December 10, 2002 After having doubled its channel share in Prime time from 11% to 23% in the past three months and having increased its connectivity to over 31%, Zee MGM, the channel renowned for bringing all-time great Hollywood movies to Indian audiences has undergone a complete makeover. Zee MGM now comes with a completely international, fully-integrated creative on-air packaging and exciting promos in line with international standards. Starting December 11, 2002, the Indian audience will be treated to superior, aesthetic on-air packaging on Zee MGM, thereby reinforcing the image of the channel and reaffirming its reputation as the fastest growing English movie channel.
These attractive, high-impact on-air packaging and promotions will help Zee MGM create, reinforce, differentiate and capitalize on its brand equity. Also, coupled with the technical excellence, it will enable them not only to enhance the product image but also offer the specific combination of performance properties dictated by end use conditions.
Says an ebullient Ajay Trigunayat, Vice President and Business Head, Zee English & Zee MGM “With this the Indian audience will be treated to some highly sophisticated, superior on-air packaging that has been never seen before. For long, Zee MGM was perceived to be a channel with poor packaging, dull and staid promos and a non-existent library. But the channel has constantly evolved and changed to meet the specific demands of modern audience, setting the stage for success in a new century of entertainment. We have made huge investments to ensure that we provide the best on-air packaging to our viewers thereby encapsulating the product”
Adds Trigunayat “Today, Zee MGM is the only channel with a distinct brand identity. Rather than catering to a select target audience by way of demographics, Zee MGM has embarked on the universally successful format of airing genre-based movies. The fare is rich in diversity from Woody Allen’s sophisticated comedies to action flicks. In broad classifications, Zee MGM has grouped its movies in thematic slots to be aired during Prime Time that will appeal to a wide cross-section of viewers, providing them the best of every genre. Also, with a proud lineage of our parent company MGM equipped with a library of over 4000 titles and an enduring legacy, we are sure to herald into the future with New year with movies that are classic and yet reason enough for you and your family to stay at home, watch and enjoy.”
Successful promotions begin with attention-getting graphics and innovative constructions by translating brand-marketing objectives into packaging offering exceptional graphics and superior performance. Right from the feature presentation, to movie breaks at the start and the end of the film, with special menu cards for the day, to the renowned moniker and roaring lion trademark, Zee MGM’s unrivaled approach to packaging and promoting combines American tastes and sensibilities with American production values. Cashing in on the strong lineage of MGM, Zee MGM aims to position, package and unveil its brand attributes in this highly competitive arena.
Trigunayat further states “We must all understand and exploit our competitive advantage, especially in this fiercely challenging environment. Our competitive advantage must be quality, cost, speed, differentiation, and creativity. It is also the proper exploitation of our film library, our legendary name and logo, and our people. But the ultimate competitive advantage lies in our ability to learn and to rapidly transform that knowledge into action”
With its vast repertoire of timeless Hollywood classics, Zee MGM today showcases some of the finest movies with great repeat value that are reason enough to stay home. From Classics to Action, Comedy to Romance, Murder mysteries to Drama, The excitement never seems to stop. So does the lions’ roar. Zee MGM has packaged its bank of movies in thematic slots like Romantic Mondays (movies on love and romance), Cool School Tuesdays (movies on campus, college life, going back to school theme), Whacky Wednesdays (movies on Comedy), Thrilling Thursdays (movies with action, adventure), Man Fridays (movies on famous Hollywood stars) and Twice as Nice Sundays (movies that offer double bill on famous Hollywood celebs) to cater to the entire family.
The channel intends to capitalise on MGM’s library comprising of 4,000 titles including legendary series such as James Bond, Rocky, Pink Panther as well as recent blockbusters like Traffic. . The channel showcases films from the Woody Allen series as well as other classics, which form a part of the MGM library. Some award winning titles, forming a part of the library, are Thelma and Louise, Moonstruck, Silence of the Lambs, RainMan, Fargo, Get Shorty and Dances with the Wolves. The MGM library not only fulfils that tradition but also brings to the Indian movie buff a slice of history of major western cinematic oeuvre. It symbolizes Zee’s philosophy of creating strategic partnerships to leverage its inherent strengths”.
Grab a popcorn, make yourself comfy. Let Zee MGM make your living room come alive.