Rok Sako To Rok Lo, presenting movies with just five-minute intervals, is to be aired every Sunday at 9 p.m. on Zee Cinema. The line was coined by the agency, FCB Ulka and was conceived in January. Since Dil Deke Dekho was the flavour of February, the launch of Rok Sako To Rok Lo was deliberately positioned for March.
Says Yogesh Radhakrishnan, Business Head, Zee Cinema, “The theme revolves around an unstoppable rush of movies, with a small break of around five minutes. We believe that the move would ensure uninterrupted viewing pleasure for the viewers (almost the same as in a movie theatre) and it would bring in more of numbers for the channel. We had been thinking of implementing such a concept since long, and now’s the time to put the plan into action. Monetarily, it would cost Zee Cinema in certain ways, but viewers have always been placed at a higher pedestal on our channel. Plus, Rok Sako To Rok Lo would be viewed as a premium property by advertisers, which would add to the overall equity of Zee Cinema.”
Has the move been inspired by MAX’s Mera Movie in any way? Radhakrishnan avers, “Not at all. Like I said, we had been considering such a move since a long while now. And now that Dil Deke Dekho has run its course, it made sense to bring on the new theme.”
Rajat Jain, Business Head, Set MAX asserts, “Imitation is indeed the best form of flattery. You realise that you have taken on something worthwhile only when others have followed suit. MAX’s Mera Movie has engineered brilliant ratings from time to time and the kind of viewer feedback that we have received is tremendous. Sure, it has cost us monetarily but let us not forget, the best business decisions revolve around generating long-term results. Mera Movie has succeeded in positioning itself as a breather from ad cluttered films and at end of the day, provides more visibility to advertisers as well.”
Coming back to Zee Cinema and Rok Sako To Rok Lo, how many movies being aired are genuine first timers? Radhakrishnan replies, “Not all movies aired within this slot can be designated as first timers. The pick consists of exciting films, especially within the thriller genre. Rok Sako to Rok Lo was inspired by the concept of non-stop excitement, non-stop movie magic and unstoppable fun, and all the films within the slot convey the same.”