MUMBAI: Zee Entertainment Enterprises Ltd has a new ambitious member joining it's cluster - the upcoming 24-hour dedicated Bhojpuri movie channel Zee Biskope. The channel will be rolled out on the auspicious day of Sankranti, 14 January 2020.

ZEEL aims to brand the channel on the popularity of three Bhojpuri stars — Nirahua, Pawan Singh and Khesari Lal Yadav. “These three stars are the glue between the audience and the Bhojpuri film industry and there’s crazy love for a hero in the region,” ZEEL’s business head of Zee Biskope and Ganga Amarpreet Saini said while speaking to Indiantelevision.com.

He added, “As the face of the brand these three stars are definitely going to generate a lot of connection. We will also be broadcasting movies wherein these heroes are more associated with people, which is the bigger phase of the marketing campaign.”

Expanding its regional footprint, Zee Biskope is an additional channel in the movie segment, along with the existing general entertainment channel (GEC) — Big Ganga in Bhojpuri market.

As a part of marketing strategy, the broadcaster will have movie screening of 2019 blockbusters in the largest hall in Patna on 18 January 2020. The event will witness the attendance of these three Khans of Bhojpuri, along with media, distributors and of course audience.

Meanwhile, the business head of Zee Biskope and Ganga laying out the further marketing plan stated: “The brand will also have two animated mascots called Bhaiyaji and Gamchaji, discussing the new releases, television premieres, and interactions with the audience and stars of the Bhojpuri industry.”

ZEEL being the largest entertainment network, Saini said, “We will leverage the strength of our network as a primary source of driving awareness about the channel. We also have our established brands in Uttar Pradesh (UP), Bihar and Jharkhand. We will also leverage their strengths to create awareness.”

He went on to explain that if need be for incremental and additional reach beyond our network, they would consider some non-network channels to promote the movie channel. This option will only be attempted post exhausting our network’s strength.

The Bhojpuri movie channel will also be promoted on all possible platforms, including digital, television along with on-ground initiatives and activities to create a tangible relationship with viewers.

Zee Biskope would be a paid channel available on all cable and DTH services at Rs 0.10 per month, Saini said.

Meanwhile, ZEEL’s cluster business – east Samrat Ghosh said, “Unlike regional markets, Bhojpuri television market is apparently very new and the majority of advertisers would be national players. Local advertisers couldn’t afford national channel because of price sensitivity.”

Ghosh said that with an increase in viewers’ traction, the eyeballs are gradually shifting to Bhojpuri market wherein local advertisers also see a lot of mileage in advertising their products. He further added that local advertisers are at a negligible level compared to national advertisers.

Ghosh also said that the channel is on the verge of signing new national advertisers, along with existing associations with different brands.

With the tag line ‘AathonPahariya Luta Lahariya’ (enjoy Bhojpuri entertainment throughout the day), the channel’s philosophy is to allow viewers to rejoice Bhojpuriyat 24*7 and efforts have been made to enhance and celebrate this Bhojpuriyat in the best possible ways.

With over 300 plus library strength, the channel will broadcast exclusive world television premiere movies every weekend, however, a week before television there would be a digital premiere of exclusive movies on ZEE5.

As the broadcaster’s primary focus is to show authentic Bhojpuri movies on the new channel, Zee Biskope and Ganga’s business head said, “Going forward, we would also broadcast larger-than-life south dubbed movies in Bhojpuri language seeing dubbed movies traction in this market.”

Meanwhile, Saini also said, “The idea to offer a movie channel along with the existing GEC channel in the market is to achieve leadership in the Bhojpuri segment.” ZEEL so far is the only broadcaster to provide both GEC and movie channel in this market.

The last couple of years’ maximum contribution to the rise of the broadcasting industry has come from regional markets. In this regard, ZEEL’s cluster business head said, “We are keen to explore other markets, but to launch a new regional channel or not that depends on a business opportunity.”