The channel will be available on DD Free Dish starting today.
A leader in Maharashtra market, ZEE already operates four Marathi channels, Zee Marathi (general entertainment), Zee Yuva (youth entertainment), Zee Talkies (movie) and recently launched Zee Vajwa (music). However, Zee Chitramandir will be the first FTA offering for the region.
“ZEE’s Marathi portfolio features strong content brands that have become a part of our consumer’s day to day life,” said Amit Shah, Cluster Head – North, West & Premium Channels, ZEE. “The launch of Zee Chitramandir will further enhance our offering to the Marathi audiences. With the largest and richest movie catalogue in the category, Zee Chitramandir will entertain audiences with the best of never seen before movie titles offering quality entertainment to the audiences in their native language.”
The channel boasts of a rich library of over 600 popular movie titles.
The company sees a huge untapped potential in the Marathi FTA space, which currently has only three movie channels, while one in every three rural households in the region have a Free Dish connection.
“With the rural economy growing, income levels across strata are improving thereby leading to high consumption in the FTA markets. This is further attracting advertisers, who want to capture the potential in these markets,” said Ashish Sehgal, Chief Growth Officer – Advertisement Revenue, ZEE.
He added that ZEE’s dominance in the regional markets has been a major growth driver of regional viewership and revenue.