‘We will con­tinue to push bound­aries to ex­pand viewer base’

Impact - - IMPACT - RUCHIR TI­WARI BUSI­NESS HEAD, ZEE HINDI MOVIES CLUS­TER

Zee Hindi Movie Clus­ter is In­dia’s No. 1 Hindi movies clus­ter and the only player which has held a ma­jor mar­ket-share of above 30% for five con­sec­u­tive years, leav­ing be­hind many of the lead­ing play­ers in the in­dus­try with a huge gap in the paid cat­e­gory. With the re­cent ad­di­tion of Zee Bol­ly­wood, it has fur­ther con­sol­i­dated its lead­er­ship po­si­tion. Zee Bol­ly­wood has bro­ken into the Top 5 chan­nels list, se­cur­ing the No. 4 slot and ac­cel­er­at­ing the clus­ter share to a whop­ping 37.8% in the paid cat­e­gory. The sus­tained view­er­ship growth is based on the strong­est pil­lars of con­tent cu­ra­tion and cus­tomer cen­tric­ity. The flag­ship chan­nel Zee Cinema has al­ways been a pi­o­neer and trend­set­ter. The clus­ter growth in the past five years is also an out­come of iden­ti­fy­ing and tap­ping into need gaps be­yond the flag­ship chan­nel. This can be seen with each suc­ces­sive ad­di­tion to the port­fo­lio such as &pic­tures, the only pre­mium chan­nel launched for the ur­ban pro­gres­sive yet rooted au­di­ences seized a sig­nif­i­cant 9% mar­ket-share; our FTA of­fer­ing Zee An­mol Cinema that opened with the high­est view­er­ship; Zee Ac­tion wit­nessed a view­er­ship growth of over 100% and the HD chan­nels of the clus­ter, Zee Cinema HD and &pic­tures HD, have a dis­tinct and at­trac­tive propo­si­tion thereby al­ways stay­ing ahead of the curve.

By be­ing aware of the evolv­ing trends, hav­ing sharp con­sumer fo­cus and stay­ing ahead of the curve as pi­o­neers, we will con­tinue to push bound­aries to fur­ther so­lid­ify our lead­er­ship and ex­pand our loyal view­er­ship base.

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