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Mumbai: Zee Cinema, India?s first Hindi movie channel, topped the rating charts this week with the telecast the World TV premiere of Bollywood?s latest blockbuster, Agneepath. The film starring Hrithik Roshan was aired on 16 June at 8 pm and catapulted Zee Cinema to the top slot among Hindi movie channels this week with 158 GRPs, followed by Star Gold (119), Sony Max (100) and Movies OK (64). As per TAM Data for Week 24?12, Agneepath rated 4.73 TVR in Hindi Speaking Markets (HSM). It garnered a reach of 19.63 percent and a time spent of 51.8 minutes. In Mumbai, Agneepath rated at 6.67 TVR, Delhi had 4.93 TVR, Gujarat 1Mn+ had 7.42 TVR and in Maharashtra 1Mn+, the film rated 6.6 TVR.
Agneepath, produced by Dharma Productions, had broken box office collection records in the debut week and done the same with the premiere on Zee Cinema.
Zee Cinema Business Head, Mohan Gopinath said, ?We have planned a feast of superlative entertainment for Hindi cinema aficionados this year. We are very happy to have augmented our vast library with many more good titles. We have been airing films with shorter breaks to enhance viewership experience and the response to Agneepath has been overwhelming. We have also drawn a very positive advertiser response for the film.? The presenting sponsor for Agneepath was Rin Powered By Good Knight Advanced and it was co-presented by VIM. The Associate sponsors were Xylo, Honda, Pantene PROV, Lenovo, Lifebuoy, Vaseline, NIIT and Supractiv Complete.
The holistic marketing campaign which had television, outdoor, print, internet, theatre promotions and also promotions on DTH helped build the buzz on the World TV premiere of Agneepath. It rated far greater than the launch episodes of Jhalak Dikhla Jaa (also launched on 16th June got 3.1 TVR on Colors), Aamir Khan?s Satyamev Jayate (Star Plus) and Indian Idol (Sony) launch episodes.
ZEEL ? Marketing Head ? National Channels, Akash Chawla said, ?The way movies are being consumed is changing with multiple platforms. It?s now possible to engage an online audience in novel ways. This is a perfect example of combining technology, traditional media and cult entertainment to appeal to an audience demographic that loves a combination of all.While among all CS4+ individuals Agneepath rated 4.73 TVR, it rated 5.46 TVR among individuals in digital households. Agneepath also garnered over 1 million searches in June, on Google. This campaign blurred the lines between digital and traditional media. It was an integrated, multi-platform marketing campaign that engaged the viewer in an otherwise cluttered market.?
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