Thakur
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Zee Café’s content strategy is to grow its binge viewing initiative, continue with the stripped format from Monday to Friday and introduce a local show. Incidentally, Zee Café has long-term deals with Warner, Disney, CBS and Fox.
Encouraged by the response to the airing of the entire third season of ‘House of Cards’ over a weekend in the preceding quarter, Zee Café is looking to do more of the same going forward.
Speaking to TelevisionPost.com, Zee Café/Zee Studio content head Sharlton Menezes said the aim was to create a lot of buzz for the Zee Café brand.
“The goal was to become a talking point for viewers and get them talking about a Zee Café initiative through very effective promotion of a show.
We also felt that it was mundane the way in which shows are put on air nowadays. Binge viewing has become a phenomenon.
To my knowledge, this is the first time anybody did this. “It is a good way to make an impact with a marquee show.
We have seen it with the marathon that we do every weekend. A lot of people prefer watching a whole show back to back on the weekend.
We launched the show the same way it is on Netflix. Viewers can watch all episodes over two days.”
The aim going forward is to do the binge initiative more frequently and offer completely new shows. “We want to maintain the uniqueness of the property—’Grand Premiere Weekends’.
Hence, we will not offer old shows or older seasons in this initiative. We want to do this initiative at least once in two months.”
He added that online piracy was one reason for the binge experience for ‘House of Cards’.
“Piracy was one reason but then the binge phenomenon has also picked up in India.”
At the same time, the stripped format from Monday to Friday is still relevant.
“People watch TV on weekdays. It is just that people spend more time watching TV on weekends.
Read more at:
http://www.televisionpost.com/television/zees-plans-to-grow-its-english-channels/
Encouraged by the response to the airing of the entire third season of ‘House of Cards’ over a weekend in the preceding quarter, Zee Café is looking to do more of the same going forward.
Speaking to TelevisionPost.com, Zee Café/Zee Studio content head Sharlton Menezes said the aim was to create a lot of buzz for the Zee Café brand.
“The goal was to become a talking point for viewers and get them talking about a Zee Café initiative through very effective promotion of a show.
We also felt that it was mundane the way in which shows are put on air nowadays. Binge viewing has become a phenomenon.
To my knowledge, this is the first time anybody did this. “It is a good way to make an impact with a marquee show.
We have seen it with the marathon that we do every weekend. A lot of people prefer watching a whole show back to back on the weekend.
We launched the show the same way it is on Netflix. Viewers can watch all episodes over two days.”
The aim going forward is to do the binge initiative more frequently and offer completely new shows. “We want to maintain the uniqueness of the property—’Grand Premiere Weekends’.
Hence, we will not offer old shows or older seasons in this initiative. We want to do this initiative at least once in two months.”
He added that online piracy was one reason for the binge experience for ‘House of Cards’.
“Piracy was one reason but then the binge phenomenon has also picked up in India.”
At the same time, the stripped format from Monday to Friday is still relevant.
“People watch TV on weekdays. It is just that people spend more time watching TV on weekends.
Read more at:
http://www.televisionpost.com/television/zees-plans-to-grow-its-english-channels/
