After making a name for itself with its differentiated content, Zindagi is gearing up for fresh new content this festive season. Over the last 27 weeks, Zindagi has maintained its position as the No. 1 premium entertainment channel with 710 average GTVTs, according to BARC Alpha Club ratings. The skew of all adults NCCS A 22+ over NCCS 4+, in the English movies genre is 119% whereas in Zindagi is at 139%.
The new content line up starts from October 3 with primetime 7 to 11pm. The new shows include a light-hearted Turkish drama, ‘Little Lord’, three Indian originals including Sunjoy Wadhwa’s Sphere Origins ‘TV Ke Uss Par’ ‘Khwaabon Ki Zamin Par’ by Anupam Kher’s Actor Prepares and ‘Agar Tum Saath Ho’ by Gulshan Sachdeva’s Film & Shots. Bringing different cultures together is a co-production with Geo TV titled, ‘Teri Meri Jodi’. The blockbuster Turkish drama ‘Fatmagul’ will continue to entertain viewers. Around the same time, it will be showcasing movies like ‘Salaam Bombay’ and ‘Ek Doctor ki Maut’, which it considers ‘right up the alley of the Zindagi viewer.’
Sunil Buch, Chief Business Officer, Zee Entertainment Enterprises, says, “The Alpha Club numbers give us resounding encouragement that we are on the right path of providing premium entertainment. What sets the channel apart is its consistent commitment to show finite, real, vibrant, and premium world stories. Zindagi will enhance its slate of shows from October 3, 2016. For our bi-lingual premium audiences, Zindagi will also soon be available on a dual feed of Hindi and English.”
When it comes to its local shows Buch maintains it will have finite episodes, “We will never have shows which will have a span of three to four years. One of the things about story telling is it has to be fast paced. It can’t meander all along. Somewhere it needs to reach the intellect of the viewer.”
Buch maintains that Zindagi was launched with the intention of bringing the best shows from across the world to Indian television screens. Hence, the channel is also looking at bringing handpicked content from Portugal, Germany, Italy, Spain, Latin America and Korea by the end of this year or early next year. He says, “We have been pioneers in bringing world content into Indian television screen. We make sure we live up to that with an added mix of Indian content. For example, if we have to do a detective show, we will do a ‘Kahani’ kind of serial, something that’s intellectual with outstanding acting, great casting and storytelling. That’s what we want.”
On the positioning he comments, “The channel's positioning ’Yeh Lamha Hi Hai Zindagi’ mirrors the essence of the word Zindagi. That’s the top line of the channel, literally. Again a departure from traditional base lines associated with most brands/channels and true to the thought leader grain of Zindagi.”
Buch makes it clear the treatment of their subjects when it comes to their local production is “different from that of Hindi GEC.” He points out the differentiated factor, “It’s the selection of the story; the rigour on writing and casting; the way episodes are shot, the way some topics are handled. Our USP is we show real stuff. We will make sure we have a differentiated offering at every point.”
For the fresh new content, the channel is keen to push the envelope in its marketing strategy as well. “We will not do run-off-the-mill stuff. Digital is going to be one of the key mediums. On Facebook and Twitter we are going to push more some stand-out nuggets from the upcoming shows. Also the hashtag ‘ZindagiKehtiHai’ is designed to build conversations around Zindagi. We are looking at DTH where lot of our consumers are.” There will be promotions across Zee network of 33 channels on September 30 and campaigns visible across print, TV, DTH, Digital, Cinema, Mobile and OOH.
When asked about its performance in advertising Buch replies on a positive note, “It’s a perception channel. It’s in the same league as discovery or English GEC. Having said that, it has done decently.” With the new content line-up, the channel is looking at getting new premium brands across categories.