Zee to launch the high-definition experience with Zee Café-HD

The high definition version will be launched with the #ThePlaceToBe campaign which will highlight all the attributes of the channel

BestMediaInfo Bureau | Mumbai | November 20, 2015

Zee Café is all set to redefine the experience of enjoying English entertainment, with the launch of Zee Café-HD. Starting November 21; the viewing experience will be enhanced. From showcasing Café fan-favourites and critically acclaimed series, to presenting the latest shows, and engaging with fans, Zee Café has made a mark in the genre. And now, the English entertainment channel goes a step further by bringing it all in high definition.

Ali Zaidi

Ali Zaidi, Business Head, Zee Café, said, “Over the years, the demand for English entertainment content has grown manifold. Audiences are willing to invest their time and money to watch the best and the latest. According to the FICCI 2015 Report, there are 4 million HD subscribers accounting for 10 per cent of total DTH subscribers. The point is that over 15 per cent of the increase in DTH subscribers has been with those opting for HD connections. We have been trendsetters in the industry, and the demand for our shows makes us rule the points table every week. We are now taking this experience a notch higher.”

Zee Café has been a pioneer in the English entertainment space, having become a favourite destination to enjoy the best in English content.  The campaign will be launched to reiterate all the attributes of the channel that make watching Zee Café a must.

Commenting on the campaign, Ali adds,“Some of the biggest and award-winning shows—such as House Of Cards, Gotham, The Big Bang Theory, The Vampire Diaries, and Criminal Minds, among others—have helped reinforce our position. Additionally, unique viewing formats, like premiere marathons, shows Along With the U.S., and live telecasts of international events, have helped us remain the most popular English GEC amongst viewers.  #ThePlaceToBe is a very unique campaign, conceptualized internally, and will help reinforce the USPs of  both the channels. The campaign will be spread across all mediums—outdoor, radio, TV, as well as print—to promote the new HD offering. There will be an integrated approach to reach out to our viewers”

Zee Café has always been the forerunner in terms of introducing newer TV viewing formats. It was in 2007 that Zee Café started the concept of airing shows, and currently premieres popular shows, such as Pretty Little Liars, The Vampire Dairies and The Big Bang Theory, under the same property. Zee Café was also the first English entertainment channel to get into original programming, with Bombay Talking, India's first ever English fiction show. Look Who's Talking with Niranjan, which just concluded its second season, was another property that was created keeping in mind the taste of viewers.

The channel also plans to air back-to-back episodes of popular shows, as part of the premiere marathons—a successful trend that Zee Café started earlier this year, with House of Cards season 3. On receiving an overwhelming response from the viewers on the House Of Cards marathon, Zee Café recently aired, Selfie, the complete series, also as a premiere marathon. An upcoming premiere marathon will be the first season of the successful comedy, Young and Hungry, while many other hit shows will also be aired uninterrupted in the near future. The year will end with the live telecasts of international events, like Miss World and Miss Universe, exclusively on Zee Café and Zee Café-HD.

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