Dinesh jain
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MUMBAI: Encouraged by the growth witnessed
by smaller movie channels due to cable TV
digitisation and expansion of TV viewership
measurement to LC1 markets, Zee Entertainment
Enterprises Ltd (ZEEL) is planning to revamp its
action-oriented Hindi movie channel Zee Action.
“Our three channels Zee Cinema, Zee Classic
and &pictures are comfortably settled, so it’s
time for Zee Action to get more aggressive. We
believe that Zee Action can drive more
viewership. It has to evolve and get a big
revamp,” ZEEL deputy business head of Hindi
movie cluster Ruchir Tiwari said.
ZEEL has a portfolio of seven movie channels
including five standard-definition (SD) and two
high-definition (HD) channels. The SD channels
include Zee Cinema, &pictures, Zee Classic, Zee
Action and Zee Premier. It has two HD channels,
namely Zee Cinema HD and &pictures HD.
Tiwari said that there is a need to promote Zee
Action to raise awareness about the channel:
“Right now, it’s more about awareness challenge
and we need to shout more about the channel
and make people more aware.”
Without elaborating further on the revamp
details, Tiwari said that the idea is to lend more
visibility to Zee Action.
Zee Action airs Bollywood action movies as well
as dubbed South Indian and Hollywood action
movies. Dubbed South Indian movies, in
particular, have gained a lot of traction among
viewers in the Hindi-speaking market (HSM).
Tiwari noted that action as a category has once
started gaining traction among viewers post
Salman Khan’s hit action film ‘Dabangg’.
Action films were once the dominant narrative in
Indian cinema; however, they became fewer in
number as other genres like comedy, thriller and
romantic films exploded.
“There is humungous potential for action.
Therefore, we are getting more aggressive on
Zee Action. Cable TV digitisation and the
addition of LC1 towns to the TAM universe have
made it a more compelling proposition,” Tiwari
asserted.
Zee Classic, Zee Action and Zee Premier are
meant only for digital platforms. With digitisation
of 41 cities in Phases I and II, these channels
have got more visibility as distribution
proliferated.
New channel launches expand the genre
While the launch of new channels has led to
fragmentation in the category, it has, at the
same time, expanded the genre.
“New launches have contributed to the expansion
of the genre. On the whole, the pie has
expanded, plus the new channels have also
eaten into the share of existing channels,” Tiwari
stated.
Tiwari said that the launch of new channels has
also meant more choices for viewers as they are
offering alternative content to audience. “It is
only good that more channels are getting
launched because end of the day the consumer
ZEEL plans to revamp Hindi action movie channel Zee Action | TelevisionPost.com
by smaller movie channels due to cable TV
digitisation and expansion of TV viewership
measurement to LC1 markets, Zee Entertainment
Enterprises Ltd (ZEEL) is planning to revamp its
action-oriented Hindi movie channel Zee Action.
“Our three channels Zee Cinema, Zee Classic
and &pictures are comfortably settled, so it’s
time for Zee Action to get more aggressive. We
believe that Zee Action can drive more
viewership. It has to evolve and get a big
revamp,” ZEEL deputy business head of Hindi
movie cluster Ruchir Tiwari said.
ZEEL has a portfolio of seven movie channels
including five standard-definition (SD) and two
high-definition (HD) channels. The SD channels
include Zee Cinema, &pictures, Zee Classic, Zee
Action and Zee Premier. It has two HD channels,
namely Zee Cinema HD and &pictures HD.
Tiwari said that there is a need to promote Zee
Action to raise awareness about the channel:
“Right now, it’s more about awareness challenge
and we need to shout more about the channel
and make people more aware.”
Without elaborating further on the revamp
details, Tiwari said that the idea is to lend more
visibility to Zee Action.
Zee Action airs Bollywood action movies as well
as dubbed South Indian and Hollywood action
movies. Dubbed South Indian movies, in
particular, have gained a lot of traction among
viewers in the Hindi-speaking market (HSM).
Tiwari noted that action as a category has once
started gaining traction among viewers post
Salman Khan’s hit action film ‘Dabangg’.
Action films were once the dominant narrative in
Indian cinema; however, they became fewer in
number as other genres like comedy, thriller and
romantic films exploded.
“There is humungous potential for action.
Therefore, we are getting more aggressive on
Zee Action. Cable TV digitisation and the
addition of LC1 towns to the TAM universe have
made it a more compelling proposition,” Tiwari
asserted.
Zee Classic, Zee Action and Zee Premier are
meant only for digital platforms. With digitisation
of 41 cities in Phases I and II, these channels
have got more visibility as distribution
proliferated.
New channel launches expand the genre
While the launch of new channels has led to
fragmentation in the category, it has, at the
same time, expanded the genre.
“New launches have contributed to the expansion
of the genre. On the whole, the pie has
expanded, plus the new channels have also
eaten into the share of existing channels,” Tiwari
stated.
Tiwari said that the launch of new channels has
also meant more choices for viewers as they are
offering alternative content to audience. “It is
only good that more channels are getting
launched because end of the day the consumer
ZEEL plans to revamp Hindi action movie channel Zee Action | TelevisionPost.com
