Zee Cinema's I-Day premiere of 'Dangal' rated 170% higher than its second airing

In an industry first in India, Zee took a strong content and technology initiative #ZeeForAll to make content on television accessible for the visually and hearing impaired. This was made available on Zee Cinema’s Independence Day premiere of Aamir Khan's Dangal. The premiere established a milestone in the Indian broadcasting industry with Zee being the first broadcaster to showcase a film with audio description and subtitles in India. Dangal having garnered 11,936.77 Impressions'000 rated 170% higher than its second airing and is the highest rated film across Hindi movie genre in 2017  (Source: BARC, Week 33, HSM Urban + Rural).

Source: HSM Urban +Rural (2+)

The objective of #ZeeForAll was to ensure that the large population of the visually and hearing impaired receives access to truly world class, inspiring entertainment. Zee Cinema associated with National Association For The Blind (Mumbai, Indore, Chandigarh and Lucknow), National Association For The Blind – The Workshop for the Blind in Mumbai, Institution For The Blind in Delhi and Patiala School of Deaf & Blind in Punjab. To sensitise the visually impaired with the technology of audio description and to bring entertainment within their reach, Zee Cinema hosted preview screenings at these institutes with audio description and subtitles.

Zee Cinema rolled out a robust marketing campaign across cities including television, print, outdoor, digital, radio and on-ground mediums.

Media contact:
Jaanhavi Dhokariya
jaanhavi@avian-media.com

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