Zing will add Bollywood movies at midnight to its programming line-up from later this week.
It is the first time that Zing will broadcast movies at midnight. Currently the channel only broadcasts films at midday on Saturday and Sundays.
Starting from Friday 24th August, the films will be scheduled between midnight and 03:00.
The channel has no doubt responded to the lower than usual ratings it has experienced over the past three weeks. According to official data from BARB, Zing’s weekly reach has fallen from a high of 500,000 to a steady 335,000 for week ending Sunday 12th August.
Rival, UMP Stars has recently used the same strategy to boost its output. The showbiz channel now airs Bollywood movies at midday daily.