Zee TV, the #1 South Asian entertainment network, announced that the 2012 Zee Cine Awards (ZCA) achieved record-breaking ratings this year. According to Rentrak TV Essentials, Zee Cine Awards delivered the highest rating for any South Asian program in over a year’s time (since Feb11). ZCA received a viewership share of almost 75% during its broadcast on Friday from 9:30 to 12:30 pm!
On the monetizing front, the network saw a 40% increase in revenues from last year’s awards show. The announcement was made by Zee TV America’s Business Head, Sameer Targe. He said “Despite cut throat competition we always find ways to reinvent, than to discount. As a market leader we have no one to follow hence the challenge is to always focus on expanding the pie. This year we were able to bring well known mainstream brands like Omega, Verizon and MetLife as sponsors of the show. The idea was to sell the inventory at a premium value, keep the breaks short which eventually resulted in highest viewership.”