ZEE Talkies, the leading Marathi movie channel in Maharashtra garnered a record-breaking 120 GRP* in Week 28'22. Currently, the average GRP for the last 2 weeks stands at 103, making it the No. 1 channel of Maharashtra ahead of Hindi movie channels too. ZEE Talkies accounts for around 60% share* of the Marathi movie channels.
With these numbers the channel stumps GECs like Sony Marathi, giving them a run for their money. ZEE Talkies reaches 14.7 mn* consumers in Maharashtra/ Goa every week which is a true indicator of its strong affinity among the Marathi-speaking audience.
Cumulatively the 3 movie channels in the Marathi movie cluster i.e. ZEE Talkies, Zee Yuva & ZEE Chitramandir reaches 22.7 Mn* viewers monthly thus making Marathi Movie Cluster the go-to destination for advertisers in Maharashtra.
To consistently grow the channel, ZEE Talkies has adopted a 2 pronged strategy – robust scheduling coupled with strategic marketing, thereby building loyal viewership and driving new audience to the channel.
In its quest to satiate the content taste of the Maharashtra audience, ZEE Talkies has telecasted multiple World Television Premieres (WTP) for its audience since the start of the current fiscal year, with the likes of Pandu, Lochya Jhala re, Mazaa Agadbam, Zombivli, Vinakaran Rajkaran, Darling to name a few. Sunday afternoon premieres (WTP) i.e the 12 pm – 2:30 time band, for new movies have created a new avenue for the Marathi audience, who flock to the channel every Sunday to watch the latest movies on ZEE Talkies.
ZEE Talkies leads in innovation and one such instance has been the production of Dharmaveer Yashogatha, a special 2.5 hour episode produced by ZEE Talkies. The episode which aired in June earned a 2.2** rating cumulatively for its afternoon & evening-repeat telecast. The show encapsulates the making of the movie Dharmaveer, which is based on the life of a well-known social activist of Shiv Sena, Thane in Mumbai.
To complement the launch of World Television Premieres, 360 marketing campaigns on TV, print & digital ensured reach build-up and awareness for all the latest movies; establishing ZEE Talkies as the 'Home-ground for Marathi Movies in Maharashtra'.
June & July also marks the holy month of Ashadhi, for the community of Warkari's across Maharashtra, where people listen to kirtans and participate in Wari (an annual pilgrimage) from Alandi to Pandharpur. To cater to this audience, ZEE Talkies launched original shows 5 years back, namely Man Mandira & Gajar Kirtanacha. The show brings together renowned kirtan artists to perform various kirtans and devotional songs to offer praise and worship of the almighty.
ZEE Talkies observed a 25% growth in TVR^ in the morning time band of 7 am to 9 am. ZEE Talkies continues to be the highest rated channel in this time band compared to other channels.
In the holy month of Ashadhi, ZEE Talkies launched a new impact show i.e. Hari Path, which bought the holy readings to every household in Maharashtra. This was coupled with a 21-day contest on the channel, which resulted in over 60 Lac missed calls for the contest from over 10 Lac viewers of ZEE Talkies. Lucky winners of the contest were gratified with a unique kirtan chanting murti of Vitthal Rukmini.
As a consumer connect program, ZEE Talkies for the very first time participated in the on-ground pilgrimage i.e. Wari with a larger than life 15 feet Murti of Vitthal Rukmini, mounted on a canter. During the Wari, millions of Warkari's visited the murti, clicking selfies with the canter and making the ZEE Talkies Wari a viral sensation.
On the day of Ekadashi, ZEE Talkies aired an original kirtan by Maharaj Indorikar, the beloved kirtankar of Maharashtra. Maharaj Indorikar in his uniquely engaging format recited sacred verses and delivered a discourse on the public's daily lives through stories from the scriptures. ZEE Talkies endeavours to provide content that is loved and appreciated by its viewers. The Kirtan-based shows have been a massive hit among the audience where viewers continue to shower their praise for the program through emails and posts on ZEE Talkies social media handles.
That's not all. ZEE Talkies brings to its audience the world television premiere of Sher Shivraj on 14th Aug'22 based on the killing of Afzal Khan, the mighty General of Adil Shah's dynasty. Followed by Aathva Rang Premacha, a movie about an acid attack survivor starring Rinku Rajguru & her father played by Makarand Deshpande. ZEE Talkies Comedy Awards which is one of its kind & 1st IP event for comedy genre, will have its 8th edition on-ground event on 25th August 2022.
Such sustained initiatives by Zee Talkies is bound to take the channel to newer heights.
*Source: BARC, MH/Goa, UR 15+, Week 28'2022
+Source: BARC, MH/Goa, UR 15+,Avg GRP for Week 27 & 28'2022
^ Source: BARC, MH/ Goa, U 15+, Week 14-24 Vs Week 25-28 for Gajar Kirtanacha original kirtan time band, 7am to 9 am.
** Source: BARC, MH/Goa, UR 15+, Week 25'2022
Report By: Priyanka Dere