Zee strengthens foothold in Maharashtra with launch of Marathi Music channel ‘Zee Vajwa’

Zee Entertainment has announced its entry into the regional music space with the upcoming launch of its Marathi music channel – Zee Vajwa which will launch next month. Zee currently boasts of a viewership share of around 57%* in the Maharashtra market with Zee Marathi, Zee Talkies, and Zee Yuva.

ZEE strengthens foothold in Maharashtra with Marathi Music channel 'Zee Vajwa'

The channel will have a content offering of over 3000+ playlists and music++ experience for the viewer with many category firsts which will amplify moments. With the tagline – Zee Vajwa, Kshann Gaajwa, it’s purpose is to dial up each moment providing a mono to dolby experience for the Marathi youth because ‘Kshaan Zingaat tar life Zingaat!’.

Zee Vajwa has created each element of the design – colors, characters, music symbols, and our sonic identity which has been created to ensure a deep-seated connection with the youth while being culturally relevant. The channel will have an immersive visual experience which Zee states will be never seen before in the regional music category with a design inspired by the ‘volume dial’ which aptly brings Zee’s promise alive of ‘amplifying every moment’

The library has a strong lineup of songs with a stellar programming line-up with the key differentiator being the experimental music slots with several category firsts which promise to amplify the moment for the audiences. Zee Vajwa will give the youth a platform to voice their opinions and be heard. Zee Vajwa will also broadcast a non-fiction show in the comedy genre as a category first.

Ashish Sehgal

Speaking on the launch, Ashish Sehgal, Chief Growth Officer, ZEEL said, “As an organization, we have gained in both viewership & revenue due to our diverse portfolio across markets. And, believe in constantly strengthening our product portfolio keeping the customer at the centre thereby adding value to all our stakeholders. Our dominant position across markets echoes our customer-centricity. Our growing viewership and revenue share in Maharashtra is a reflection of our successful journey so far. Our objective has always been to provide holistic surround to our consumer/customer & in Maharashtra, with Zee Vajwa, we see an opportunity for us to not only strengthen our Music cluster but further gain viewership/revenue shares as well. We are excited to dial up the impact for advertisers this festive period.”

Prathyusha Agarwal

Commenting on the much-awaited launch of its first regional music channel, Prathyusha Agarwal, Chief Consumer Officer, ZEEL said, “We win hearts across many Bharats by creating content brands that are deeply rooted in culture. All 4 regional channels that we launched last year broke into the top 3 in their respective categories within their launch month, with Zee Biskope rising to no. 1, and Zee Picchar & Zee Punjabi in the top 2*. We are the undisputed leader in Maharashtra with our GEC and movie channels and the launch of Zee Vajwa will be a celebration of our intrinsic bond with every Maharashtrian family, through music.Music on TV is perceived to play a passive background role in the consumer’s life. But in a country like India, a song becomes a chartbuster when it becomes an integral part of a celebration – such as Ganpati Visarjan, sangeet ceremony, etc. Music becomes an active way to enjoy, express and celebrate, creating an amplified mahaul (ambience). This externalized and shared culture of music is at the core of Zee’s music channel positioning. WithZee Vajwa we promise to dial up every moment for our viewers with a music++ experience, so that they live life to the fullest.”

Vishnu Shankar

Vishnu Shankar, Business Cluster Head, &TV and Music cluster, ZEEL said, “We are extremely pleased to announce the launch of our first regional music channel, Zee Vajwa. Besides strengthening our regional portfolio, it is a great opportunity for us at ZEEL to offer content that connects so deeply with our consumers.

Music has always been deeply ingrained in our Indian way of life and its traditions. To be able to offer a platform which allows our viewers to enjoy and connect over music that resonates with their specific culture and values, is deeply gratifying.”

Zee unveiled the logo of Zee Vajwa yesterday during the telecast of Zee Gaurav Puraskar 2020 on Zee Marathi. Zee Vajwa is all set to launch cometh October at some point in time after 10th October when Zee ETC bids adieu with its shutdown. The channel will be available to a-la-carte subscribers at Rs 0.10 per month

*Source: BARC, TG: 2+, FY’20 Mah U

**Source: BARC, 2+; Zee Biskope – Bih/Jha, U+R, Weeks 3-6; Zee Punjabi – Pun/Cha, U+R, Weeks 5-8; Zee Picchar – Karnataka, U+R, Weeks 13-16; Zee Thirai – TN Urban, Weeks 14-17

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