Taking its ‘Extraordinary together’ brand ideology, media major Zeel is set to launch Zee Biskope, a Bhojpuri movie channel dedicated to providing 24-hour curated Bhojpuri entertainment.
As a part of the promotional campaign, the channel has come up with a pair of mascots that will discuss movies and interview famous celebrities in a bid to entertain the audience.
The channel will be available on all major cable and DTH platforms from January 14.
Discussing the channel’s promotional strategies, Amarpreet Singh Saini, Business Head of Zee Biskope and Big Ganga, said, they have also decided to promote the channel through ‘digital wall paintings’ as a tribute to the region's practice of promoting regional movies through wall paintings.
Zeel also plans to show blockbuster movies of the top three superstars of the region—Nirahua, Pawan and Khesari. “They have never been seen together so we'll be having three films, each one focusing on a genre which that particular hero stands for and they will be the face of the campaign,” said Saini.
Talking about the need and importance for such a channel, Saini said no other channel in the Bhojpuri market provides content curated for the audience. He said the channel’s content will be curated according to different bands of the audience.
“We have created specific bands keeping the viewer in mind. The channel also aims to celebrate the Bhojpuri movie audience and the way they consume their movies,” Saini said, adding the idea is to ‘Rejoice Bhojpuriyat’.
Saini said the new channel will receive a huge mileage from Big Ganga, which is a part of Zeel. “It gives us strong leverage in terms of creating awareness about the new launch as a platform; also since Big Ganga is familiar in the advertising fraternity, it gives us an inward into introducing the new brand to our client base. Its reputation among viewers and advertisers definitely gives huge leverage to the new brand to latch on to and create its own stand,” he said.
Talking about advertisers’ response to the channel, Samrat Ghosh, Cluster Business Head at Zee Entertainment Enterprises Limited, said they have received good feedback as the Bhojpuri industry viewership has grown by 85%.
Ghosh said the channel will be available on the paid as well as on the free dish platforms for 10 paisa. However, they are yet to decide the bouquets on which the channel will be available.