Zee Café Introduces Best Of British Drama In Association With BBC

Zee Café, the leading players with 26 per cent market share and viewership for the first quarter of 2017 (stated by BARC) form a merger with BBC Worldwide to bring the best of British shows to Indian audiences.

Starting from 26th June 2017, Zee Café will host the BBC First content block with 11 brand new shows set to air every weeknight at 10 PM.  Promising to captivate audiences, the new line-up of shows on Zee Café includes War & Peace, Fleming: The Man who would be Bond, Class, SS-GB, Maigret, Doctor Foster, Top of the Lake, The Kettering Incident, New Blood, From Darkness and Thirteen.

At the launch Prathyusha Agarwal, CMO, Zee Enterprises. Speaking about the marketing campaign and the impact it will create. She said,  “The whole campaign is around the British are coming which actually connects with Indians and draws attention immediately. We are doing campaigns around that which is very noticeable and telling the stories of the best of British drama and advertising it throughout all media platforms. The marketing is taking the larger strip of the British are coming and taking the audience on each side of the British story is the idea behind the campaign. It’s going to be a 12-week campaign followed by the British are back which will celebrate binge watching.” She further spoke about the success Zee Café has achieved and spoke about the expectations of the merger.

“According to the BARC report of 2017, Zee Café has been at the number 1 position with 26% market share the entire quarter. When you start to build exclusive content for your brand it automatically strengthens the viewership. BBC First will be like a new dawn because Brit drama is loved by Indians and I’m hoping that the time spent and market share for this strip will increase.”

Zee Café and BBC have entered into a merger for the first time. Zee Café on approaching BBC Worldwide depicted a combination of the top viewed Indian Television channel, Zee and the channel with the best British content, BBC.

Julia Kenyon, Director, Global Brands and Content Marketing, BBC Worldwide. “BBC First has been very successful in countries where it has already launched across Australia, the Middle East, Europe and Asia.  We look forward to connecting with Indian audiences who know and enjoy premium drama.”

The two top players shared similar tastes in the world of T.V. and aim to derive a broader audience. The investments made by Zee Entertainment Enterprises LTD. And BBC were carried out prudently on the basis of the business case. Representatives from the channels were confident on the merger and after analysing the strength and power they command over their domains.

Talking about the association Punit Misra, CEO - Domestic Broadcast Business, Zee Entertainment Enterprises Limited (ZEEL) said, “ZEE is recognised as a pioneer in the broadcast industry for delivering great content to viewers across the world. Similarly, the BBC is known for its world-class entertainment. In an unprecedented age of TV drama, we believe we can connect with audiences who are hungry for nuanced storytelling that will immerse and entertain them.”