Thakur
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The Punit Goenka-led Zee Entertainment Enterprises Ltd (ZEEL) has got into a hyper-refresh mood, revamping its channels, one after the other. First, it announced the relaunch of Zindagi, and now it’s the turn of Zee Classic.
Known for showcasing movies from the sixties, seventies and eighties and nineties era, the channel is being revamped on 3 October with a new positioning and programming line-up. The reason: it has ambitious plans to expand its target audience, and thus its viewership.
The management says it has come up with a disruptive programming idea: catalogue movies from each era into a separate time band. The channel claims that the Zee Classic is the first Indian Hindi movie channel to initiate this, and has roped in the Bollywood heartthrob Arjun Kapoor to be the channel’s ambassador.
“At Zee, we have the largest library of movies, and now Zee Classic is adopting a strategic time-band approach instead of the the routine FPC approach,” say Zee Hindi movie cluster business head Ruchir Tiwari. “This strategy is a result of meticulous planning, acquisition and programming for an entire year which will ensure that Zee Classic caters to all kinds of viewers.”
The library that Tiwari is referring to is 500-plus strong and includes movies over four decades – possibly catering to three generations – and hence, the channel’s proposition "Woh Zamaana, Kare Deewana", and the revamp campaign theme "Aaj Ka Classic."
The time bands that have been introduced include:
The ‘Best of 80s and 90s’ that will showcase hits from decades that saw the emergence of more than 10 superstars ranging from Jackie Shroff, Sunny Deol, Mithun Chakraborty, Anil Kapoor to the three Khans, Govinda and Akshay Kumar.
‘The '70s Mix’ will showcase blockbusters from the 1970s, an era that reflected the nuances of the society, but turned out to be preeminently a decade of the ‘angry young man’, action movies and melodious music.
‘Shaandar Sixties’ will present movies of the 1960s, a decade that saw the rise of the popular romantic genre. The golden era of ‘Black and White’ that set the foundation of the Hindi film industry will include masterpieces that will transport spectators back in time.
Highlighting this shift, will be exclusively curated movie festivals like Jhakaas Kapoor Festival, Har Din Bachchan, Shah Rukh Khan B’day Special, among many others and specials like ‘Timeless Asha.’
Earlier, Zee Classic was targeted at mature adults – which served as a niche - but it attracted younger audiences too. The channel has now dissected its viewers into the connoisseurs of golden cinema, the middle-aged adults, the new-age classic as well as contemporary young adults. “From the channel’s perspective, the core, however, will be the 25- 45 years age group,” says Tiwari. “UP is the biggest market, and for us the northern belt is a priority.”
http://www.indiantelevision.com/television/tv-channels/gecs/zee-classic-refreshes-in-attempt-to-attract-mass-audiences-160929
Known for showcasing movies from the sixties, seventies and eighties and nineties era, the channel is being revamped on 3 October with a new positioning and programming line-up. The reason: it has ambitious plans to expand its target audience, and thus its viewership.
The management says it has come up with a disruptive programming idea: catalogue movies from each era into a separate time band. The channel claims that the Zee Classic is the first Indian Hindi movie channel to initiate this, and has roped in the Bollywood heartthrob Arjun Kapoor to be the channel’s ambassador.
“At Zee, we have the largest library of movies, and now Zee Classic is adopting a strategic time-band approach instead of the the routine FPC approach,” say Zee Hindi movie cluster business head Ruchir Tiwari. “This strategy is a result of meticulous planning, acquisition and programming for an entire year which will ensure that Zee Classic caters to all kinds of viewers.”
The library that Tiwari is referring to is 500-plus strong and includes movies over four decades – possibly catering to three generations – and hence, the channel’s proposition "Woh Zamaana, Kare Deewana", and the revamp campaign theme "Aaj Ka Classic."
The time bands that have been introduced include:
The ‘Best of 80s and 90s’ that will showcase hits from decades that saw the emergence of more than 10 superstars ranging from Jackie Shroff, Sunny Deol, Mithun Chakraborty, Anil Kapoor to the three Khans, Govinda and Akshay Kumar.
‘The '70s Mix’ will showcase blockbusters from the 1970s, an era that reflected the nuances of the society, but turned out to be preeminently a decade of the ‘angry young man’, action movies and melodious music.
‘Shaandar Sixties’ will present movies of the 1960s, a decade that saw the rise of the popular romantic genre. The golden era of ‘Black and White’ that set the foundation of the Hindi film industry will include masterpieces that will transport spectators back in time.
Highlighting this shift, will be exclusively curated movie festivals like Jhakaas Kapoor Festival, Har Din Bachchan, Shah Rukh Khan B’day Special, among many others and specials like ‘Timeless Asha.’
Earlier, Zee Classic was targeted at mature adults – which served as a niche - but it attracted younger audiences too. The channel has now dissected its viewers into the connoisseurs of golden cinema, the middle-aged adults, the new-age classic as well as contemporary young adults. “From the channel’s perspective, the core, however, will be the 25- 45 years age group,” says Tiwari. “UP is the biggest market, and for us the northern belt is a priority.”
http://www.indiantelevision.com/television/tv-channels/gecs/zee-classic-refreshes-in-attempt-to-attract-mass-audiences-160929
