MUMBAI: Zee Thirai was launched in January 2020 by Zee Entertainment Enterprises Ltd (ZeeL) with a view to entertain the Tamil audiences passionate about cinema – a motto that is well reflected in their brand proposition, Rathathil Kalandhadu Cinema. The channel recently marked the completion of a year and during this time it has amassed an overwhelming response and love from its viewers across the state.
Within just a year of its launch, Zee Thirai has secured a strong number three position within the Tamil movie channel space. It clocked a market share of 17 per cent in urban platform, and a 22 per cent share in the Chennai region. This growth in share has been witnessed across all markets, as well as consistent increase in viewership and growth in the rural markets. Marking its one-year anniversary on 19 January 2021, Zee Thirai unveiled a brand film chronicling its journey from the day of its launch by the inimitable Ulaganayagan, Kamal Hassan, till today (Zee Thirai One Year Celebration – Rathathil Kalandhadhu Cinema).
"Bearing in mind the love and passion that our viewers have for cinema, and the success we have already seen with some of the other movie channels in other southern regions, the launch of Zee Thirai was an effort towards becoming the top destination for fans of entertainment in Tamil Nadu, and it gives us great pleasure in noting that it has succeeded in this endeavour. This channel exemplifies our commitment towards presenting our audiences with the content that they enjoy. As we enter into the second year of our journey, we look forward to growing with our audiences and keeping them ever engaged with excellent content, curated with love,” said ZeeL south cluster head Siju Prabhakaran.
Zee Thirai’s brand proposition, Rathathil Kalandadu Cinema, implies that cinema runs in the veins of the Tamil audiences, and in a bid to keep alive their zest for movies, the channel’s movie showcases are new and versatile each month. The highlights that viewers can look forward to in the month of February are: Jackie Chan-starrer and high voltage entertainer Karate Kid, which will air on 21 February 2021 at noon. Further, viewers can enjoy March Movie Mania with Stuart Little on 21 March 2021 at noon, and the Prabhas and Shraddha Kapoor starrer Sahoo, airing on 28 March 2021 at 1 pm. Last but not the least, Zee Thirai will celebrate International Women’s Day on 8 March 2021 with a crackling line-up of movies that shall be announced soon.
