ZEE5 targets global markets; aims to acquire and create international content

Zee5 has also launched the 'Extreme Emotion’ campaign that portrays Indian tastes and flavours to the world

e4m by Tasmayee Laha Roy
Updated: May 8, 2019 8:30 AM

With a bag full of new originals, launching content in international languages and an aggressive expansion plan, ZEE5 is doing everything it takes to go global.

According to the homegrown OTT player, launching of content in 5 international languages is the first step towards going truly global with the medium. The idea of going global however is not restricted to launching content in these five languages. “Going forward, we surely have plans to add on more international languages. We could also get into acquisition and creation of content depending on the traction we see in these markets,” said Archana Anand, Chief Business Officer, ZEE5 Global.

Talking of going global Anand said, “We’ve seen phenomenal traction across several markets including great organic traction in markets like Malaysia and Australia, and are No1 across markets like Bangladesh and Sri Lanka. We have a lineup of 72 Originals announced till Mar 2020, and a clearly marked out expansion plan to deepen our presence now across markets, including driving various telco and ecosystem partnerships. We will be looking to quickly replicate our successes in other markets too.”

The aim of launching content in Malay, Thai, Bahasa, German and Russian for ZEE5 was to increase the user base in global markets. However the choice of these particular languages ie Thai, Malay, Bahasa, Russian and German to launch their international content expansion with, has been on the back of the strong demand that ZEE5 has seen in these markets for Indian content.

“ZEE already has a strong presence in these markets on the linear platform on channels like ZEE Nung, Bioskop, Zee One, etc. so we had access to the deep insights and learnings that came from this existing market presence about the love and demand for our movies and TV Shows, especially when made available in the local language,” said Anand.

According to the OTT player, with the addition of these languages to their content across TV shows, movies, and originals it makes them a compelling proposition for the audience.

Keeping their audience in mind Zee5 has also launched the 'Extreme Emotion’ campaign that portrays Indian tastes and flavours to the world.

“Extreme Emotion highlights the over the top extreme emotions and the sensational quotient that Indian content stands for. From our experience across multiple markets, and basis our linear channel successes, we know that people across the globe love Indian content for its larger than life portrayal of everything be it the weddings, the dances, the high drama and high emotion scenes, the romantic scenes and so on. This vibrancy is in itself a reflection of our culture, eg the spices we consume, our colourful festivals, our exuberant weddings and so on. So, what we wanted to convey through this campaign to mainstream audiences is that now all this larger than life Indian content that you love is available for you to watch - in your own language,” Anand added.

The campaign announced towards the end of April is now being be rolled out across all relevant markets on linear and digital platforms, and through on-ground events in select markets.

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