ITV

Tag: kartik Mahadev

  • Privé World Box Office bridges the gap between Indian cinephiles & foreign films

    Privé World Box Office bridges the gap between Indian cinephiles & foreign films

    MUMBAI: While Cinema is said to be a universal language, most of us grew up watching only Indian or Hollywood movies. However, of late, viewers increasingly value quality of storytelling and entertainment over the language of the content itself. it is for these movie aficionados that English language movie channel &PrivéHD launched ‘Privé World Box Office’ – a new category to curate foreign movies from around the world. In a freewheeling chat with Indiantelevision’s Shikha Singh, ZeeL premium channels business head Kartik Mahadev spoke at length about the decision to bring foreign films for Indian audiences, the programming line-up and more.

    Edited excerpts:

    On the decision to curate foreign films for the Indian audience.

    In the quest for entertaining cinema and exceptional storytelling, cinema lovers occasionally come across foreign films through word of mouth but they do not find enough supply or a clear destination to watch them. Our aim was to solve this consumer challenge through curation of titles from ten different languages that have been loved by audiences in their origin country.

    On how foreign films will create an impact on the Indian audiences.

    Director Bong Joon Ho in his award-winning speech at the Golden Globes made a very pertinent remark as he teased moviegoers to embrace the ‘one-inch-tall barrier’ to explore a world of amazing films. Today, the consumer appetite for world-class movies transcending languages has been witnessing a rise by leaps and bounds. Our offering has been crafted with insights that aim to bridge the gap between the Indian film fans and the universal narratives in foreign language films.

    On the promotional campaign and the creative team behind it.

    We have arrived at ‘feel at home, no matter the language’ as the core messaging to bring to the fore a curation of foreign movies with familiar themes that are relatable and enjoyable. Flux @ The Glitch was roped into helm the light-hearted campaign along with Jigar Fernandes, Third Floor Films, who brought the vision to life with his direction. The film marks the return of the legendary Deepak Tijori along with the evergreen Renuka Shahane who brings their expertise along with the new age internet sensation Rohit Saraf. Through the lens of a typical Indian family, the film captures a relatable situation in a foreign language through a fun-filled banter amongst the family.

    On the programming line-up.

    The offering includes a mix of genres ranging from romance, drama to action and comedy thus catering to the tastes of all movie lovers. A new movie will be released every week with our viewers having the option of watching the movie at their convenience on any day of the week @9 PM. Some of our key titles include the latest instalment of the biggest French action franchise Taxi 5, the top-grossing Norwegian monster movie, Ragnarok, one of the craziest French love stories, Jeux D’enfants aka Love Me If You Dare, The Idol (Arabic) directed by the two-time Academy Award nominee Hany Abu-Assad among others. Some of the other titles to premiere include the French comedy, Fonzy, the Chinese neo-noir crime thriller The Wild Goose Lake, the Norwegian drama film based on a real-life event, Utøya: July 22 and others like The Farewell (Mandarin), Headhunters (Norwegian) and Pain And Glory aka Dolor Y Gloria (Spanish).

    On advertiser interest and sponsors on board.

    While consumers undoubtedly are at the core of what we offer, our major focus in 2021 is to delight our brand partners by providing value through our offerings. We have seen great sponsor interest for the property with Cetaphil onboard as the presenting partner and Standard Chartered as the special partner for the block.

    On the marketing activations to bring this offering to audiences.

    With the Covid2019 outbreak, we have witnessed a surge in television viewership alongside brands engaging on digital through Live video formats. In the English cluster, we have adopted digital engagement alongside television as part of the channel marketing strategy. We had a robust marketing campaign rolled out across TV, digital, trade, on-ground screenings and bolstered via PR that targets the six metros. Digital has always played a pivotal role in our marketing mix. Through Rohit Saraf and Renuka Shahane's social media handles, we teased movie fans with a teaser that intrigued the movie lovers, which was later released across digital and TV. We also hosted a fun-filled Valentine’s day activity with Rohit Saraf on Instagram reels, which garnered immense traction via UGC as fans reached out to the actor with their proposal messages in a foreign language.

    On the channel’s plan for 2021.

    In the coming months, we will have the Ticket To Hollywood movie airings for the biggest Hollywood blockbusters. We will continue to bring originals on Zee Café that add to the repertoire of locally nuanced content along with iconic international shows. The foreign language premieres as part of Privé World Box Office will continue to entertain movie fans with new movies every week through the coming months and we have more in the pipeline. So, all in all, it’s a promising and packed content line-up for the Zee English cluster.

  • Zee Café strengthens its originals library with ‘Chef Vs. Fridge’

    Zee Café strengthens its originals library with ‘Chef Vs. Fridge’

    MUMBAI: Zee Café is gearing up for the launch of its second original in 2021, Chef Vs. Fridge. Keeping up with the latest social trends, be it dance or food with the new show, the channel has released a teaser featuring celebrity chef Vicky Ratnani and Gaurav Gera aka ‘Chutki’ in their element as they announce the new show. Set to air in April, the show presents the ultimate food experience that will excite, entertain and make every foodie go wow.

    Chef Vs. Fridge promises to be a unique competitive cooking show for every Indian foodie. Launched with the commitment of ‘ab fridge lega sabki class, aur chefs banaenge kuch world class’, the teaser features Gaurav Gera in his popular ‘Chutki’ avatar and Chef Vicky as the two experience a relatable situation when they open their fridge. What’s expected to be a fun ‘pawri’ turns to a challenge posed by the random ingredients found in the fridge. While Gaurav is dismayed, chef Vicky takes on the task and cooks up a storm. This appetizing teaser surely leaves viewers waiting for more. With yet another fun-filled digital challenge, unique cuisines and an exciting line-up of participants, there is loads to look forward to on this food fiesta!

    In line with the announcement, the channel has onboarded leading brands as partners for the show. Co-presented By Haier, co-powered by Lifebuoy, cookware partner Prestige, spice partner Catch Salt & Spices and gifting partner The Gift Studio, the show promises to be a unique platform with multiple integration opportunities for brand partners.

    ZeeL premium channels business head Kartik Mahadev said, “As we look to build more original content, we realised there is a gap when it comes to homegrown cooking competition shows and thus the inception of Chef Vs. Fridge. The show will feature exciting cook-offs, unique food combinations and interactive challenges for our viewers. There are multiple innovative integration opportunities being planned that are core to the show and we are certain that our brand partners will be delighted.”

  • How 2020 turned out for Zee English cluster

    How 2020 turned out for Zee English cluster

    MUMBAI: Despite the challenging business environment, 2020 was a year of adaptability, growth and innovation. During the lockdown, television came across as a trusted medium. There was significant growth in TV viewership, led by more walk-ins as well as more time spent on television. The Zee English cluster of channels grew by 93 per cent (BARC data week 12-week 22 vs week 1 to week 11).

    &flix, the Hollywood blockbuster movies channel had one of the most engaged audiences in megacities, with 56 minutes (BARC data week 12-week 22) average weekly time spent on the channel. This, given the context of the lockdown, tells us that viewers find content on television compelling and comforting, said ZeeL premium channels business head Kartik Mahadev.

    English entertainment (movies + GEC) on television caters to 216 million+ viewers (BARC data All India Period: week 01’20-week 49’20). The lockdown has shown broadcasters that people choose to watch television for the curated content experience it provides, not just to individuals but the entire family. Mahadev shared that the English entertainment viewership grew by 45 per cent as compared to last year (BARC data @ All India 2+ U+R data, week 12-week 22’20 vs week 12-week 22’19).

    This year, Zee English cluster introduced tactical changes in the programming with specially curated properties to suit the entertainment needs of a steady subscriber base. For instance, Zee Café added 300+ hours of new content, which includes the latest season of dramas such as Grey’s Anatomy, Nancy Drew and Evil along with iconic sitcoms such as Seinfeld and I Dream of Jeannie along with the original airings of the celebrity chat show Starry Nights GEN Y. Recently, the channel launched its first-ever original production Dance With Me with celebrity dance experts Shakti Mohan and Mukti Mohan. According to Mahadev, the show added to the merriment of the festive season coupled with a unique and interactive format via exciting weekly hook step challenges. The year 2020 also marked the milestone celebration of 20 years for Zee Café.

     

     

    Moreover, with the growing popularity of Hollywood movies across India, the network launched ‘Flix for All’ on &flix, which played blockbuster movies in English, Hindi, Tamil and Telugu. With this, the channel witnessed a 41 per cent jump in viewership. The ‘Pick your Flix’ initiative found consumer resonance with immense traction across &flix’s social handles, with 2X engagement and 3.5 million reach.

    While the supply was sporadic, the demand for movies in regional languages also grew. Thus, the network spearheaded the launch of ‘Ticket to Hollywood’, a pan network offering where it combined the might of Zee to broaden access to Hollywood movies across the width and breadth of the country through a multi-channel, multi-language offering.

    “In addition, our fastest to TV premieres with the First Day First Show at Home of blockbusters like Jumanji: The Next Level and Bad Boys For Life enthralled audiences through the year while delivering value to our brand partners. A true testimony to this is the premiere of Jumanji: The Next Level on &flix and a simulcast on Zee Cinema clocking a whopping 34 million impressions,” Mahadev said.

    *(BARC; TG : NCCS AB 15-40, Megacities, pre-Flix For All Period- week 45’19- week 14’20, during Flix For All Period- week 15’20 – WK 37’20).

    English GECs are facing tough times but at a macro level, interest in English content is growing. There is a whole set of audiences moving from regional to English content as they become more comfortable with English as a professional, conversational language. Mahadev has designed unique offerings such as world television premieres, multi-language block, Flix for All on &flix and locally nuanced content on Zee Café, that will stand out as enablers of bringing an aspirational, English-comfortable audience onboard.

     

     

    On television, he has witnessed a trend in audience preferences towards light-hearted content, superhero flicks and adventure as a genre. Moreover, ‘nostalgia’ clearly emerged as a big theme across shows, with several successful examples in Hindi GEC.

    There was a growth in non-prime time viewing as well, and hence to keep viewers entertained throughout the day, Zee Café introduced back-to-back episodes of MasterChef Australia S8, Nancy Drew and Evil, Everybody Hates Chris, and The Big Bang Theory S12. There is also an increasingly leaning towards genres like action, animation and horror. 

    As for the network’s distribution strategy, its strengths and weaknesses across time bands, Mahadev revealed that post lockdown, there has been a growth in English content viewership led by both reach and a more engaged audience across dayparts. Zee Café introduced 'Café Film Club' which features blockbusters from Hollywood in the afternoon time band, leading to cutting-edge English GEC content in the prime-time band.

    He highlighted that the youth-focused premium brands can choose from a repertoire of high-quality content to drive association with and reach a premium subscriber base, given a sharply segmented audience that English entertainment on television attracts while similar content on digital is behind a paywall. Said he: “Over the years, we have delivered value to some of the most reputed brands who have partnered with us in our endeavour to engage an evolved audience with the latest in international content. At present, some of the top categories active across Zee English cluster include FMCGs, auto, BFSI and insurance, OTT, smartphone brands, and e-commerce.”

    The rapid flux in the traditional media landscape and rising levels of digital sophistication in consumers has led to the emergence of multiple mediums to engage with the consumer. Context has also emerged as a key factor in any integrated marketing strategy. With the Covid2019 outbreak, there has been a surge in television viewership alongside brands engaging on digital through live video formats. In the English cluster, Mahadev has adopted digital engagement alongside television as part of the channel marketing strategy. He quipped, “For instance, our First Day First Show at Home campaign featuring comic José Covaco garnered an overwhelming response with nine million views on YouTube.

     

     

    For Zee English cluster, the primary target audience for &flix include Hollywood enthusiasts from metros. They are brand-conscious, tech-savvy, and in sync with the latest trends. When it comes to Zee Café, the viewers are evolved, motivated and have a global outlook. &PrivéHD, on the other hand, is for the non-conformists and cinephiles who appreciate nuanced content.

    During the pandemic, we saw a shift in consumer trends toward OTT platforms, and it has confirmed that the digital video platforms are here to stay. However, today we live in an ‘and’ world, not an ‘or’ world. Studies reveal that consumption of overlapped content between TV and OTT grew on television from 59 per cent pre-NTO to 82 per cent contribution post-NTO for sitcom, drama, reality genres. It naturally follows that navigation between screens is seamless and consumption on TV and digital is complementary in nature.

    “When it comes to OTT, content discovery is and will continue to pose a challenge to viewers looking to unwind with quality content. This is where television channels that understand their consumer and curate well, delight the viewer. With content availability growing across platforms leading to fragmented viewing, it has led to a greater and a more central role for television. Curation of content on television that lends to co-viewing, making TV for a great community experience for family and friends,” added Mahadev.

    All in all, he believes the network has certainly moved the needle to a noticeable degree this year and the future too looks promising.

  • Locally nuanced shows help to bring in relevance from an Indian context: ZEEL’s Kartik Mahadev

    Locally nuanced shows help to bring in relevance from an Indian context: ZEEL’s Kartik Mahadev

    MUMBAI: Hollywood has always enjoyed a passionate fanbase in India which only grows by leaps and bounds with each passing year. Today, Hollywood movies aren’t just for the English-speaking audiences living in metros as we see movie enthusiasts in Bharat and India with the same level of passion and connectedness as the global fan following. The &flix study, ‘Hollywood is for everyone,’ explores how Hollywood enjoys a universal appeal in India, and gives an insight into the lifestyles and mindsets of movie buffs. 

    ZEEL premium channels business head Kartik Mahadev said that the research has helped the channel to curate its offerings like &flix’s fastest to television premieres, which reduce the theatre-to-TV wait time by half, along with the multi-language block ‘Flix for all’.

    The study also disclosed that Hollywood’s entertainment quotient fares better than Bollywood / regional? Does this mean brands indulge more in premium content?

    Mahadev highlighted that Hollywood viewers are brand conscious and in-sync with the latest trends. They seek new experiences and crave adventure. Said he: “For these consumers seeking a badge-value with something aspirational, Hollywood forms the ultimate getaway. With its sophisticated visual effects, unique concepts and aspirational characters, today Hollywood’s fandom in India cuts across languages and cultures and is not just limited to the English-speaking consumers in the metros.”

    The &flix study also revealed that 80 per cent Hollywood enthusiasts admitted that brands placed in the movies / intermittent TV ads influence their purchases. Mahadev revealed that for its customers, English content on television provides youth-focused brands and premium brands the opportunity to associate with a premium subscriber base.

    “Recently, for the premiere of Jumanji: The Next Level on &flix and a simulcast in Hindi on Zee Cinema, we successfully reached a wider audience by providing access through language. Some of the most reputable brands came on board as partner for the property on &flix such as Kia Motors, Ariel, Amazon, Airtel 4G, Xiaomi, Protinex and ITC, along with Bingo Potato chips, Hyundai Creta, Behrouz Biryani, Bharat Matrimony and Cinthol onboard for the Hindi simulcast. The premiere garnered an overwhelming response, taking it to the next level with a whopping 34 million reach, making it one of the biggest premieres in the last 12 months,” he shared.

    Since its launch two years ago, &flix has challenged the English movie genre codes in addressing fan experience on television. According to Mahadev, ‘Ticket to Hollywood’ broadens access to Hollywood movies across the country, bringing movies closer to fans while creating value for brands who want to engage with the ardent audience across regions. The pan-network property will see Hollywood’s latest and top-rated movies dubbed in regional languages premiere across Zee channels like &PrivéHD, Zee Café, &Pictures, Zee Thirai, Zee Cinemalu, Zee Punjabi, Zee Biskope, Zee Talkies, Zee Picchar, Zee Sarthak and Zee Bangla Cinema. In addition, the channel’s flagship property ‘Flix superheroes’ featuring the latest superhero hits will begin airing in November.

    For the launch of ‘Ticket to Hollywood’ the channel has adopted a robust 360-degree campaign approach across platforms like DTH, digital, TV and trade. The network has leveraged social media to drive communication around the premiere of Bloodshot in the essence of the languages across markets. High-impact promo films across Zee movie channels further brought the biggest festive offering on television alive.

    Mahadev added, "We have Colgate onboard as the presenting sponsor for the premiere of Bloodshot across 11 of our ZEE channels. Moreover, with the premiere across Zee English cluster we are thrilled to deliver value to not just our discerning viewers but also our customers and are pleased to have brands like Venky’s Purotein, HUL (Lifeboy), KIA, TVS, Amazon, Sprite and Kelvinator onboard for the premiere.

    English GECs have always faced the ‘acquired’ versus ‘original local content’ dichotomy. It is believed that English GEC channels can earn higher ad revenue from their original programs. But the question arises why the channels have not yet experimented with local content.

    Mahadev opined that original programming with locally nuanced shows does help bring in relevance from an Indian context. While marquee international shows bring the best of the world to its viewers, locally produced content allows the broadcasters to add a new dimension from the Indian point of view. Said he: “Being the pioneers when it comes to original programming with India’s first-ever English fiction show Bombay Talking, Zee Café brought in relevance with content that is locally nuanced for the Indian viewer. What followed was the introduction of successful properties such as Look Who’s Talking with Niranjan, Not Just Supper Stars and Starry Nights that truly added a unique flavour to Zee Café’s wide repertoire of content.”

    He pointed to Zee Café's recently launched first-ever original production Dance With Me featuring celebrity dance experts Shakti Mohan and Mukti Mohan. The show adds to the merriment of the festive season coupled with a unique and interactive format via exciting weekly hook step challenges. The series is co-powered by Loreal Paris extraordinary oil serum & Jeevansaathi.com, cosmetic partner Dazzler Eterna with special partners Yamaha Fascino 125 Fi and Only Natural Diamonds.

  • Zee Café celebrates 20 years of we-time moments

    Zee Café celebrates 20 years of we-time moments

    MUMBAI: A journey of unparalleled entertainment, of togetherness and of shared experiences; it’s been a thrilling 20 years for Zee Café, a name that is synonymous with the best of English entertainment. Zee Café has truly shaped the content choice of entire generations as it discovered unexplored International content for us. Over the years, the channel has featured the latest international content that has inspired, stimulated and entertained us. On its 20 year milestone, the channel invites its audience to hangout with Zee Café and join in the celebrations as it completes 20 years of ‘We-Time’ with its viewers.

    Bringing this emotion alive, Zee Café has launched a special campaign video that glides through time and showcases how the channel has inherently been a part of our lives and has inadvertently shaped us over the years. The visually striking video beautifully depicts this journey through the experiences of girl from an Indian family who grew up watching Zee Café. Through a series of relatable illustrations, the film highlights moments in her life that are inspired by the iconic shows on Zee Café, that have become a signpost of her life stages, similarly playing a part in shaping life and lifestyle for their viewers from around the country.

    Celebrating 20 years of non-stop entertainment, Zee Café strives to share bundles of joy and smiles with some of the best shows that make for an absolute delight to watch together with friends or family. Weekends are no longer a bore with entertainment to keep you hooked all through the day! From compelling dramas that keep you on the edge to light-hearted sitcoms, and from cut-throat battles series to inspiring superhero saga – the line-up has it all!

    Speaking on the milestone, ZEEL Prathyusha Agarwal, chief consumer officer said, “The number 20 truly speaks volumes for the strength of Zee’s English Cluster backed by our loyal partners and an ever-evolving audience base who have consistently supported us in our endeavor. Being one of the pioneers in English entertainment in the country, it brings us immense joy to have impacted people’s lives and shaped the culture over the years with the finest ‘glocal’ content showcased on the channel.”

    She further added, “India is the world’s second largest English-speaking country and as per BARC, English entertainment caters to 170Mn+ viewers (BARC @ All India 2+ U+R, Week 01'20- Week 29' 20). We observed through a video study that short form digital video content consumption in English is growing and there are 60Mn viewers who regularly consume snippets of English content on-the-go. This suggests that English isn’t just a language or a medium of consumption but a means to think and express that’s far more intrinsic with this audience. To our consumers who lead a fast-paced lifestyle and have a global outlook, our compelling programming has served as a window to the world and our 20 years campaign beautifully encapsulates this relationship with our discerning viewers. Today, with the explosion of content and platforms, it has led to a greater and a more central role for television as the medium of discovery for latest international content. There is a need for careful curation of content on television that lends to co-viewing, making TV for a great community experience which could emerge as the big differentiator.”

    ZEEL English Cluster business head Kartik Mahadev said, “As the campaign says, the past 20 years have been incredible, and we can’t wait to spend many more with the Zee Café tribe. As one looks back at the journey, its been marked by a few breakthroughs but equally important are the continuous everyday efforts of curating great content and enhancing the consumer experience. The contribution by several teams over the years and our committed studio partners have been instrumental in shaping the English entertainment landscape in the country. With innovations like Along with the US, Uncut, binge-watch as a format and ‘subtitles’, that we take for a given today, the channel has been able to build an engaged and discerning audience. We have brought the best of Zee Café’s content together to mark the occasion and give our audience the opportunity to binge the best shows. We are excited about the content line up ahead for the year with shows such as The Titan Games Season 2, MasterChef and Grey’s Anatomy in the pipeline.”

    He further added, “The lockdown has showed us that the viewers choose to watch television for the curated content experience it provides, to not just individuals but the entire family. In the post lockdown world, where we are spending most of our time in our homes, it’s the together moments with family and friends that is keeping us positive and spirited. Zee Café is recognizing the role that television plays in bringing people together, sparking conversations and with this campaign we celebrate these occasions through a montage of We-Time moments.”

    With an all new season power-punch packed reality show like The Titan Games and with DC comics led superhero Supergirl slated to air, Zee Café buckles up for an exciting and thrilling rodeo ride ahead this August.

    So, hangout with your friends and family and partake in the celebrations as Zee Café celebrates 20 Years of We-Time

  • Regional markets to fuel English entertainment channels’ growth: ZEEL’s Kartik Mahadev

    Regional markets to fuel English entertainment channels’ growth: ZEEL’s Kartik Mahadev

    MUMBAI: The Covid2019 pandemic has given a boost to indoor activities such as TV viewing but specific genres such as English GECs, lifestyle and infotainment channels have been immensely impacted as their limited audience switched to streaming platforms. ZEEL premium channels business head Kartik Mahadev says that television came across as a trusted medium during the lockdown and the audience finds content on television compelling and comforting.

    Mahadev says that the channel saw significant growth in TV viewership, led by more walk-ins as well as more time spent on television. Data shared by the network show that Zee English cluster of channels grew by 93 per cent (Week 12 – week 22 vs week 1 to week 11 as per BARC data). &flix had 56 mins (week 12 – week 22 as per BARC data) average weekly time spent on the channel.

    For English GECs, the similarity of content on OTT platforms is a concern. Mahadev says, “There is no doubt that digital video platforms are here to stay. However, today we live in an AND world, not an OR world. Studies reveal that consumption of overlapped content between TV and OTT grew on television from 59 per cent pre-NTO to 82 per cent contribution post-NTO for sitcom, drama, reality genres. It naturally follows that navigation between screens is seamless and consumption on TV and digital is complementary in nature.”

    According to Madison Media Sigma CEO Vanita Keswani, English GECs losing their audiences to OTT platforms is not a recent phenomenon. “They have been largely impacted due to the disruptions caused by Covid2019. Apart from that there is profitability pressure. Covid2019 is putting a lot of pressure on broadcasters and English niche is the first under scrutiny for survival,” she says.

    Mahadev believes that regional markets will continue to fuel new user growth for English entertainment channels. This also includes a whole set of audience moving from regional to English content as they become more comfortable with English as a professional, conversational language.

    He adds, “We have designed unique offerings such as multi-language block on &flix and locally nuanced content on Zee Café, that will stand out as enablers of bringing an aspirational, English-comfortable audience onboard. Recently, for the premiere of Jumanji: The Next Level on &flix and a simulcast in Hindi on Zee Cinema, we successfully reached a wider audience by providing access through language.”

    Post lockdown, Zee Café has added 256 hours of content to cater to the growth in walk-ins within the genre, including latest dramas such as Nancy Drew and Evil, popular sitcoms such as Seinfeld and I Dream of Jeannie along with the original airings of the celebrity chat show Starry Nights GEN Y.

    “Television provides youth-focused brands and premium brands the opportunity to associate with a premium subscriber base that is defined on the basis of their content choice. This sort of content and platform synergy for brands to associate with is not available on OTT platforms where English content is behind a paywall,” he points out.

    Some of the brands that came on board as a partner for the property on &flix were Kia Motors, Ariel, Amazon, Airtel 4G, Xiaomi, Protinex and ITC along with Bingo Potato chips, Hyundai Creta, Behrouz Biryani, Bharat Matrimony and Cinthol. These brands were on board for the Hindi simulcast also. The channel has a new slate of premieres like Bad Boys For Life and Fantasy Island to entertain audiences.

    Mahedev finds that while marquee international shows bring the best of the world to Indian viewers, locally-produced content allows adding a new dimension from the Indian point of view. “With India’s first-ever English fiction show Bombay Talking, Zee Café brought in relevance with content that is locally nuanced for the Indian viewer. What followed was the introduction of successful properties such as Look Who’s Talking with Niranjan, Not Just Supper Stars and Starry Nights that truly added a unique flavour to Zee Café’s wide repertoire of content,” he shares.

    According to Samsika Marketing Consultants founder chairman and MD Jagdeep Kapoor, family viewing pushes down the priority of English GEC. “English GEC channels will now have to work on their programming. The nature of the show and specialisation will help them to stay in the business. The channels that are currently in the business will not only have to look at original content but also relevant content and solid programming. The ones who were not able to do that have lagged behind.”

    In the coming months, Mahadev expects the trend in audience preferences towards light-hearted content, superhero flicks and adventure to pick up. With out-of-home entertainment options being limited in the new normal, he feels television will continue to be the entertainment destination for individuals and families. This immediate context is an opportunity for growth.

  • ZEEL’s Kartik Mahadev on Zee Café strategy, BBC First block, post-NTO campaigns

    ZEEL’s Kartik Mahadev on Zee Café strategy, BBC First block, post-NTO campaigns

    MUMBAI: English entertainment channels were feared to face the most challenging time in the NTO phase. ZEEL English Cluster Business Head Kartik Mahadev informs that initially there was a period of flux at ground level but increasing awareness of the MRP regime through campaigns has helped the subscription numbers to grow steadily. #WhereIsMyChannel campaign during transition period of NTO has resulted in an increase of subscription number for the Zee english cluster HD channels, with &flixHD reaching amongst the top two English movies HD channels.

    Mahadev spoke to Indiantelevision.com on strategies, campaigns, NTO impact, challenges faced by English entertainment channels and upcoming programmes on Zee Café. 

    Can you tell us about Zee Café’s TV-First strategy and how does it work?

    Our viewers have a keen eye for content that is new. They follow the latest trends and seek the same when it comes to their content consumption preferences. With Zee Café, it has been our constant endeavour to provide the newest and the best shows to our viewers. With over 70% of our content being available on TV first even before the digital platforms, our discerning audience gets to witness the most-recent shows that are making a mark across the globe. Unlike other broadcasters, this TV-First approach of Zee Café has truly enabled us to serve as disruptors in the category. Shows such as American Idol, Battlebots, Seal Team, FBI, A Million Little Things, Charmed, are success stories of this approach, which have been extremely well-received by our viewers. This season, with BBC First too, we brought six shows to India for the first time only on television screens first. This is a format that truly works well with our loyal audience.

    It has been three years since the channel launched BBC First in association with BBC Studios, how has your association been so far? How has the programming block BBC First grown over the years?

    In a category homogenised by American content, we took a differentiated approach by launching British dramas in 2017. This was widely appreciated by our viewers. In the week of its launch for both seasons, the TSV of the 10 pm time band doubled. The slot viewership in the 2018 season increased by 50%. We generated a total of 50 million impressions on digital with our respective hashtags trending in the last two seasons, along with increasing the channel reach by over 100%. Over the last two years, the block has been immensely appreciated by our viewers who consider it an evolved choice of consumption. British dramas gratified the voracious appetite of our audience and garnered a positive response across mediums. With the highest brand resonance for our viewers, BBC First has truly become the flagship property for the channel. The third season upheld this legacy and met with immense positive reception with a 5X increase in viewership as compared to four weeks before the launch for the 10 pm time slot.

    Brief us on #ShakenAndStirred campaign.

    Our viewers are evolved, motivated and have a global outlook. They are on the constant look-out for what is new and different along with meaningful engagements. With an abundance of content at their disposal now, it becomes more important than ever to communicate in a way that they feel this is for them. This year’s BBC First block provides our audience a point of deep connection with stories that are powerful and visceral through the shows which are a part of the block. Keeping this is mind, Zee Café took a differentiated approach and launched the campaign #ShakenAndStirred. Through the campaign for BBC First we wanted to bring alive the compelling drama and strong characters that leave a lasting impression on the viewer. The quintessential British phrase, shaken and stirred, emerged as the creative thought as it best describes the impact that the unpredictable British dramas would leave on our viewers.

    The idea was to bring out the uniqueness of each of these contemporary dramas, making it relevant to the Indian viewer. So, we collaborated with an authority in drama – Nawazuddin Siddiqui. Bringing in a local connect with his quintessential demeanour, an excited Nawazuddin, sharing his anticipation for British dramas that promise to leave you not just shaken but also stirred. Collaborating with Nawazuddin Siddiqui helped us build engaging and conversational communication, building a strong point of view for the brand. This truly reflects in the way the campaign was received across platforms with immense positive feedback from readers who appreciated the creative effort.

    Which mediums were used for #ShakenAndStirred campaign?

    We launched the #ShakenAndStirred campaign across on-air and digital platforms and amplified the same through media communication. The aim was to build conversations around British dramas and the unique promo featuring Nawazuddin Siddiqui enabled us to amplify the announcement. Further, as part of the launch, we also engaged with the fans through an exclusive preview clip of Brexit: The Uncivil War which was shared on Zee Café’s social handle, one hour before the on-air telecast. Together, all the activities paved the way for a high-decibel launch of the third season of BBC First.

    How has the responses from advertisers been, on this property?

    While the block has resonated well with our loyal audience, we’ve always managed to partner with some of the most reputable brands who’ve equally appreciated our endeavour. Over the three seasons, we have had brands such as Prestige, Dominos, Hershey’s, L’Oreal, Phillips, and Vicks with most as recurring sponsors on the BBC First block.

    How do you see the growth of English Entertainment channels in Indian market, post NTO?

    The English category on television has been growing steadily over a period of time. In last three years (pre-NTO), the viewership on English GEC genre has grown almost 2.5 times, while the English movie genre has witnessed a 26% growth in viewership and 28% growth in reach, as per BARC India data. Any big change is ought to have teething problems and NTO was no different, as it initially brought a period of flux at ground-level with consumers and distributors being confused about the regime. Largely, channel packs were being picked more on the basis of DPO suggestions. Six months on, we have observed that with increasing awareness of the MRP regime, the subscription numbers are steadily growing.

    What was the impact of NTO on Zee Café?

    One of our recent consumer research studies has reinstated that ‘TV Content is playing a strong role in bringing families together.’ For a lot of urban English consumers, TV is the Go To destination for discovery and effortless viewing. Our studies have suggested that consumers today look for curated content. They don’t want to invest time in trying to decide what best meets their interests. That’s where Zee Café as a channel comes into play. Through the channel's offerings we consistently ensure that all our programming blocks are curated based on audience tastes whether it be a block like BBC First or even Hollywood On Café. For instance, our viewers increasingly look for the latest shows and with our programming block ‘Along With The US’ they get to witness the newest international series that are trending globally and watch it live on Zee Café, before anywhere else. So, the takeaway from this is that the best curators today shall win the game. As per BARC, July 19, AB households, Indian Urban; Zee Café has the highest reach in the category and we are certain that, with growing awareness of the NTO regime, the coming quarter looks promising.

    During the transition period of NTO, ZEEL had launched #WhereIsMyChannel campaign for its English Channel cluster. How well did that campaign work?

    #WhereIsMyChannel has been successful in driving salience and consideration for the English channels amongst the target audience. Within two weeks, we delivered over 25 million sharp targeted video views with strong engagement rates. The campaign has reached to about 58 million viewers on digital and 41.53 million viewers on TV, for the two ad films. In a competitive category with several brands, the campaign has delivered over 70% ad cut-throughs which is quite strong. The ad campaign is being promoted across Zee Network’s social handles and the TV channels on air. The digital video with RJ Balaji, Mallika Dua and Varun Thakur are also a success indicator for the original films which have become a reference point for other unbranded original renditions to be created.

    Overall, it has helped drive subscription for the channel where viewers are now actively involved in the decision-making process. The campaign as also resulted in increased subscription for the Zee English Cluster HD channels, with &flixHD reaching amongst the top two English Movie HD Channels. With increasing awareness of the MRP regime, the subscription numbers are steadily growing.

    What are the challenges faced by English Entertainment channels?

    One of the biggest challenges in the ecosystem undoubtedly has been the NTO. While the English audience is highly involved in their content choices, they were not used to making the purchase decision and typically, the more affluent households would buy subscription annually. Today, there is ~90% awareness about the change, however there was a need to help consumers through the decision funnel, helping them make an active and informed choice. Hence, we launched the #WhereIsMyChannel campaign encouraging consumers towards becoming more active in making a purchase decision for International entertainment on television. Post NTO, we have observed that viewers are now adding premium packs and upgrading to HD channels. This has bolstered English Entertainment as our HD channels have seen a steady growth in subscription.

    Advertisers have spent their major chunk on Sports channels and News channels in the first half of 2019. How do you see the second half of the year especially for niche channels?

    English category caters to a unique set of influential and aspirational audiences, through its high- quality content. At Zee English Cluster, over the years, we have garnered a unique loyal audience base that consistently supports our channels which truly reflects in our movie channels &flixHD and &Privé HD having ranked number 2 and 1 respectively in their category. Premium brands across automobile, telecom, BFSI and FMCG, amongst many other categories, have over the years found a great fit with this category.

    Especially since most of the English content available on OTT has the paywall limitation, brands who want to exclusively target English category, majorly look to associate with this content, come on TV. To reach out to our affluent viewers, they have partnered with us on impact campaigns to drive perception and recall. Moreover, during peak in sports tournaments, television itself witnesses an overall growth in viewers which in turn elevates the viewership of entertainment channels as well. This year &flix launched a campaign #FlixMovieLeague to support the spirit of the sporting events in the country. So, it goes without saying that English category will continue to serve as the best platform for advertisers to reach out to the relevant audience.

    What are the new programming launches on Zee Café?

    With the festive fervour, we are bringing two of our flagship properties on Zee Café namely – Along With The US and Hollywood On Café as part of our festive offering to viewers. Last year, in its 2018 edition, Along With The US grew the 7PM – 10PM slot viewership by 52% (as per BARC, NCCS AB 15-40-Megacities). This year, with present the latest seasons of both popular favourites like Grey’s Anatomy and Supergirl, and new shows such as Carol’s Second Act and The Unicorn we are extremely thrilled to take it a notch up. Moreover, we are truly proud of a property like Hollywood On Café that brings the scale and grandeur of Hollywood on television. As part of the block last year, shows such as The Sinner and The Night Manager witnessed an increase in slot viewership by 55% and 75% respectively. This year, with a collection of shows such as LA’s Finest and The Son we have truly raised the bar and are certain that the festive line-up with resonate well with our discerning audience.

  • &flix reduces Hollywood movie TV premiere window to five months

    &flix reduces Hollywood movie TV premiere window to five months

    MUMBAI: While the general time to bring a Hollywood movie to Indian TV screens has been nine to 12 months, the deal between &flix and Sony Pictures Television is changing the norm. Now, viewers can catch their favourite movies within a few months of launch.

    It will start with Sony Pictures Television’s MIB: International on 20 October 2019. It will also include some other titles from Sony Pictures Television’s library such as Spider-Man: Far From Home, Brightburn, Angry Birds 2, Jumanji: The Next Level, Charlie’s Angels (2019) and Zombieland 2.

    ZEEL English cluster business head Kartik Mahadev said, “The initiative of world television premiere will be a big disruption in the category; address the challenges of consumers and offer movies just three months after release is something that will delight our consumers.”

    He further said, “We are also building further on the Flix First premieres; it is the property where the channel offers viewers an opportunity to watch new theatrical movies before anybody else through premieres. We built on the Flix First premieres delivering the most number of premieres but now we are trying to delight our viewers by bringing movies on television before anywhere else in the world. It’s a world television premiere and it’s a disruption in the category.”

    Mahadev believes that this initiative will address the consumers’ challenge of waiting for the television premiere of their favourite movies.

    “It is to solve the consumers’ challenge. When a movie is theatrically released there is a lot of buzz and excitement around it and movie fans are looking to watch the movie as soon as they can when it reaches the theatre. But by the time it reaches television, there is usually a nine to 12 months window to reach television. So, now that’s what we wanted to solve,” he opined.

    Speaking on the deal with Sony Pictures Television, Mahadev said, “With Sony, we have the first output deal. We’ll also curate a lot of movies on &flix using the Sony library and libraries from other partners.”

    “The roadmap is to be consumer-focused given that we have got a solid franchise in the form of movies and popular marquee content. We are looking to innovate more and give a better cinematic experience as well as give more viewing options. So we are giving consumers an option to watch it in a script format or binge over the weekends,” he said.

    Sharing his thought on &flix’s journey, he said,“&flix recently completed one year and it has reached the top three channels in HD viewership and it is building on brand awareness as a destination for Hollywood blockbuster. It’s a channel which has delivered the most number of premieres in the English movies category.”

  • Shaurya Mehta moves on, Kartik Mahadev names ZEEL’s premium cluster business head

    Shaurya Mehta moves on, Kartik Mahadev names ZEEL’s premium cluster business head

    MUMBAI: Zee Entertainment Enterprises Limited (ZEEL) has elevated Kartik Mahadev to the role of business head of its premium channels cluster post the departure of incumbent Shaurya Mehta last week.

    Mahadev joined ZEEL in February 2019 as Head – Marketing and Communications. Prior to this, Mahadev has worked with Star Network as VP Marketing – Star Sports from May 2017 to January 2019, where he led the brand strategy and communication approach to building a multi-sports culture in the country with impactful community initiatives such as the 'Khelo India School Games' and 'Khelo India Youth Games' that encourage society to play more. He joined Star Network in October 2016 as VP – Channel Maketing Star India.

    For more than two years, Mahadev was also part of Mondelez International. He began his role and led the launch of Cadbury Bournvita Biscuits in India in March 2014.

    Mehta started his career in 2003 as systems associate at GE healthcare. After serving the company for about two years, he joined Deloitte Consulting as the senior consultant. In 2012, he was the co-founder and COO of Ekstop.com and after three years, in 2015, he was the head of Ecommerce at Godrej. In 2017 Mehta was appointed as Essel Group's lifestyle channel- Living Foodz COO and last year he was given the additional role to Head Premium cluster.