As per the recently released BARC weekly data, ZEE Picchar has claimed the second position in the Kannada movies genre with a total of 85.47 million impressions in its month of launch. In an already cluttered market with players who are long-established, this position demonstrates the network’s strong resonance with the consumer interests and sentiments in Karnataka. With ZEE Kannada already holding the leadership position in the market for over a year now, ZEE network is all set to capture a sizeable share of the television viewership. ZEE Picchar’s launch has also been the most successful one the industry has seen in the last 3 years.
Launched with the unique promise of giving its viewers a Hit Dinada Feeling every day, the channel also stands out due to a robust movie library spanning generations and genres and consisting of some of the television’s highest rated movies like Kurukshetra, Doddmane Hudga, Pailwan, The Villain, Hebuli etc. With an innovative content strategy, wherein the channel premiered 12 new movies on 12 days consecutively in a first time ever for this genre, the channel has received an overwhelming response from Sandalwood movie lovers.
Prathyusha Agarwal, Chief Consumer Officer, Domestic Broadcast Business, ZEEL said, “The exceptional performance of ZEE Picchar stands testimony to our network’s extraordinary commitment to be reflective of the cultural core of our viewers in each region that we operate in. With our ‘soul to screen’ approach, we tried to bring alive the love of cinema and celebrate its role in the lives of Kannadigas through this channel. And we are extremely happy that our audiences have given us a “Hit Dinada feeling’ in return by recognising our efforts and appreciating our offering.”
Commenting on the ratings, Raghavendra Hunsur, Business Head of ZEE Kannada and ZEE Picchar said, “I am extremely proud of Zee Picchar’s achievement as it clearly portrays that the channel has found love from Kannadigas, marking a milestone in the Kannada television market. For the first time in three years, a new channel has received as much encouragement and we are deeply humbled by the response. We are certain to only scale upwards from here as we have miles to go to achieve our goal. We are driving the channel’s placement further as we want the channel to be available across all homes for all our viewers in Karnataka. There is much more movie entertainment to come from ZEE Picchar for our all our viewers. We are touched by the overwhelming support of our ardent viewers; we urge everyone to stay indoors and stay safe while having a hit day with ZEE Picchar.”
With a strong library of 350+ films, audience interests’-based programming throughout the day and exclusive titles, the channel is geared up to continue delivering on its strong debut performance and keep winning the hearts and minds of the Kannadigas who love watching movies.
Source: BARC India, Karnataka 2+ U+R, Wk 13’20