Exclusive | Betting big on new season of 'Greys Anatomy': Zee Cafe's Anurag Bedi

The biggest medical drama of all times is ready to hit your TV screens as Zee Café brings to it’s viewers the latest season of Grey’s Anatomy. The show premieres this on 25th September and will be aired from Monday to Friday at 9’O clock exclusively on Zee café with L'oreal being the presenting Sponsor.

 

Adgully caught up with Anurag Bedi, Business Head- Zee Niche channels to understand on the strategy and planning that went into getting the latest season of the medical drama on the channel and the focus of the channel going forward.

 

Shedding light on how 'Greys Anatomy' is doing on Zee Café, Bedi said, “Grey's anatomy was shown once a week (on Thursdays) and the response was so overwhelming that Zee Cafe decided to bring the show back on popular demand from a 'once a week' to a '5 days a week' on prime time.”

 

Zee Cafe always aims at bringing the latest and the most fresh of international content to its viewers. He says, “Like in the past, we have brought to our viewers shows that have never been shown on any other English entertainment channels. New Shows like GCB, Scandal and latest season of Big Bang Theory keeps us ahead of competition. This was the idea behind getting season 8 of Grey's Anatomy as well.”

 

As told by Bedi, the marketing strategy involves a heavy push on air (T.V) plan and aggressive promotion on social media platforms. Since the English GEC space is cluttered and some channels are currently showcasing the same show (though an earlier season), Zee Cafe strives to bringing the best and the latest of American content and being at par with what is being shown in the U.S. Other channels from the cluster run on a repeat basis and air shows which have been on air number of times, whereas "Zee Cafe always brings something new and fresh to the audiences which gives them something to look forward to", he said.

 

On asking how they, from the channel's point of view, project the numbers that the show will garner in the coming days, Bedi explained saying, “The English GEC from the network is not ruled by numbers more so, as it is a niche genre and the response is seen on multiple verticals like social media platforms and so far the response has been great.”

 

The competition in the English entertainment channel cluster grows fierce as Grey’s Anatomy’s older seasons were being shown, while on the other hand, the latest season is being grabbed by Zee Café. "Grey’s Anatomy’s loyal fans will now shift to Zee Café to tune in to the fresh season", said an optimistic Bedi. Also, back on popular demand the show will air on the favourite viewing hour of the audiences which is at 9 pm on weekdays.

Zee Cafe is expecting Grey's Anatomy to be the most watched show in the genre, after Big Bang Theory!

 

The most popular shows on the channel include No Ordinary Family, Parks and Recreation, Huge, Brothers and Sisters,  The Big Bang Theory, Gossip Girl, Lincoln Heights, Mad Men, Happy Endings, Californication, Criss Angel Mindfreak, Greys Anatomy, Cougar Town , Pretty Little Liars, Mike & Molly, Keeping up with the Kardashians, Vampire Diaries, Private Practice, Parenthood, Body of Proof, In Plain sight, Outsourced.

 

Also not on popular shows but broadcasting the most happening international events on the channel is another prerogative of the channel. These annual events include World Music Awards, Emmy Awards, The Billboard Music Awards, et al. In recent times, Zee Café acquired the exclusive LIVE telecast rights to the most prestigious international beauty pageants - Miss World and Miss Universe.