Taking long strides in the sphere of Regional Entertainment, Zee Marathi the No. 1 channel of Maharashtra breaks records with the World Television Premiere of Lai Bhaari on 25th of January 2015. Zee Marathi has clocked the highest ever GTVTs – 188980 in Marathi space in last 5 years. Lai Bhaari stands to be the highest rated World Television Premiere (5727 TVTs) till date across Hindi & Marathi films in Maharashtra in the last 7 years in terms of TVTs.
Riteish Vilasrao Deshmukh’s blockbuster hit -‘Lai Bhaari’, which smashed the box office record in the Marathi industry, also smashed records on television. The film was watched by over 11.5 Mn people, which implies nearly a quarter of the entire C&S population of Maharashtra watched Lai Bhaari. The movie was supported by a strong 360 degree marketing campaign with a robust outdoor and print campaign. The special innovation for the campaign was ‘fiber bricks’ were sent out to media agencies to create buzz before the telecast of the movie. The on air campaign had been done in house with multiple creatives being created and a special shoot with Riteish Deshmukh.
With these numbers, Zee Marathi has broken its own records and now boasts of an even more impressive performance with regards to World Television Premieres. The channel has been the home to some impressive Premieres in the past with Duniyadari, Time Pass, Fandry delivering splendidly in the recent past.
Zee Marathi is now a channel that not only boasts of an impressive fiction and non-fiction lineup but also has delivered on Premieres & original events giving competition to Marathi & Hindi GECs and movie channels in Maharashtra. The channel is now established as a firm no 1 in Maharashtra while putting daylight between itself and the nearest competition. With the programming lineup looking exciting for the next fiscal and with strong marketing and on-air support the channel is bound to go from strength to strength in the Maharashtra market.
Source: TAM Data, CS4+, All Maharashtra, Week 1(2008) – Week 5(2015)