Zee TV strengthens its leadership on the back of its brand refresh!
Zee Rishtey Awards and Aaj Likhenge Kal feature film rakes in big numbers
In the wake of the refreshed brand proposition Aaj Likhenge Kal announced by Zee TV on 15th October 2017, Zee TV fortifies its leadership position with a substantial edge over competition in the Diwali week. Zee TV has been a consistent leader amongst paid GECs in HSM for more than a quarter now. As per the recently released BARC HSM weekly data (Urban + Rural) for Week 42 ’17, with a viewership of 704641 TVT’s in HSM (Urban + Rural) and 404098 TVTs in HSM (Urban) under its belt and a strong content mix, Zee TV has appealed to viewers’ sensibilities across the country. The strong jump in the channel’s ratings have been driven by its annual awards property Zee Rishtey Awards where Zee TV’s new brand philosophy was unveiled and a first-of-its-kind brand feature filmspanning its entire primetime of four and a half hours integrating all of Zee TV’s fiction offerings titled ‘Aaj Likhenge Kal’.
Commenting on the ratings, Deepak Rajadhyaksha, Deputy Business Head, Zee TV said, “We are thrilled with the feedback that we have received from the viewers and the entertainment fraternity at large for Aaj Likhenge Kal. This refreshed brand purpose has struck an instant chord with the great Indian middle class. The steady rise in the ratings of all our fiction and non-fiction offerings including our biggest celebration of Zee TV’s 25 years – Zee Rishtey Awards and the innovative four-and-half hour extravaganza ‘Aaj Likhenge Kal’ are a testimony of the audience’s belief in our content and core ethos. As we take the first steps in inspiring our viewers to take charge of their destinies, we would like to thank all our partners and stakeholders for their continued support.”
The response to Zee TV’s multiple brand assets that brought alive its new philosophy has been overwhelming. The brand anthem composed by Vishal Bharadwaj and sung by Shreya Ghoshal has garnered a whopping 6.2 Million views. Zee TV’s brand film conceptualized by Publicis and directed by Chrome Pictures saw an astounding 12.2 Million views with 12000+ shares. The chatter on Twitter around Aaj Likhenge Kal stands at 34,911 mentions and 223.9 Million impressions.
As Zee TV aligns its content line-up to the Aaj Likhenge Kal brand purpose, the channel continues to strengthen its relationship with the viewers urging them to curate their own extraordinary future.
About Zee TV
Zee TV, the flagship channel of Zee Entertainment Enterprises Ltd was launched in October 1992. With a reach of more than 173 countries and access to 1+ Billion viewers globally, Zee TV has created strong brand equity and is the largest media franchise serving the South Asian Diaspora. Realizing its strength in programming and the need for Indian entertainment in the overseas market, it launched Zee TV in the UK / Europe (1995), the USA (1998), Africa (1998) and is available across five continents. Nearly two decades since its launch, Zee TV has driven the growth of the satellite and cable industry in India. The popularity of Zee arises from its understanding of Indian culture and beliefs that are reflected in its programming. Zee TV’s content library delivers a variety of choices for the great Indian middle class ranging from non-fiction formats that celebrate the talent of India’s common man to fiction shows that deliver strong messages and drive positive change in society while entertaining viewers. Zee TV’s content resonates with its core ethos – ‘Aaj Likhenge Kal’ that aims to inspire viewers to take charge of their destinies giving wings to their dreams and aspirations.
Since its inception, Zee TV is a pioneer in the Indian television space – be it introducing singing talent based reality television with Sa Re Ga Ma in 1995, revolutionizing the way dance was perceived in the country with Dance India Dance in 2009 or encouraging children’s creativity, spontaneity and acting skills through India’s Best Dramebaaz in 2013. Zee TV introduced a wave of popular game shows like Just Ek Minute, Saanp Seedi, Antakshari and clutter-breaking fiction concepts that were way ahead of their time such as Tara, Banegi Apni Baat, Chattan, Hasratein, Rishtey, Sailaab, Zee Horror show, Amaanat, Ashirwaad, Basera, Koshish Ek Asha, Ghar ki Lakshmi Betiyann and Mehendi Tere Naam Ki. All these programmes proved to be major primetime successes and set benchmarks for television. As a socially responsible broadcaster, Zee TV has touched upon a number of diverse social issues through path-breaking shows like Agle Janam Mohe Bitiya Hi Kijo, Aapki Antara, Saat Phere, Punarvivaah, Afsar Bitya, Phir Subah Hogi and Doli Armaanon Ki. Some of the channel’s biggest primetime successes in recent times include Jhansi Ki Rani, Pavitra Rishta, Qubool Hai, Kumkum Bhagya, Kundali Bhagya, Jamai Raja, Brahmarakshas, Piyaa Albela, Zindagi Ki Mehek and Woh …Apna Sa.