We are living in an era where entertainment is mobile. Young people today lack the patience to wait for a specified time and date to watch their favourite celebrities embrace the TV screen to portray the characters they are famous for. Sites like Torrent seem to be the reason that curbs television’s viewership. But once this matter is scrutinised with more depth, it is easy to realise that television is not only alive but thriving with TV channels being its heart beat.
This implied competition from digital which inspires time shift viewing comes at the cost of quality. Television will always be the high end technologically enhanced device, the very purpose of whose creation was to serve undiluted entertainment and nothing else. TV channels also understanding the new game entrant has stepped up their performance by notches and Zee Action is precisely one of them.
Zee Cinema initially launched in 1991 as Zee Telefilms was rebranded in 2006 where the Zee group was spun off into four smaller divisions with Zee Action being a part of it, under Zee cinema.
The channel has been consistent in churning out quality content which has enabled it to maintain its no 1 position among other channels in the specified genre. It telecasts Bollywood action movies along with in- demand Hollywood and popular South Indian movies dubbed in Hindi. Such a specific category has allowed the channel to create a unique position in the market of entertainment, and by airing crowd hit movies like Dabangg and Chennai Express, it is not falling short in creating traffic.
Recently the Zee Group launched its HD channels (including Zee Action) securing 59.11 TVTs (television viewership in thousands), which needless to say is a chunk share in the whole television viewing population.
The channel mostly caters to the age group of 15-35 with men being the majority viewers. To further cultivate the desired viewership the channel in February 2015 introduced the ‘Fight Ki Night’ contest.
This contest is a quiz show based on the action films shown in the channel on weekdays 9 pm onwards with the winner getting an award of Rs 100,000 along with other prizes such as mobile phones and digital cameras. This move to engage the audience was a clever one made by the channel which further justifies their title in practical terms.
Zee Action provides a unique platform for advertisers to showcase their products to a young and driven segment of the population. Categories across FMCG, automobiles, gadgets and technology make for good products to be advertised on this channel.
Zee Action has entrenched itself as the ultimate destination for action movie viewing in the minds of viewers. It is now pinching the bigger channels while making its way across to the front line in terms of crowd pulling by providing A-grade content and employing smart audience engagement activities.
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