Top Story


Home >> Media - TV >> Article

Zee Cinema presents Rok Sako To Rok Lo

Font Size   16
Zee Cinema presents Rok Sako To Rok Lo

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.”


Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

Meanwhile Radio City and Radio Mirchi ruled Bangalore and Kolkata respectively

Pankaj Belwariar, who recently resigned from the post of Vice President Marketing at Sakal Media Group, has now joined Rajasthan Patrika as the Head of Marketing in North and East region.

A look at Vivo’s ad campaign with their all-new brand ambassador Aamir Khan, which has fetched them a whopping 21 million views on YouTube