Chennai: Furthering its commitment to provide quality entertainment to its viewers, Zee Entertainment Enterprises Limited launched an exclusive Tamil movie channel – Zee Thirai earlier this year. Within 6 months of launch, the channel has emerged as the No. 3 movie channel players in the Tamil Nadu market.
In Week 28, Zee Thirai clocked 121 GRP’s in Tamil Nadu, the highest ratings since the launch of the Channel in January 2020. With 178GRPs and 131GRPs in Chennai and TN Urbanregion respectively, the channel commands a 20% market share in the Chennai market and a 17% market share in the TN Urban market. The market share indicates the strong affinity that the brand has gained in the urban regions, especially in Chennai owing to the new age cinema in its library.
The success of the channel lies in the brand’s strong consumer understanding as it resonates with the pulse of Tamilians and their love for cinema that has a deep cultural and social context in their lives. It was also reflected in the brand’s campaign efforts under the brand tagline – “Rathathil Kalandhadhu Cinema” which implies that “Cinema runs through our veins”, that brought viewers closer to their favorite stars and movies, that they could enjoy in the comfort of their homes.
“Ever since its launch, the steady growth in viewership of Zee Thiraihas reiterated our belief in the fact that cinema is indeed embedded in the DNA of the Tamil audiences and makes an inextricable part of our daily lives. Much of our efforts have been towards developing a strong movie library and increasing our distribution network so that fans of Cinema have access to content that has been specially tailor-made to reflect their passion and love for Cinema”, said Siju Prabhakaran, South Cluster Head, ZEEL.