Directed by Ranjan Sharma, the movie depicts the heroism of the Indian army when it comes to protecting the nation from a terrorist attack. Arun Ojha – the lead actor of the film hails from an army background with both his father and younger brother having served in the Indian army for long years. Jyoti Kalash – another lead actor is a senior IAS officer in real life who associated with the film only to motivate the youth to join the army.
Amarpreet Singh Saini, Business Head, ZEE Biskope and BIG Ganga said, “The core strength of ZEE Biskope is in its thought leadership. The entire Rang De Basanti campaign has been curated to serve the high regard that the region holds for the sons of the soil protecting our borders. As a brand, ZEE Biskope has always believed in rejoicing every emotion of its viewers. Independence Day bouquet is yet another milestone to achieve that through a comprehensive offering. We not only raise the entertainment quotient through our content line-up but provide viewers with a novel platform through Chitthi Aayi Hai, where they connect with the brand for a larger purpose that is close to their hearts. I wish all our viewers a very Happy Independence Day. Jai Jawan, Jai Hindustan!”
ZEE Biskope’s Rang De Basanti is all set to take viewers for a patriotic ride in the glory of the Bhojpuriya Jawans guarding our motherland. 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.
NEW DELHI: Entertaining the masses with its diverse content, Big Ganga, ZEE Entertainment Enterprise Limited’s Bhojpuri General Entertainment Channel brings to its viewers yet another interesting offering. Catering to the rising appetite for immersive content amongst their Bhojpuri-speaking audience, the channel is all set to launch one of the most popular shows of ZEE TV – Woh Apna Sa. Personalizing the show as per the needs of its audience, the channel will be renaming it as “Kehu Aapan Ba” while dubbing the show in Bhojpuri. Starting from 27 July, the show will be telecast every Monday to Saturday at 6 pm.
Offering viewers the best of both worlds in the form of drama and romance, the high octane show, based in Mumbai, is filled with layers of twists and turns which will make viewers glued to their seats throughout. It’s the story of Aditya who is in a troubled marriage with his wife Nisha with whom he has two daughters. Nisha, on the other hand, is nothing but selfish, evil and self centered who can go to any extent for her benefit including putting her daughters in danger. Since, this side of Nisha is a well-guarded secret, Aditya’s family thinks highly of Nisha leaving him with no choice but to stay with her. The turmoil in Aditya’s life ends when the protaganist Jhanvi enters and changes his life for good as they both disclose Nisha’s true colours. But the problems doesn’t stop here for Aditya and Jhanvi as they have to tackle many challenges, the biggest one being Nisha. The romantic drama, that featured talented actors, Disha Parmar, Sudeep Sahir and Riddhi Dogra, was a huge hit and aims to repeat the same success in the Bhojpuri-speaking market as well.
Speaking about the offering, ZEE Entertainment Enterprises Ltd Cluster Head East -Samrat Ghosh, said, “We have always worked towards providing the best of entertainment to our audience and we are glad that we are keeping our promise. The demand of Bhojpuri content has constantly been increasing where people are in the lookout for local, relatable content in their native language. BIG Ganga, being the pioneer in the Bhojpuri entertainment industry, understands the pulse of its viewers and brings content to their doorsteps after understanding their demands and preferences. Making sure our audience get the same quality of content as HSM viewers, a lot of research is involved in deciding on the syndicated content that is further tweaked according to the overall presentation and language that our audience would prefer. With the channel having a strong foothold in the region, curating such a popular show in a language that connects with our viewers also provides a great platform for advertisers and stakeholders alike, to reach out to the audience.”
BIG Ganga and ZEE Biskope Business Head- Amarpreet Singh Saini said, “With prime time being a prominent family-viewing time slot, we strive to curate family-oriented shows that can be watched and enjoyed by the entire household. Our prime time offerings are specially made keeping this in mind and by adding a new show to our bouquet will provide them a heavy dose of entertainment as well as strengthen our prime time band as well. Through Kehu Aapan Ba, we aim to end the month on a memorable note and give audience an interesting show to look forward to.”
BIG Ganga’s shows enthrall and entertain audiences with its unique content, thereby making this platform apt for the whole family. The channel has been enhancing and enriching regional pride through its new offerings. These new Bhojpuri shows are sure to entertain audiences with its unique content and placement, thereby making the channel an apt prime time viewing choice for the entire family. With more shows in the pipeline, the channel is all set to redefine entertainment and original content for its regional audience.
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NEW DELHI: With shooting and other production activities kept on hold during the three-month-long lockdown, Bhojpuri channels resorted to innovative content strategies until shootings finally resumed. Now, the sector is finally seeing a revival.
“Overall, as an industry, and specifically talking about Zee Biskope and Big Ganga, everyone in the team pulled themselves up and reacted to it and implemented new ways of coping with this situation both in terms of content and marketing strategy,” Zee Biskope and Big Ganga’s business head Amarpreet Singh Saini says. “Within the Bhojpuri cluster, we saw a huge increase in viewership, about 30-40 per cent increase during the lockdown. Zee Biskope gained leadership position and we benefited a lot during this period.”
Saini also reveals that Big Ganga viewership suffered due to repeated content. “There was a setback. However, like every other platform, we also quickly got into getting original content. We did a lot of shoot-at-home content, like the Sa Re Ga Ma Pa- 25-year celebration. The idea was to tell viewers that we are here to entertain you with original content despite the limitation. Our strategy to bounce back will be to offer a bouquet of fresh shows on topicality and innovation.”
Bhojpuri channels are pulling all the strings to keep viewers glued to their television sets. Zee Biskope is treating its viewers with a host of monsoon memories by showcasing film festivals: Sawandaar Somwar Cinema & Aaaya Sawan Choom Ke. Big Ganga, on the other hand, is entertaining viewers by presenting a bouquet of five new offerings for its viewers.
Comparing the share of GECs in H1-2019 with H1-2020, the share came down from 49 per cent to 46 per cent, according to the recently released BARC data. The comeback of fresh episodes will mean stronger growth in viewership especially during primetime and improvement in both ad volumes and revenue.
Some of the advertisers including health brands and universities started advertising heavily during this period. Saini adds, “Apart from regular sponsorships and activity-based revenue, we are also looking forward to showing integrations and getting the brand closer to the consumer through showcasing the value proposition of the brands.”
Saini also highlights that indoor shootings and lesser number people on the set were challenging. “In the initial few days, the output has been lower. But now as people are becoming accustomed to it. As you start doing it day in and day out, it becomes normal.”
B4U Bhojpuri associate vice president Sandeep Singh states that the only problem with Bhojpuri channels is that the audience that consumes Bhojpuri content also consumes Hindi content. And the recent challenge that the Bhojpuri channels are facing is the return of three big broadcasters (Sony Pal, Star Utsav and Zee Anmol) on DD Free Dish.
“One of our biggest challenges will be to keep the numbers steady even after the pandemic. To bounce back, we have to keep innovating and working on the content. Due to the three broadcasters, we have seen a sudden drop in the GRPs, because they are also somehow taking our share but the good news is that we still have scope by offering good content. In the last few years, Bhojpuri market has evolved exponentially becoming one of the biggest markets. We wish to understand our audience better,” says Singh.
The channel is currently conducting World Television Premium to keep the viewers hooked. Every week B4U Bhojpuri is offering new movies from Chotki Thakurain, Mili Ta Mili Na Ta Jai Siyaram, Raja to name a few. A genre like family comedy, emotional drama and action drama works best for Bhojpuri audiences, Singh shares.
To reach out to more people, B4U Bhojpuri is also trying to gauge the audience through WhatsApp. “We have a Bhojpuri community on Whatsapp. It’s a medium to reach out to more people and update them about what’s new on the channel. We are focusing heavily on digital,” shares B4U senior marketing executive Siddhanth Shetty.
Vizeum India senior vice president (west) Kaushik Chakraborty mentions that a significant drop in ad volumes during the initial days of lockdown was noticeable. However, in June, there has been an improvement. As per the latest estimate, overall ad volume in Bhojpuri market is still 30 per cent lower than the pre-COVID2019 level.
However, Chakraborty says that the return of Sony Pal, Star Utsav and Zee Anmol on DD Free Dish is a piece of encouraging news for this market. “These channels with differential content will attract a newer audience to this genre driving significant viewership growth. Simultaneously, this will bring in a new challenge to existing players like Dangal and Big Ganga to counter the nature of the content,” he states.
As the lockdown eases, has there been an improvement in advertiser sentiment? Chakraborty said, “We feel there is optimism. However, it all depends on how the situation emerges in the coming days. But, since this pandemic is beyond anyone’s control, there will be volatility and we need to be watchful. With the start of shoots, original content will be available to GEC players, in turn, helping increase viewership for the genre.”
Out of home (OOH) mobility has started but people are cautious, only venturing out for work-related requirements or grocery/medicine shopping. “With low clutter level, innovative OOH approach will help in enhancing brand visibility. OOH near residential clusters, grocery centres, workplaces and key arterial routes will stay relevant in the interim. Digital OOH inventory in and around these will see an uplift,” he adds.
With festivities around the corner including ‘Saavan’ and ‘Chhath’, Chakraborty feels that one can expect a revival from September onwards.
NEW DELHI: With the auspicious month of Sawaan, just around the corner, BIG Ganga, leading Bhojpuri GEC channel in the Hindi heartland, is all geared up to entertain its viewers with an engaging Shravan line-up commencing this 6 July. Conceptualised around the theme of Shiv Sawaan Aur Ganga, it will have a bouquet of content offerings that include —Mahadevi, Trikaali, Kanwar Ke Power, Jai Bholenath, Mast Malang Bhole Baba Ke Sang and Sidhe Devghar Se among others. The line-up has been curated with the intent to cater the both, entertainment and devotional quotient while entertaining the ardent Shiv devotees in the Bihar, Jharkhand and UP regions.
One of the most interesting offering of the channel, Mahadevi will be telecast from 6 July at 7 pm primetime. The social-mythological show, an enthralling tale of devotion and miracles, revolves around a girl named Sundari, who works at the temple in a tiny village that her family depends on for their livelihood. However, Sundari doesn't believe in the Goddess, much to the dismay and anger of a lot of people, including her family. Sundari's disbelief towards the Goddess goes deep into her past incarnation as Princess Rajeshwari, a great devotee of the Goddess. She will be blessed with supernatural powers that she shall use to protect the villagers from anti-social elements. Another fictional offering, Trikaali is a supernatural soap opera which showcases the journey of a girl named Trikaali, a devotee of Goddess Kali who is blessed with special powers to foresee future. The show stars Gourab Roy Chowdhury and Shruti Das. The concept of the serial is unique as the protagonist can foresee the future events. The show will be telecast in July at 10 pm slot.
The channel will also be broadcasting Kanwar Ke Power which is a song-based show comprising of Kanwar songs crooned by deep-rooted singers from the region. It will further have original entries from celebs/independent folk singers from the region who can submit their Shrawan videos songs to the channel to be played. Catering to all age groups, the one-hour after Aarti special will be broadcasted daily from 6 July onwards from Tue – Sun, 7-8 am. Another line-up Jai Bhole Nath, a devotional musical show, will also hook the viewers wherein untold stories of Shiva will be narrated by two anchors playing the role of Shiva and Parvati along with album songs of the celebrities on the show. Spanning 15 episodes, it will be broadcasted from 6 July at Mon – Sat, 4-5 pm. In addition to the above, there will be a Musical Aarti segment, ‘SIDHE DEVGHAR SE’ where viewers can catch-up on live morning Aarti and Sringar from the Devghar temple. Starting from 6 July onwards, the show catering to all age groups will engage the viewers daily for 10 mins at 7 am.
Further raising the entertainment quotient up a notch, the lineup includes a weekend musical event Mast Malang Bhole Baba Ke Sang. This time around, it will feature superstars like Manoj Tiwari, Pawan Singh, Khesari, Malini among others who will come in pairs every weekend. Broadcasted every Sunday 8-10 pm, it will be entertaining all age groups daily for 2 hours.
Zee Entertainment Enterprises Ltd (ZEEL) Cluster Head, East- Samrat Ghosh said, "Right from our inception, we've been a viewer-centric channel and see to it that we keep our viewers entertained and their mood elevated especially in these testing times. With a healthy population in the area engaging in a host of devotional activities, we found it best to curate such a thought-driven lineup that helps them overcome this unsettling environment and relax their mind and body. We've timed the show perfectly to their viewing preferences that shall see them start the day with devotional songs that sets the tone for them to have a cheerful day. It's all the more important for us to showcase a high sense of responsibility and display that we do care for our audiences and we're glad to have done so through this lineup."
BIG Ganga and ZEE Biskope business head- Amarpreet Singh Saini said, “As a brand that is known for its original content, we have tried our best to entertain the viewers of all age groups with the content they can relate with the most. Since Shrawan is one of the most-celebrated festivals in North India, the onus lies on us to come up with offerings that Shiv devotees can cherish with their families throughout the fasting and worshipping period. The line-up has been carefully curated for the viewers who constantly on the lookout for devotional content to relive the spiritual side while calming their mind and body. Most of these line-ups are very exciting due to its topical nature and will further offer a visual treat to the viewers. We are very positive that the line-up will be well received among our viewers as well as stakeholders alike who are looking to reach out to the audience and keep themselves indulged through such kind of content.”
BIG Ganga has been enhancing and enriching regional pride through its new offerings. These new and original Bhojpuri shows are sure to entertain audiences with its unique content and placement, thereby making the channel an apt prime time viewing choice for the entire family. With more shows in the pipeline, the channel is all set to redefine entertainment and original content for its regional audience.
