'ZEE Vajwa an opportunity to further gain viewership & revenue shares'

According to the network’s heads, the reason for launching Zee Vajwa, a pay channel, is the strong presence in the Marathi regional market

e4m by exchange4media Staff
Updated: Sep 15, 2020 9:15 AM

Zee Entertainment Enterprises Limited (ZEEL) has forayed into the regional music space with the launch of its Marathi music channel – Zee Vajwa. 

With this launch, the network will have a total of four channels in the market with Zee Marathi, Zee Yuva and Zee Talkies, capturing 57% viewership share in the Marathi market. With the promise of providing a mono to dolby experience for the Marathi youth, the brand has come up with the tagline -  Zee Vajwa, Kshann Gaajwa.

Speaking on the launch, Ashish Sehgal, Chief Growth Officer, ZEEL said, “As an organization, we have gained in both viewership and 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 a holistic surround to our consumer/customer and 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.”

Talking of the presence in the market, Prathyusha Agarwal, Chief Consumer Officer, ZEEL said, “At Zee we have a 57% viewership share in Maharashtra across three channels and we have also got a lot of love in this market with our existing channels. It was natural to build on that synergy that we have both not just with TV channels but films and music too coming out in that market through Zee Studios and Zee Music. We are really taking off on the strength of the network in this region and that is one of the big reasons we are launching a channel in Marathi.” 

“We don’t want to showcase all the content right now. It will be a category-first in terms of long format shows that we will be bringing to the channel. With consumers also seeking short-form content the channel will provide music plus experience.”

The channel will have a programming line-up of 3000+ music playlists created with a strong library of songs. As a category-first, Zee Vajwa will also have a non-fiction show in the comedy genre.

According to Pankaj Balhara, Deputy Business Head, Music Cluster, “The consumption in Marathi is increasing year on year. We have seen around a 30% increase in the last four years. With regards to the ecosystem that we created with Zee Studios and Zee Music Company, in the regional space all the pointers were towards the Marathi market.” 

On Zee Vajwa being a pay channel, Balhara said: “The distribution team is working on it and like all other markets our attempt and results have always been that we are available on all platforms and with all distribution partners.”  

A statement released by the network said ZEE Vajwa will have an immersive visual experience never seen before in the regional music category with a design world inspired by the ‘volume dial’ that aptly brings alive our promise of ‘amplifying every moment’. Each element of the design – colors, characters, music symbols and our sonic identity have been created to ensure a deep seeded connect with the youth while being culturally relevant, ZEEL has said.

Vishnu Shankar, Business Cluster Head, &TV and Music cluster, ZEEL said, “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.”

On the marketing of the new TV channel, Agarwal said that TV is the largest reach medium. “It's a TV music channel and we want people to sample it. We are launching two brand films that we will share very soon and the brand films are really bringing to life the idea of switching over from moment to a mahaul through Zee Vajwa as music. We are taking a high voltage marketing campaign that will go across TV, digital and multiple media in the coming weeks.” 

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