ZEE is an undisputed Maharashtra market leader with 57% viewership share in Maharashtra U and 48% in Maharashtra U+R. The leadership is backed by brands that are not just entertainers but cultural icons for Maharashtra.
Marathi is the 4th most consumed language with 9% share only after Telugu (26%), Tamil (24%) and Kannada (14%) with an YOY growth trend (FY 17-18 – 6.8%, FY 18-19 -7.7%, FY19-20 -9.1%, Source All India 2+)
With the launch of Zee Vajwa, Zee plans to expand the market by maximizing genre potential and replicating success of ZEE Punjabi and ZEE Biskope which expanded respective category/market post launch for Maharashtra market. The new offering will help us further strengthen our foothold in Maharashtra building on our existing viewership lead. The channel will boast of best library in the category in partnership with ZEE Music and ZEE Studios.
Pankaj Balhara, Dy. Business Head, Music Cluster, ZEEL spoke exclusively to Medianews4U on the launch of ZEE Vajwa.
The need to launch a regional music channel and why Marathi?
ZEE is an undisputed Maharashtra market leader with 57% viewership share in Mah U and 48% in Mah U+R. The leadership is backed by brands Zee Marathi, Zee Yuva and Zee Talkies that are not just entertainers but cultural icons for Maharashtra. Marathi is one of top genres contributing to HSM music viewership with 3 channels whereas Marathi is the 4th most consumed language. Our growing viewership and revenue share in Maharashtra is a reflection of our successful journey so far. With the launch of Zee Vajwa we aim to expand the market by maximizing genre potential and replicating success of ZEE Punjabi and ZEE Biskope which expanded respective category/markets. The new offering will help us further strengthen our foothold in Maharashtra building on our existing viewership lead.
Can you elaborate on the design and format of the channel?
ZEE Vajwa will have an immersive never seen before visual experience with a design world inspired by the ‘volume dial’ that aptly brings alive our promise of ‘Kshann Gaajwa (amplifying every moment)’. Each element of the design – Colors, Characters, Music symbols and the sonic identity is crafted to ensure relatability with youth while being cultural relevant. ZEE Vajwa believes in seizing this moment and living it up because ‘Kshaan Zingaat tar life Zingaat’. We promise to amplify every moment by switching the experience of life from mono to dolby, aptly captured in our tagline as ZEE Vajwa, Kshann Gaajwa.
Will it be a 24 hr Music channel or are you planning to introduce content programming?
Each slot on Zee Vajwa promises to amplify a kshann by creating a music ++ experience. Apart from music, Zee Vajwa will offer short and long format content to keep the audience hooked on to the channel
The channel is being launched in October what has been the Advertisers response?
We have started showcasing our offering to the Advertisers and are receiving good response
*Source: BARC, TG: 2+, FY’20 Mah U
**Source: BARC, 2+; Zee Biskope – Bih/Jha, U+R, Weeks 3-6; Zee Punjabi – Pun/Cha, U+R, Weeks 5-8; Zee Picchar – Karnataka, U+R, Weeks 13-16; Zee Thirai – TN Urban, Weeks 14-17