For the brand campaign ‘Aaj Ka Classic’, three channel partners including SC Johnson, Hindustan Unilever and Dabur across all the time bands have been locked in, he added. Sehgal is confident that the new content strategy will help pull in more youth audiences.
“Earlier, Zee Classic used to cater to primarily mature audiences, but with the inclusion of titles from the ’80s and the ’90s in the library, the viewership base also attracts the youth.
‘Aaj Ka Classic’ presented by Arjun Kapoor will only further expand the viewer base of the channel.
The introduction of time bands is also appealing to advertisers apart from FMCG like automobiles, mobile handsets and telecom,” he said.
ZEEL is working on launching an HD variant of the channel. However, the timeline has not been finalised. The fact that a lot of old movies are not available in HD format is also a challenge.
“We are working on an HD variant. Getting HD content of old movies is very difficult.
Having said that, 60–70% of our library is in HD. Still, we need to figure out the market. It’s on the anvil. It will come at the right time,” Sehgal stated
Zee Classic eyes growth through new content strategy | TelevisionPost.com
“Earlier, Zee Classic used to cater to primarily mature audiences, but with the inclusion of titles from the ’80s and the ’90s in the library, the viewership base also attracts the youth.
‘Aaj Ka Classic’ presented by Arjun Kapoor will only further expand the viewer base of the channel.
The introduction of time bands is also appealing to advertisers apart from FMCG like automobiles, mobile handsets and telecom,” he said.
ZEEL is working on launching an HD variant of the channel. However, the timeline has not been finalised. The fact that a lot of old movies are not available in HD format is also a challenge.
“We are working on an HD variant. Getting HD content of old movies is very difficult.
Having said that, 60–70% of our library is in HD. Still, we need to figure out the market. It’s on the anvil. It will come at the right time,” Sehgal stated
Zee Classic eyes growth through new content strategy | TelevisionPost.com
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