Zee Entertainment Enterprises Ltd (ZEEL) has announced the launch of its second Hindi GEC ‘Zee Next’ with five new shows. The channel would go on air from December 17. The brand promises to give a ‘next’ treatment to the traditional stories that Zee TV has hitherto dealt with. The channel is expected to showcase a wide array of lives of individuals from an outdoor perspective, and will host genres like thrillers, comedy, reality, fiction and action, among others.
Punit Goenka, Business Head, Zee Next, and Network Operating Officer, ZEEL, said, “We are very happy to announce the launch of ZEEL’s second GEC, Zee Next. With the evolution of TV viewing audiences, this channel will offer an aura of refreshing and blooming entertainment, and we aim to bridge the gap between generations. Retaining the traditional heritage and philosophy of the Zee Network, our new offering will keep pace with the changing times and appeal to the sensibilities of the entire Indian family.”
Tarun Mehra, Head-Marketing, Zee Network, said, “You can call Zee Next a younger sister of Zee TV. The content would be same; only the treatment would be different.” He added that the new channel would be promoted across the country through all existing media.
The five new shows on the channel are ‘Jhoome Jiiya Re’ produced by DJ’s A Creative Unit, ‘Ek Thi Rajkumari’ produced by BAG Films, ‘Yahaan Ke Hum Sikander’ produced by Cinevistaas Ltd, ‘Simplly Sapney’ produced by Adai Mehra Productions, and ‘Pyaar Ishq Mohabbat’ by Face Entertainment.
When asked whether Zee Next would be robbing Zee TV of its audience, Goenka replied, “Zee TV had been in the No. 1 position for many years. But we forgot that the audience had evolved and had changed over the years, and therefore we lost our lead position. We stayed at No. 2 and No. 3 for some time; worked hard and got back our No. 1 position. The audience will continue to evolve and change. So if we do not change according to them, we would lag behind.”