As the Hindi movie channel had perceived, it was time to present its audience with a new look, Zee Cinema has adorned itself with a fresh new look after a two-and-a-half-month planning.
Numbers suggest that in the past months Hindi movie category has expanded and the competition in the segment has accentuated. Nonetheless, Yogesh Radhakrishnan, Business Head, Zee Cinema explains that the repackaging is more of a next logical step than anything else. Says he: “The decision is not based on any kind of a need. It was just about time we gave the people something different to watch.”
Speaking more on the performance of the channel, he says, “Zee Cinema has performed for us. The channel has maintained high figures for its category. We have so far shown very good titles and the forthcoming plans are also promising.”
Elucidating that the objective of the new look is still the same, keeping the channel in its number-one spot, he further adds, “Zee Cinema has this look for almost six years now. It is necessary to upgrade yourself, in various ways before there is a need to do so.”
Zee Cinema, the better deliverer from the Zee stable, has recently made changes in its content line-up as well, in terms of the concentration and offerings in various dayparts. Following this, station id, menu cards, and other aspects that constitute the look and feel of the channel have been changed.
“A new look at this scale has not been done for the channel before,” says Prakash Ramchandani, AVP, Marketing, Zee Cinema. “And we have ensured that we have taken in only the best. For instance, Imran Khan and Nabeel Abbas who have credits for movies like ‘Hum Dil De Chuke Sanam’ and now, ‘Dev’, are associated with the new packaging. Similarly, we have taken in only the best for all the different requirements whether it is required for cinematography or music, and the result is obvious.”
Ramchandani explains that despite the changes made in almost every aspect of the channel, it has kept the core intact. “People have appreciated these properties. So there isn’t a need to change our offerings in that manner.”
Earlier instances bear witness that it’s never a new look that has in itself affected numbers for any channel. But what is interesting about the Hindi movie category is that the competition among prominent players like SET MAX, STAR Gold and Zee Cinema has narrowed down. One good title easily changes the lead player of the week.
In such a scenario, initiatives like this work in tandem with the content and can prove beneficial for the channel.