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In the shortest time we will rule the entertainment market: Archana Anand, ZEE5 India

15-February-2018
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 In the shortest time we will rule the entertainment market: Archana Anand, ZEE5 India

With increasing penetration of smartphones, improving internet infrastructure, decreasing cost of bandwidth, Zee Entertainment Enterprises Ltd saw this as the perfect opportunity to launch its new digital entertainment platform ZEE5, replacing its existing subscription and ad-based platforms DittoTV and OZEE. Archana Anand, Digital Head, ZEE5 India shared, “It was a natural transition for Zee as a big media conglomerate to future-proof its business and get into digital.” She is confident that in no time the network will own the space which currently has 30 OTT players. She beamed, “In the space of entertainment Zee5 will be unrivaled really soon.”

The new OTT platform leveraged India’s diversity and gives Indian digital consumer the advantage to choose their preferred display language from among 12 languages, including English, Hindi, Bengali, Malayalam, Tamil, Telugu, Kannada, Marathi, Bhojpuri, Gujarati and Punjabi. The option of subtitling and dubbing is also available. Anand pointed out that is what makes it stand apart, “12 languages in itself is far exceeding anything that the competition has today in the market. Our offering is rich in 360 way. We have it in live-TV, movies, music, news, original content and regional shows in regional languages.”

ZEE5 has chosen freemium pricing model offering both free and paid premium content. At a special launch price of Rs 99 instead of the actual Rs 150 per month, the consumer will avail 1,00,000 hours of on-demand content including originals, digital first, Indian international movies and TV shows, music, health and lifestyle content and erstwhile content under Zindagi. Anand ensured, “But we have a whole width of catch up TV, movies, regional shows on the free side.”It will also have the famous shows from yesteryear like Hum Paanch. There will be couple of originals in Bengali, Tamil and Telegu.

It’s also going big on kids on the regional space. Anand shared, “We are partnering with a lot of companies and acquired one which works on kids content. We really believe there’s tremendous potential in the space. Most of it will be behind premium.”

Amit Goenka, CEO – ZEE International and Z5 Global who took forward the digital phase 1.5 years back, said, “With the launch of ZEE5 we see ourselves catapulting into the next phase of growth. Digital will play a critical role in fueling this growth and we wanted to ensure that we had a strong offering and presence in the space. As a global content company, our biggest strength is how well we understand our consumers and translate this into content they love. To us, ZEE5 is the platform on which this content will be readily available to the world. Every aspect of ZEE5 is based on our deep understanding of our consumers and their local ecosystem. ZEE5, while phenomenally easy to use, banks on superbly sophisticated technology to create this ease. It is both local and global at the same time and we know it is going to change the way you watch content.”

Punit Goenka, MD & CEO, Zee Entertainment Enterprises Ltd staunchly believes this new property will lead to emergence of new audience set. “The launch of ZEE5 further strengthens us as a Media & Entertainment powerhouse. A blend of unrivalled content offering and robust technology is the foundation of this all-new digital offering from our end. We have invested immense amount of time and energy in creating and acquiring rich and engaging content for ZEE5. We are spending as much as to make it a success.” He also believes there is a dearth of content on health and there’s where Zee5 comes in and will act as a differentiator.

Moving ahead it will aggressively use the combination of content creation and acquisition strategy.

Anand also ensured that existing Ditto and OZEE customers will seamlessly upgrade to Zee Five. “If you are an OZEE customer you will be upgraded to Zee5 in WiFi zone automatically. Ditto will be forced upgrade.”

Features
• First digital entertainment platform in India to offer Voice Search, thereby instantly bringing entertainment into the hands of millions of Indians who are not so digitally savvy. Viewers can search for content by simply speaking the name of a show or movie.
• ZEE5 is also available as a Progressive Web App (PWA) to address the patchy connectivity and low phone storage scenarios. Viewers get a superior app experience without having to download the app.
• The Content Download option enables a viewer to download content from the app while on Wi-Fi and save it to watch later without incurring data costs. In addition, the option to save this content on the SD/memory card enables viewers to manage their phone memory easily.
• A Multi-CDN strategy, based on real time performance based selection, will ensure a high quality, superbly optimized video viewing experience for ZEE5 viewers across all devices.
• Additional key features include Chromecast / airplay support, Add to Watchlist, Add to Favourites, Set Show reminders, ability to browse other content with player minimisation, TV Guide and uninterrupted streaming on low bandwidth.

ZEE5 launched its multilingual brand anthem directed by Dangal director Nitesh Tiwari. Composed by Amit Trivedi and written by Amitabh Bhattacharya, the anthem is a celebration of languages and brings to life the freedom of consuming content in the language of your comfort i.e. ‘Apni Bhasha Mein Feel Hai.’ Keeping in mind the distinct audiences, two versions of the anthem have been created - one for the north market and one for the South, each catering to the specific market nuances for authenticity and connect. BBH is the creative agency.

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