Zee Entertainment Enterprises Limited (ZEEL) announced the launch of its new channel in India – Zindagi. Positioned as premium mass Hindi GEC, Zindagi, which will be launched on June 23, 2014, stems from ZEEL’s corporate philosophy ‘Vasudhaiva Kutumbakam – The world is my family’ and aims to unite people in India and across the world with shows produced overseas.
Commenting on the launch,Punit Goenka, MD and CEO of Zee Entertainment Enterprises Limited said, “The launch of Zindagi is significant in many ways. It is a step forward to further expand the ZEEL Network in India and overseas. This channel is a first in its category of GECs and another first that Zee is trying to bring to its viewers. It will offer alternative fiction content suitable for Indian sensibilities and produced by content creators from around the world. We believe that culture and talent should not be bound by any barriers.”
As part of this strategy, Zindagi in its initial launch period will showcase content from across the border i.e.Pakistan which will be followed by content from other markets like Latin America, Turkey, Egypt. The company also plans to get into active production of literary works in India or overseas. Goenka adds that with audience’s tastes evolving, a new premium mass audience is now available which is looking for more progressive and real stories. The channel is looking to target audiences not based on the traditional target group of SECs but women with progressive mindset and who are not available on the traditional entertainment.
Goenka said, “Zindagi will be a category creator, it will create a new category of viewers looking for progressive and real stories and content which currently doesn’t exist on Indian television.”Taking this message forward is the channel proposition ‘Jodey Dilon Ko’ that even if people across the globe are culturally different, the stories of their lives are universal.
The market share of GECs went up from 34 per cent in 2008 to 40 per cent in 2013 and last year, the launch of Zee Anmol saw the FTA share within Hindi GECs increase from 6 per cent to 8 per cent and with Zindagi, ZEEL is looking to further strengthen its position in the Indian entertainment domain. A 360 degree multimedia mass marketing plan has been put in placein line with any GEC launch and the company is looking at premium advertisers based on the insight that Zindagi is a premium product with critical mass available.