With differentiated light-hearted programming and 'Lockdown special' curation, Zee Yuva has been a constant companion to Maharashtra in the recent troubled times, providing much needed stress busters. This is probably the reason why despite category numbers dropping Yuva managed to gain share of the market and also share of the viewers' heart.
Over the years Yuva has become synonymous with differentiation in content. Be it the bold choice of casting a transgender 'Ganga' as a host of Yuva Dancing Queen or introducing the revered God – Deva as a college Don; Yuva has often surprised and delighted its viewers with 'Hatke' programming ideas.
Living true to this positioning, Zee Yuva launched a unique show 'Lav Re Toh Video' amidst this lockdown. Committed to entertain its viewers, this light-hearted show featured Maharashtra's biggest entertainer Dr. Nilesh Sable in a 'never seen before' avatar. The show launched on July 1st and took over the time slot of 9.30 PM on Wednesday and Thursday. The show is a simple format where Dr. Sabale as a brand new character V.J. views videos of talent from across Maharashtra picking one winner in very episode.
The successful launch of the show has added another golden feather in Yuva's cap. With this show launch, Zee Yuva quelled the storm and rose to garner the highest growth in the time slot with 122% in Week 26. The show has delivered significant average rating of 0.87 TVR making Yuva the leader in this timeslot among MGECs behind only Zee Marathi.
But what's even more interesting is the participation that this show is already getting. The simple appeal inviting video entries from audience has got a tremendous response with over 40,000 entries within a week. With such spectacular results, it's safe to say that Zee Yuva's latest lockdown offering 'Lav Re Toh Video' has successfully struck a chord with its core audience.
This has a double benefit as this added reach on the channel will also help garner better viewership for the original fiction episodes resuming on the channel on 13th July. As the winning streak continues, all of Marathi viewers are bound to turn to Yuva saying 'Laav Re Toh Video'
Report By: Nishant Jadhav