Thakur
Banned
- Joined
- 30 Aug 2013
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MUMBAI: Zee Studio is broadening its content slate while targeting younger viewers. Dropping the ‘Hollywood on TV’ tag, the channel’s strategy is to show all genres and kinds of movies.
Shaping this strategy is Sharlton Menezes who was promoted in October 2014 to head content and marketing at Zee Studio and Zee Café.
Speaking to TelevisionPost.com, Menezes said that he saw an opportunity for the channel to showcase different kinds of movies. “The idea was to expand our content offering.
We saw that channels were featuring action content and not showing other kinds of genres.
We decided to air movies in different genres including comedy, romantic comedy, animation, adventure, and action.
We came out with a proposition that we will show all types of movies.” Rebranding Zee Studio was rebranded to reflect that it showed all kinds of movies.
Guided by Argentinean agency Media Luna, the logo, look and feel of the channel was changed. “A certain amount of fatigue had come on to the channel.
Media Luna worked with us on the on-air rebranding. We had worked with them earlier on Zee Cafe.
They understand the pulse of the Indian media consumer,” said Menezes.
The whole process took around three months. “We decided on a younger image.
Our new ideology is ‘See it all’, which aims to convey the simple thought to viewers that you can see different types of movies, actors, different kinds of content variety. Earlier, we had a line called ‘Hollywood on TV’.
But we saw that there was clutter around the use of the word ‘Hollywood’,” explained Menezes.
Zee Studio used to attract an older set of viewers. That seems to have undergone a change.
Menezes said that the channel is getting a lot of traction in the 15–24 SEC A, B TG. “Our overall TG is 15–44 SEC A, B.
We are now a top three player in the category over the past few weeks (8 metros, C&S SEC A, B 15–44).
We have to maintain this performance for the year.” On the content acquisition front, Zee Studio has got second-run output deals with Disney and Paramount. “Our library strength is now 400 movies.
If a first output deal opens up, we will look at it.
We will not buy if it is too expensive or if we don’t see any commercial sense in it,” Menezes averred.
Read more at:
http://www.televisionpost.com/television/zee-studio-looks-to-broaden-content-slate-target-younger-viewers/
Shaping this strategy is Sharlton Menezes who was promoted in October 2014 to head content and marketing at Zee Studio and Zee Café.
Speaking to TelevisionPost.com, Menezes said that he saw an opportunity for the channel to showcase different kinds of movies. “The idea was to expand our content offering.
We saw that channels were featuring action content and not showing other kinds of genres.
We decided to air movies in different genres including comedy, romantic comedy, animation, adventure, and action.
We came out with a proposition that we will show all types of movies.” Rebranding Zee Studio was rebranded to reflect that it showed all kinds of movies.
Guided by Argentinean agency Media Luna, the logo, look and feel of the channel was changed. “A certain amount of fatigue had come on to the channel.
Media Luna worked with us on the on-air rebranding. We had worked with them earlier on Zee Cafe.
They understand the pulse of the Indian media consumer,” said Menezes.
The whole process took around three months. “We decided on a younger image.
Our new ideology is ‘See it all’, which aims to convey the simple thought to viewers that you can see different types of movies, actors, different kinds of content variety. Earlier, we had a line called ‘Hollywood on TV’.
But we saw that there was clutter around the use of the word ‘Hollywood’,” explained Menezes.
Zee Studio used to attract an older set of viewers. That seems to have undergone a change.
Menezes said that the channel is getting a lot of traction in the 15–24 SEC A, B TG. “Our overall TG is 15–44 SEC A, B.
We are now a top three player in the category over the past few weeks (8 metros, C&S SEC A, B 15–44).
We have to maintain this performance for the year.” On the content acquisition front, Zee Studio has got second-run output deals with Disney and Paramount. “Our library strength is now 400 movies.
If a first output deal opens up, we will look at it.
We will not buy if it is too expensive or if we don’t see any commercial sense in it,” Menezes averred.
Read more at:
http://www.televisionpost.com/television/zee-studio-looks-to-broaden-content-slate-target-younger-viewers/
