Zee Cinema plans to take its channel live to viewers across rural India, where cable and satellite television is yet to penetrate, by using the parent’s DTH technology.
Specially designed interactive vans, using the DTH technology, will travel to around 56 towns across Maharashtra, Madhya Pradesh, Uttar Pradesh, Uttranchal, Haryana, Punjab and Himachal Pradesh.
Yogesh Radhakrishna, head of Zee Cinema, said: “Aa Gaya Cinema’ is a first of its kind marketing initiative in the country. The vans will announce and invite the town to a predefined location at 8.30 pm and show the Zee Cinema Movie live via DTH dish antennas. These interactive vans during the day time will play interactive games with local people and award attractive premiums from Zee Cinema to the winners.”
The company is investing close to Rs 4 lakh in this initiative, a company spokesperson said. The idea is to market the channels in remote locations were cable and satellite channel is yet to penetrate. Besides, it will also be offering a wider reach to its advertisers.
According to Zee, the channel has garnered higher viewer ratings vis-a-vis other movie channels.
Our typical marketing budget is usually 10 per cent of the topline spend