Originality sure does pay off.
The fresh shows of Zee’s brand new free-to-air channel &TV have proved to be a huge success with UK audiences after the General Entertainment Channel (GEC) soared to the top 3 in its first full week of broadcast.
The channel took 3rd place amongst all South Asian GEC channels in the UK closing in on the half-million viewers mark – a spectacular achievement for a new launch.
The channel’s success has been driven in part by Bollywood superstar Shah Rukh Khan himself – the actor’s magnetic charm helping propel his weeknight show India Poochega Sabse Shanaa Kaun to the top of the audience wish list.
The channels’ weekend shows Killer Karaoke - Atka Toh Latkah, a singing show with a twist and Tujhse Naaraz Nahi Zindagi have also done particularly well.
According to experts, &TV has scored well with a myriad different segments of the audience with its varied content - the first week had the full range of the channel’s shows getting sampled – from the historical drama of Razia Sultan; the aspirational Bhaghyalakshmi and the laugh-out-loud Bhabi Ji Ghar Par Hai.
However, the weeknight drama ‘Gangaa’ – about a feisty young girl who becomes a widow at a young age – came out as the uncontested champ of the week: evidence that a simple story about ordinary people will resonate with more people than anything else.
The contemporary feel of the channel is reflected in its demographics: a majority of viewers were in the crucial 25 - 44 age bracket.
With a roster of hot new Bollywood movies set to add to the channel’s programming, things can only get better, &TV insiders say.
“We were confident that the great quality content of &TV would be a hit with the viewers and we are absolutely thrilled to gain a successful opening for the channel.
It is difficult to miss a poster or the sound of the channel out and about all over the UK and the shows are attracting the attention of the audience. We are looking forward to seeing the audience rise in the coming weeks”, said Parul Goel, Deputy Head, Zee Network Europe.
&TV is available free on Sky Channel 705 and Virgin Media Channel 811.
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