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MUMBAI: The movie channel genre, which has always been considered a male dominated area, has finally established that women could prove to be great audiences if provided with the right content. Zee Cinema the leader of the Hindi Movie Genre, took an innovative step towards entertainment of housewives thorough Lady Raaj which introduced interesting break content exclusively for women during weekdays, 12 noon to 4 p.m. Launched barely three weeks ago, Lady Raaj has helped the channel GRPs grow by over 40% during the time period from pre launch (week 7-10) to post launch week(week11-13) (CS 4+ Female). Zee Cinema has not only surpassed direct competitors but also outdone major GECs like Colors, Star Plus, Sony and Imagine TV during the time band.
Lady Raaj features experts from different fields like Bollywood, Lifestyle, Health & Wellness, Astrology and many such who offer interesting tips on the specified topics to the viewers, thereby making the movie-watching an unique and educational experience.
Mohan Gopinath, Business Head, Zee Cinema, said, ?We are extremely happy that our women audiences have shown a positive response to our content as it was exclusively designed for them. Such great enthusiasm only helps us to further innovate and produce interesting concepts for our viewers.?
