Top Story


Home >> Media - TV >> Article

Zee Café on a high drive, aims to be a true English general entertainment channel

Font Size   16
Zee Café on a high drive, aims to be a true English general entertainment channel

Zee Café has seen significant changes in the past few months with the channel adding a band of original Indian content, keeping the taste of its viewers in mind. The channel has also seen as many as 15 launches in the past few months and is in the process of adding more. Neil Chakravarti, Business Head, Zee Café said that the aim was to be a “true English general entertainment channel”.

Giving the broader picture, he said, “If you look at the model of any successful, English GEC, it has different shows in different day parts to cater to different target groups. Our aim is to make Zee Café a channel that is catering to different English content consuming target groups in the relevant day parts.”

On the initiative of launching the original Indian content, Chakravarti divulged that the shows had become significant brand drivers for Zee Café. He said, “They have raised awareness of the channel.” However, in the new line-up and the ones seen in the past month, no Indian show has been added.

Explaining this, Chakravarti said, “At present we have four Indian shows on the channel. Also, we are taking our learnings from past experience that we’ve had with these shows so far. For instance, we have realised that the content consumption of the Indian audience of these kinds of shows is ‘snackier’ in nature, hence, non-fiction is better than fiction.”

He further said, “We are seeing more on how a show should be designed. We have seen that core middle calls Indian housewives, who are into several things at the same time, look for relaxed entertainment. These are the various insights that we have gathered and are basing our decisions on such patterns.”

Another area that is seeing some focus is that of marketing, though Chakravarti is clear that it wouldn’t be in terms of increasing marketing activities. However, the channel is paying attention on which properties would see more marketing attention in order to achieve the “true English GEC” aim that the channel has set out for.


Aparna Bhosle, Business Cluster Head - Premium & FTA GEC channels - ‎ZEEL, on its new property, sponsors, investment on acquisition and response to BBC First

In an interview with exchange4media, Ferzad Palia says that most successful brands are not those who spend the most money

As Milind Pathak takes over as Managing Director - Southeast Asia, Httpool, we chat with him on his new role, aspirations and his plans to aggressively penetrate the operations of the group in the Southeast Asian market

The group released the Little Hearts online-only campaign, #BreakSomeHearts, early this year and is on the path to make many more of its brands available on the digital platform

Though business has picked up, the private FM industry expects festive ad spends to be subdued compared to 2016