MUMBAI: Following the performance of Jab We Met Premiere, Zee Cinema’s newly launched special summer festival for kids, Dopahar Zee Cinema Par, has shown outstanding figures with an increase of 33% in TVR in the afternoon time band during week 21 over last week.
In the same time period, the channel reach increased by 13%.
The channel has also won a Silver award in the Best Print Ad category at the Promax/BDA India 2008. Zee Cinema had released a print ad in the ‘Mid Day Mate Column’ in Mid Day during the launch of their property The Showman Show.
The summer festival, endorsed by Darsheel Safary was launched on 19 May. Amongst the target audience (CS 4-14) for the festival, the increase in TVR is 87% and the reach has gone up by 14%. The telecast of Phir Hera Pheri garnered a TVR of 1.46 making it the highest rated movie for the week across all channels and all timebands.
The Zee Cinema Par Taare Gino Gino contest, launched as a marketing initiative to promote the festival has also received an overwhelming response from the young viewers with about 40,000 SMS in just a week of the launch.
Zee Cinema business head Mohan Gopinath says, "The team has put enormous effort into making the channel a success. The ratings and the award further reiterate these efforts. This is indeed an encouraging development and we assure our viewers that we would continue entertaining them with our new programming propositions in the coming months."