Amarpreet Singh Saini, Chief Channel Officer, Bhojpuri Cluster, ZEEL, in an exclusive interview with Adgully.com, comments on ZEE Biskope’s new campaign launch on Mother’s Day.
About the differentiated offerings that make Biskope stand out from other Bhojpuri channels, he said, “When we launched ZEE Biskope, our strategy was very clear, because, within the Bhojpuri category, movie channels have always acted as a commoditized offering. We wanted to begin a curated channel and a movie plus channel.”
“And that is the design of channel we created, then the rest was history because it’s the first channel which got leadership position; it won such an outsized amount of awards and in several forums. Today, we differentiate ourselves from the rest of the channels by claiming and trying to be a movie-plus offering.
Movies are one part of it, but much-associated content has not been explored within the category. one in each one of the verticals that we are bringing this year is that the events vertical; we are visiting be introducing many IPs, Bhojpuri Films Awards IP, Bhojpuri Music Awards IP, etc., in order that is an integral a part of Bhojpuri film mania which has not been explored.
the other vertical is Zee Biskope originals, whereby we are visiting be producing movies in-house and these are visiting be in genres which haven’t been explored within the Bhojpuri category then the third vertical is that the non-fiction series which might be around the film mania of people. About the audience response to the previous campaigns on women and his expectations from the recent ZEE Maaiskope, he responded:
“In all the initiatives like once we did ‘Tu Chinta Mat Kar Mai’ it had been our first emotional IP, which we were wondering that we are an entertainment brand could even be the viewers won’t react okay to an emotional IP, but the response was overwhelming. We got over 5,000 videos of people sending emotional videos, where they’re promising and taking a pledge to their mother claiming they’ll be following all the Covid protocols.
Then we did ‘Vratin Ki Sahae Bani Chhati Maai’, which was an on-ground initiative, again people in thousands arrived. It had been difficult to manage because many individuals came and that we had the floating lanterns which individuals must light, and it had been overwhelming to work out that such many individuals came to participate in Ganga Ghat.
Sharing his plans and views about getting in Web 3.0, Saini said, “The media space is evolving and everybody is now looking to push the frontiers, but I assume it also should be timed well with the evolution in your viewer segment. it’s to be one step at a time.
within the TV space itself, the Bhojpuri category is far more nascent as compared to other more evolved and seasoned categories like Bangla or Marathi. there’s yet much room to explore and grow and move the viewers’ horizons within the TV viewership space itself.
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