ITV

Tag: Samrat Ghosh

  • Zee unlocks Bengal’s TV potential with a two-pronged attack

    Zee unlocks Bengal’s TV potential with a two-pronged attack

    MUMBAI: While West Bengal might be lagging behind the national average in TV penetration, Zee Entertainment Enterprises Ltd (ZEEL) isn’t just seeing a gap, they’re seeing a blooming opportunity. With over 15.3m TV households, the state’s 66 per cent penetration (compared to a national 71 per cent) means there’s a whopping headroom for growth, as Samrat Ghosh, who is the chief cluster officer – East, North and Premium cluster, declares with a grin smile on his face.

    “There are a large chunk of consumers who are yet to see their stories being told on screen,” Ghosh states, adding that India’s robust rural growth story is mirrored in Bengal, where the urban-rural split currently stands at a tantalising 47:53. This, he suggested, is a clear signpost. “Somebody has to come and tap into it,” says Ghosh, and Zee, ever the shrewd operator, is more than ready to do the tapping.

    The Bangla General Entertainment Channel (GEC) market has traditionally been a bit of a duopoly, with Zee Bangla and Star Jalsha hogging a staggering 85 per cent of the viewership. The rest, including Sun Bangla, Akash Bangla, Sony Aath, and Colors Bangla, are left scrapping over a measly 15 per cent. “This is an opportunity for us,” Ghosh asserts, highlighting the “need for a very strong number three player” to shake things up.

    Enter Zee Bangla Shonar, the conglomerate’s strategic new venture designed to complement Zee Bangla and target those previously underserved segments. “With Zee Bangla and Zee Bangla Shonar together, we want to create a very, very synergistic ecosystem,” Ghosh explains.

    While the venerable Zee Bangla will continue its broad mass appeal and legacy format of storytelling, the new kid in town, Zee Bangla Shonar, will be all about experimental formats, refreshing content, innovative shows etc and also aims to consolidate Zee’s leadership journey in the West Bengal market.

    Interestingly, while Zee Bangla has traditionally targeted urban female audiences (25+), Zee Bangla Shonar is boldly setting its sights on male viewers (30+). “This isn’t about alienating the female base. 98 per cent of homes are still sitting on televisions, but about addressing a blue ocean strategy to serve a distinct need,” he explains.

    “There is no dedicated channel which is also talking to these male audiences, representing their stories on screen,” Ghosh further points out, seeing this as a golden ticket to boost overall advertising revenue by attracting brands whose core target is male.

    Despite West Bengal’s internet access (80 per cent) being slightly below the national average (87 per cent), television still reigns supreme. “It is still an aspirational medium because at the end of the day television caters to the entire needs of the family,” states Ghosh. Zee’s content philosophy, even for the new channel, isn’t about edgy, uncomfortable viewing; it’s about content designed to help the entire family to come together.

    Jalaluddin Mondal, another voice from Zee, who is the chief channel officer of Zee Biskope & Zee Bangla Shonar, chimed in on the content strategy for the new kid in town. Expect innovation in terms of the format and theme, with a focus on areas like crime investigation, travelogues (something largely untouched in the GEC space), and slice-of-life stories. Non-fiction will see fresh formats, including a unique singing competition featuring Jugalbandi between vocalists and instrumentalists, and a gamified “couples compatibility” show offering prizes of up to Rs one lakh daily. “There’ll also be snackable content like prank shows and spooky narratives, plus investments in acquiring and producing original movies, some even getting a cinematic release before a channel premiere,” concludes Mondal.

    On the surge of old shows making a comeback across the industry, both dismissed the idea of a “lack of content”. Instead, they argued it’s about “bringing back the nostalgia factor amongst the audiences,” leveraging “iconic characters” that people still adore. While new stories are crucial, the emotional connection to established characters is a powerful hook. They conclude by saying, “At the core, you have to understand the consumer for a successful design of a content.” 

    (If you are an Anime fan and love Anime like Demon Slayer, Spy X Family, Hunter X Hunter, Tokyo Revengers, Dan Da Dan and Slime, Buy your favourite Anime merchandise on AnimeOriginals.com.)

  • Zee Café unveils ‘Just Talk Sneakers’ show

    Zee Café unveils ‘Just Talk Sneakers’ show

    Mumbai: Just Talk Sneakers, a new feature show on Zee Café, will explore sneaker culture and its rising influence in India. The series will include engaging conversations with celebrities, highlighting subcultures, personalities, and trivia related to sneakers. Each episode will provide an immersive experience as celebrity guests share personal stories and insights from the “sneakerverse.” Hosted by sneaker enthusiast and talk show host Mihir Joshi, the show premieres on 6 October (Sunday) at 8:30 pm, with new episodes airing every Sunday.

    The series features a lineup of celebrities, including Tanuj Virwani, Manav Chabbra, Unnati Malharkar, Akash Dodeja, Simran Dhanwani, Malini Agarwal, Sangeet Paryani, and Nisha Lulla. The show will provide a platform for viewers to learn sneaker lingo, facts, and explore the growing sneaker market in India.

    Chief cluster officer – East, North & premium cluster, Samrat Ghosh expressed his excitement about the launch, “At Zee Café, we prioritize understanding our youth-driven audience by identifying key subcultures and creating tailored content that truly resonates with them. By tracking evolving interests and cultural shifts, we deliver engaging experiences that captivate our viewers. This approach has positioned us as pioneers in introducing innovative concepts that connect with niche communities ahead of the competition.”

    Chief channel officer – English and zest, Rishi Parekh said on the launch, “As part of our English cluster, we’ve identified and tapped into emerging subcultures within our target audience. Our Anime Fan Fest attracted over 20,000 attendees across two cities, showcasing the immense interest in this genre. Building on this momentum, we’re thrilled to introduce Just Talk Sneakers with Mihir Joshi. The aim is to further expand Zee Café’s footprint in vibrant, youth-driven communities.”

    Zee Entertainment Enterprises’ chief growth officer – digital & broadcast revenue, Ashish Sehgal expressed his excitement on the launch, “Shows like Just Talk Sneakers provide a unique platform to engage with today’s youth by tapping into their passions and interests. Zee continues to focus on bringing content for every type of audience by identifying key subcultures and this show has been curated to resonate with the youth and create targeted and impactful experiences for them. We believe such refreshing content is a perfect fit for brands and sponsors where they can create stronger connections with this demographic and boost their visibility by integrating their messaging in an authentic way.”

    Zee – national sales head – brand works sales, youth cluster & influencer marketing – Sonal Shah: “This collaboration with Hell Energy and Ather is a perfect match for Just Talk Sneakers. Both brands exude energy, spontaneity, and a sense of movement, making them ideal partners for a show that celebrates youth culture and staying on the go. We’re confident this partnership will create long-lasting connections and elevate the experience for the youth community.”  

    Just Talk Sneakers will have eight episodes with new episodes airing every Sunday. The show will also be available on Zee Café’s YouTube channel.

  • ZEE5 and Zee Café announce a sci-fi thriller series, Loop 11:47

    ZEE5 and Zee Café announce a sci-fi thriller series, Loop 11:47

    Mumbai: Prepare for a jaw-dropping experience as ZEE5, India’s largest home-grown video streaming multilingual storytelling platform and Zee Café are set to elevate the viewing experience with the debut of Zee Café’s first digital series, Loop 11:47. The groundbreaking sci-fi comedy thriller presented in the vibrant Hinglish format blends the genres of science fiction, comedy, and thriller. It will premiere on 5 July on ZEE5 and Zee Café’s YouTube channel. Following its digital debut, the show will also premiere on Zee Café channel on 22 July, providing multiple platforms for audience engagement.

    The series follows three disillusioned friends—Varun (Akashdeep Arora), an aspiring musician; Nirvaan (Qabeer Singh), an ambitious corporate executive; and Bhavik (Keshav Sadhna), an optimistic influencer—who embark on a getaway to explore a mysterious lake. What begins as an escape from their daily routines takes a twist when they find themselves trapped in an inexplicable time loop, unfolding a thrilling and captivating adventure.

    Loop 11:47 is set to deliver an enthralling journey filled with exhilarating moments and humorous twists, ensuring a captivating experience from beginning to end. Whether viewers are drawn to intense drama, lighthearted humor, or mind-bending plot twists, this series promises something for everyone.

    ZEE5 India head, AVOD marketing and YouTube revenue Abhirup Datta stated, “We are delighted to present ‘Loop 11:47’ to our audience, a groundbreaking sci-fi comedy thriller that merges genres to deliver an immersive viewing experience. At ZEE5, our commitment to offering innovative and engaging content that resonates with our viewers is unwavering. This series exemplifies our dedication to push creative boundaries, ensuring an exciting journey for our audience. With its dynamic storyline and Hinglish format, ‘Loop 11:47’ seamlessly blends science fiction, comedy, and thriller elements. This multi-platform release strategy ensures viewers can enjoy the series at their own convenience”.

    Zee Entertainment Enterprises Ltd chief cluster officer – West, North, and premium channels Samrat Ghosh said, “We are delighted to unveil our first fiction series ‘Loop 11:47’ on Zee Café. This innovative blend of sci-fi, comedy, and relatable themes aligns with our ongoing commitment to delivering fresh and engaging content to young Indian audiences. Zee Café, known for its diverse portfolio of popular international series, engaging reality shows, and original programming, continues to cater to the evolving tastes of contemporary viewers. ‘Loop 11:47’ is expected to provoke thought, evoke laughter, and resonate with audiences nationwide.”

    Chief channel officer – English cluster and Zest, Rishi Parekh added, “Loop 11:47’ exemplifies Zee Café’s dedication to pushing creative boundaries and exploring novel concepts. With a commitment to connecting with the Gen Z audience through initiatives like Anime Fan Fest and localized programming such as ‘Breaking Bad’ and ‘Better Call Saul’ in Hindi, we aim to offer content that resonates deeply. The content promises to deliver an engaging, relatable viewing experience that reflects our ethos of bridging cultural divides with globally resonant content infused with local flavour. This distinctive series is poised to captivate a broader audience, reinforcing Zee Café’s stature as a premier entertainment destination nationwide”.

    Get ready for an unforgettable adventure with “Loop 11:47”.

    Featuring a compelling storyline, dynamic characters, and an innovative concept, this series is a must-watch. Tune in and immerse yourself in the thrilling world of “Loop 11:47” – soon to your screen!

  • 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 Bangla welcomes Durga Pujo season with a grand design refresh

    Zee Bangla welcomes Durga Pujo season with a grand design refresh

    Mumbai: Zee Bangla, a prominent name in the Bangla entertainment  industry, has ushered in the festive season of Durga Pujo with a spectacular unveiling of its redesigned aesthetics, dedicated to enhancing the overall viewing experience. Timed perfectly with the auspicious occasion of Mahalaya, the channel’s design philosophy now reflects the rich cultural heritage of Bengal, embracing the vibrant spirit that defines the region. Central to this transformation is the symbol of the ‘fish’, deeply ingrained in Bengali culture. An omnipresent figure in the life of every Bengali, the ‘fish’ marks this new beginning with the promise of success, prosperity, and progress.

    The innovative design strategy, rooted in the latest advancements in “Neuroscience,”  maximises business impact by boosting brand partner visibility and ensuring greater platform recall. This scientific approach, built on a holistic understanding of the consumer journey across broadcast and digital platforms, enhances information retention and captures viewer attention for an unparalleled experience.

    Expressing his enthusiasm, Zee Entertainment Enterprises Ltd chief cluster officer – East Samrat Ghosh said, “Zee Bangla has always been deeply connected with the hearts of the Bengali viewers. As we usher in the auspicious occasion of Pujo, we wanted to bring a fresh and enhanced viewing experience to our consumers, enabling them to rejoice in the festivities with their loved ones. To further deliver on our brand promise of ‘Notun  Chhondey Likhbo Jibon’, this year we are urging each Bengali to take a resolution – ‘Amra  Bhaalo Rakhbo Maa,’ – uniting all to pave the path toward a brighter tomorrow.”

    Speaking on the new development, Zee Entertainment Enterprises Ltd chief marketing officer – content SBU Kartik Mahadev said, “Our unwavering mission at ZEE has always been to consistently craft and deliver extraordinary experiences to our viewers. As our stories touch the lives of millions, our design philosophy, rooted in our ‘Soul to Screen’ approach,  becomes an authentic reflection of our audience’s world. Led by this, Zee Bangla finds its new design expression in the ubiquitous ‘fish’ – a central figure, holding its place of pride in many traditions across Bengal. The fresh interface captures the Bangaliana energy and verve,  symbolizing the channel’s zeal to chart its next phase of growth, further solidifying ZEE  network’s commitment to continuously create value for our viewers and build deeper connection with our brands.”

    Zee Bangla business head Navnita Chakraborty added, “Our brand refresh is a celebration of the Bengali culture and takes inspiration from the vibrant spirit of our viewers. It represents our dedication to providing content that resonates and inspires. We are excited to embark on  this journey and are confident that the audiences will continue to shower their love and  support for Zee Bangla going forward as well.”

    Zee Bangla’s metamorphosis revolves around the theme of ‘Vibrance,’ encapsulating the burgeoning inner strength and unwavering confidence of Naya Bharat that is venturing into uncharted territories with unparalleled vigour. This distinctive design philosophy finds its expression through the visual metaphor known as the ‘Circle of Spark,’ illuminating life’s most pivotal moments with impactful stories and aspirational characters.

    In the spirit of elevating Pujo celebrations, Zee Bangla has given a unique twist to “Sabaike Bhalo Rakho Maa” – a phrase used in every Durga Puja with reverence. A promise to the  Goddess of keeping everyone well has been brought to life with the new expression – “Amra Bhalo Rakhbo Maa” – an offering to the Goddess from all of us.

    Furthermore, Zee Bangla is taking inspiration from the age-old Bangla saying, ‘Baro Mashe Tero Parbon,’ which translates to celebrating 13 festivals in just 12 months. The channel is recreating 10 of these rituals with its main characters, each engaging in various festivities. For instance, Porna will be part of the Kajol Utsav, while Simul and her friends will dance to  Tushu’s tunes, adding a touch of nostalgia and the true essence of Bangaliana to this festive season. These hyper-local cultural expressions of ‘Banglar Utsab Banglar Garbo’ will allow Zee  Bangla to connect at the grassroots level, depicting diverse festival celebrations across Bengal in our vibrant new brand world.

    By creating inspiring, immersive, and interactive experiences, the new chapter in Zee Bangla’s journey aligns with the larger network-level effort to prioritise consistency in consumer experience, as it continues to navigate the ever-changing entertainment landscape.

  • 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.

  • West Bengal consumers look for relatable and aspirational content: Zeel’s Samrat Ghosh

    West Bengal consumers look for relatable and aspirational content: Zeel’s Samrat Ghosh

    New Delhi: After a successful national run, Zee Entertainment Enterprises (Zeel) forayed into the West Bengal market in the year 1999, and Zee Bangla became the first Bengali TV channel to be launched in the country. Over two decades later, the channel continues to enjoy a strong presence in the regional market with several successful shows that connected with the local masses. It further bolstered its regional genre with the launch of the sister channel, Zee Bangla Cinema in 2012.

    As part of the inaugural edition of the Tele-wise Bangla summit, Indiantelevision.com, CEO and editor-in-chief Anil Wanwari got in a fireside chat with Zee Entertainment Enterprises Ltd (Zeel), cluster head, Samrat Ghosh who spearheaded the network’s journey to the east.

    Ghosh has been a member of Zeel for over two decades. He took over Zeel’s Bangla business in 2014 and has been responsible for overseeing a bouquet of channels which includes Zee Bangla, Zee Bangla Cinema, Zee Sarthak, Big Ganga, and Zee Biskope. The conversation delved upon the various facets of the network’s growth in the Bangla market, the psyche of local consumers, channel’s content offering, and the brand’s philosophy. 

    Edited excerpts:

    On Zee Bangla’s journey so far and the challenges along the way

    Zee Bangla had already established a strong brand identity when I took over the channel’s business in 2014. It was perceived to be a pioneer in the non-fiction space and had some advantages over several established brands. In the fiction space, we had some flashes of brilliance here and there. My main objective at that time was to further strengthen this brand identity, create brand equity and transform the brand into ‘a brand of love and relevance’. Adopting a consumer-centric approach is the key to success. So, we reached out to consumers and gained loads of consumer insights, and started designing our products accordingly which was all-inclusive. This inclusiveness helped us to get a wide spectrum of audiences and top the viewership charts. We brought lots of cultural relevance in fiction and non-fiction shows to build more engagement among viewers and remained invested in content.

    On selecting stories in the culturally rich east market

    Bengal consumers are very different from other regional markets. They are bilingual, well-read, and well-informed. The state literacy level is also high at 77 per cent and they are culturally very sensitive. They also look forward to something new all the time, which also makes them extremely loyal to the brand. If the brand talks in their language and understands their needs, then they remain faithful to the brand. They look forward to a unique blend of content offering, where their values are also embedded. Such content resonates well with Bengal consumers. We have also done biopics, including the one on Netaji Subhash Chandra Bose which was well-accepted by the audiences. Bengal consumers lap up content if it is relevant to them and appeals to their aspirations.

    On the choice between chasing ratings and a good story 

    Rating is a by-product of the content that you create. We have always embraced a consumer-centric approach. We take consumer insights to make the content more relatable and aspirational for our viewers. If we can create content like that with relevant storytelling, then the rating is bound to follow. We reach out to consumers before the launch of the product and after launch too. They are quite excited to dissect the product and tell about likes and dislikes, so content correction also happens along the way.

    On reaching out to non-Bengali consumers nationally 

    In the non-fiction space, we have had some reality shows which developed into cult brands in the market. We had a quiz show, called Dadagiri with Sourav Ganguly and Dance Bangla Dance, and the vernacular season of Sa Re Ga Ma Pa. Many non-Bengali consumers also watch some of our shows and find them relevant. Many shows have travelled to other parts of the country within the Zeel network. So, we have catered to a wide spectrum of audiences.

    On whether Bengali consumer is programme-loyal or channel-loyal

    Both exist in the Bangla market. First and foremost, the Brand inertia and affinity in a typical Bengali consumer is very high. So, if you win their heart once, they will remain loyal to you for a very long time. There is a high brand loyalty among the Bengali audiences. If the content is relatable and it appeals to their aspirations, then there is always an appetite for consumption. They will wait a year after year if they develop an affinity for a show. Some shows have been running on the channel for years. But most importantly, the content has to be relatable to them.

    On genres that Bengali viewer binges on

    Any kind of content that has high cultural relevance will always resonate with the consumer. When he sees that the brand understands their needs, they develop an affinity for it. Localised content drives engagement and regional channels always have a higher ability to connect with consumers. The show Didi no 1 is a game show for women and it appeals to their aspirations. At the core, the brand has to be consumer-centric.

    On the challenges in finding talent in writing and acting, and unique solutions adopted

    Bengali TV industry has seen an upsurge in content production in the last decade and ramping up of content production hours. So, the growing demand has led to a short supply of talent for acting, writing, etc. So, we have embraced multiple ways to overcome this challenge. First, we have widened our production eco-system and we are now collaborating not only with established production houses, but the emerging ones too. Secondly, we are producing in-house shows to nurture new talent. Thirdly, we have launched a talent nurturing platform, YesBangla.com for searching for new and nurturing talent. The response has been great for acting, but for screenwriting, it is limited so far.

    On the OTT boom and impact on TV

    Both complement each other. TV works in the family space, while OTT is in personal space. Both platforms cater to a different set of audiences and both will co-exist. If you see, 95 per cent of video consumption is in vernacular, so OTT will grow. But, in West Bengal, for instance, there is 60 per cent penetration of TV. So, there is a lot of headroom for growth there too.

    On some successful partnerships with brands and advertisers

    We have had a couple of examples in the recent past. We believe in providing a value proposition to our advertising clients. We collaborated with Senco Gold and Diamonds, a jewellery brand for a show based on a jewellers’ family. So, while the brand utilized the platform and used it to launch new product ranges, it also lent huge insights for us, especially while taking our main protagonist for workshops. So, we keep doing a lot of integrations, Dadagiri was another such TV show. We have witnessed continuous support from our advertisers who see immense value in the collaboration. At Zeel, we provide a holistic proposition to advertisers, creating a win-win for the channel and the advertisers. 

    (The virtual summit – Zee Bangla was organised by Indiantelevision.com in partnership with Zee Bangla on 29 June and witnessed insightful sessions with representatives from television, advertising, and media.)

  • Zee Bangla salutes the spirit of motherhood

    Zee Bangla salutes the spirit of motherhood

    New Delhi: Mothers have been a symbol of care, nurturance, and sacrifice of self over others. A year into the pandemic the sheer desperation and helplessness around us have made all of us more compassionate and caring.

    In these troubled times, Zee Bangla pays homage to ‘motherhood’ by celebrating the latent motherly instinct in all of us. Leveraging a unique linguistic facet of the Bengali language and culture which does not distinguish action between genders, Zee Bangla has developed a digital video to celebrate the inherent motherly affection in all of us. This film builds on the “concept of motherhood” from a parenting lens.

    The channel has developed a digital video in conceptualization with L & K Saatchi & Saatchi to celebrate the inherent motherly affection in all of us.

    Sharing his views on the campaign, Zee, cluster head, east, Samrat Ghosh said: “Zee Bangla, in line with its brand promise to stay closer to the spirit of Bengali culture and language, has always celebrated the peoples’ desire to overcome their inner shackles to chart a path towards a better tomorrow. This campaign further builds a new way of looking at the true spirit of motherhood to imbibe a sense of compassion and care amongst all. We believe this campaign will manifest our brand belief ‘Notun Chande Likhbo Jibon (orchestrating life in a new rhythm) and strengthen it further.”