Financial Daily from THE HINDU group of publications
Wednesday, Nov 16, 2005
Financial Daily from THE HINDU group of publications Wednesday, Nov 16, 2005 |
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Marketing
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Strategy Variety - Cinema Zee Cinema's strategy to lure home-bound movie watchers Purvita Chatterjee
Mumbai , Nov. 15 CHOOSING film themes suited for family viewing, Zee Cinema's strategy lies in segregating theatre-goers and home-bound watchers of movies. According to Mr Bharat Ranga, Business Head, Zee Cinema, "Watching films is based on choice and the kind of company one has while watching a film. We know the kind of people and company they keep while watching films at home and that has been the key strategy while choosing the films we show on the channel.'' Considering there is enough clutter in the movie watching space on television, selection of films to cater to the home-viewing audience is the key to retaining them. Being the first movie channel to screen 24-hour Hindi films, Zee Cinema has seen increasing competition in recent times especially with Star Gold beefing up its offerings in this space. Claims Mr Ranga, "Competition helps you improve your product. In the past ten years, we have had an easy run of almost six years being the single channel in the category of Hindi films. However, in the last four years we have been paying closer attention to competition and have been testing audience behaviour to figure out what will work for us.'' After conducting adequate research on consumer behaviour, the channel has deciphered that audiences have different consumption patterns while watching cinema at home. Catering to family audiences, Zee Cinema has been clubbing its films under specific themes like the recently held Shaniwar Ki Raat Amitabh Ke saath, the popular Amitabh Bachchan movie festival on Saturday nights. Besides, the channel has also been relying on ground level promotions to attract audiences. For instance, two days prior to the telecast of Amitabh Bachchan's Coolie, all the coolies in Mumbai, Kolkata, New Delhi, Ahmedabad and Lucknow were invited to participate in games such as dart throwing, target shooting, the target being the villain of the film. The breaks in the channel are also being utilised to generate more interest for its viewers. "We want to show the old films in a new way. The purpose is to give the viewers a new reason to watch these old blockbusters,'' says Mr Venugopal Iyengar, Deputy Vice-President, Marketing, Zee Cinema.
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