ZEE UK has confirmed that it has launched a special strand on its ZEE Cinema channel whenever it broadcasts cricket, starting this month.
Cricket programming, which has returned to ZEE Cinema after being placed on ZEE Cafe previously will start its innovative strategy with the Sri Lanka v New Zealand series.
The new slot called ‘ZC’ will see ZEE Cinema switch away from normal movies programming by introducing the new Cinematic Cricket۪ programming slot with the ‘ZC’ branding clearly identifying these cricket breaks with a new logo, bugs, packaging and special graphics. ‘ZC’ branding will bear direct resemblance to the corporate ZEE and ZEE Cinema channel look with the tagline Cinematic Cricket۪.
According to the network, this is the first time any UK Asian TV channel has created a specially branded scheduling slot in its programming to focus or target on a special demographic audience for a very special programming property. All future cricket related marketing will also carry ‘ZC’ branding building familiarity and link with the audiences.
The face off between Sri Lanka and New Zealand consists of one T20, 5 ODI۪s and 2 Tests between 30th October 29th November 2012 on ZEE Cinema. Last time New Zealand visited Sri Lanka for Tests was in 2009, when Sri Lanka won 2-0. New Zealand have not won a Test in Sri Lanka since May 1998 and so the current team has a lot to prove on this tour.
Highlights of the tournament will broadcast on ZEE TV and ZEE Cafe on match days at 23:00 and 23:30 respectively.