Mumbai: Expanding its regional presence in the country, Zee Entertainment Enterprises Ltd. (ZEEL) is all set to launch ZEE BISKOPE, a 24-hour dedicated Bhojpuri movie channel primarily for the Bihar, Jharkhand & East UP markets. Given the significant migrated base in HSM belt the channel aims to gain considerable HSM viewership as well with key markets like Mumbai, Delhi, PHCHP, Rajasthan, Gujarat and Kolkata forming the core. The channel seeks to be the ultimate destination of authentic Bhojpuri entertainment. The brand signifies a space which enables viewers to rejoice their Bhojpuriyat at their unabashed best. The channel will be represented by the three pillars of the Bhojpuri film industry – Nirahua, Pawan Singh and Khesari Lal Yadav who will be the faces of the channel’s brand campaign.
Amarpreet Singh Saini is the Business Head of Zee Biskope & Big Ganga. With over 8yrs+ media experience panning across medium viz. television & radio, he has led content vision based on sharp consumer insight and creative innovation that has given leap growth to brands under his leadership. Given his decade long association with qualitative research across various reputed agencies in the country, he is a firm believer of leading as well as led by evolving consumer psychography.
Zee Biskope will offer a slew of robust content spread across an array of genres highly popular amongst Bhojpuri audience, such as romance, drama, action and comedy. With a strong library of 300+ superhit movies, ZEE BISKOPE boasts of biggest blockbuster movies of last 5 years and the biggest hits of the top 3 superstars of Bhojiwood – Nirahua, Pawan & Khesari. The exclusive World Television Premier movies every weekend will bring the best-of-the-best to the small screen.
The library includes movies spanning across eras – region’s legends (Manoj Tiwari, Ravi Kishan), current superstars (Nirahua, Pawan & Khesari) and upcoming favourites (Chintu Pandey & Yash Mishra)
With chartbuster movies, exclusive titles, movie-based programming throughout the day the channel is geared up to aggressively deliver its core proposition “Aathon Pahariya Luta Lahariya” (Enjoy Bhojpuri entertainment throughout the day).
Speaking about the launch of ZEE BISKOPE, Samrat Ghosh – Cluster Business Head, East, ZEEL said, “TV consumption in regional markets is increasing rapidly and the Bhojpuri content industry has grown many folds in recent years. The regional language entertainment channels saw a double digital growth in terms of absolute viewership. While Hindi GEC has grown at 40% in last 3 years in terms of consumption, the Bhojpuri GEC & Movie pie has grown by 85%.
Going with the audience demand and a gap therein, it was a right moment for us to launch a dedicated Bhojpuri movie channel. Backed by well researched and carefully curated content line up, we aim to provide unmatched entertainment with the launch of this new channel.”
Amarpreet Singh Saini, Business Head ZEE BISKOPE & BIG Ganga, ZEEL said, “Zee Biskopewill be a Movie+ brand. In the region, there is a gap of curated entertainment channels and ZEEL with its expertise of already having the No. 1 GEC channel Big Ganga in its stable is all set to address this gap.
Zee Biskope is a channel with curated slots as per consumer insights and affinity with the best of movie titles and movie based allied content like music/ movies awards and chat shows.With a strong content library that includes recent blockbusters such as Nirahua Challal London, Sher Singh, Saiyyan Ji Dagabaaz and others, we are sure to strike the right chords with our viewers across age groups.”