Zee creates $250 mn content development fund for wellness network, Veria Living
The $250 million fund has been earmarked for development, production, co-production and acquisition of high quality, multimedia health and wellness programming as Veria Living prepares for January 2012 re-branding.
Subhash Chandra, Chairman, Zee Group, has announced the creation of a $250 million content development, production, co-production and acquisition fund that will benefit Veria Living, a network devoted to showcasing wellness programming and related content across multiple media platforms.
The New York-headquartered Veria Living television network is available throughout the US to Dish Network, Verizon FiOS and Frontier Communications subscribers.
Chandra noted that the establishment of the $250 million fund was yet another step in Zee Group’s strategic five-year plan to further expand Veria Living’s presence in the US and beyond as the go-to-source for all things health and wellness. He added, “We are firmly committed to growing the Veria brand across television, Internet, mobile and OTT platforms. By focusing on original content development and production, we’re not only looking to build a broad US audience for Veria Living, but also setting the table for the expansion of the brand globally over the next couple of years.”
The news comes on the heels of Veria’s recent announcement regarding its new primetime programming line-up, launch of its new comprehensive website (www.Veria.com) and rebranding as Veria Living scheduled for a January 2012 premiere.
Veria Living as well as its Zee TV suite of Indian language channels are managed in the US by Asia TV USA Ltd and overseen by its CEO Suresh Bala Iyer. Iyer remarked, “We not only want to appeal to our core 35-44 adult and 25-54 women demos, but to all Americans who are looking to lead healthier lives. Veria Living helps them to achieve this by passionately advocating for quality and vitality of life by following proven wellness and nutritional activities. This fund will go a long way towards helping us to achieve our goals while creating the most entertaining content possible that fits our mission.”
Chandra, who founded Veria as way to promote wellness to the West, was in New York to receive the 2011 International Emmy Directorate Award. While in New York, Chandra also addressed the burgeoning opportunity in the US for South Asian media content. He noted, “We have experienced strong consumer support for Zee TV in the States. In the New York metro area alone, viewers watch the channel for nearly one hour daily, Monday-Friday in the primetime period (per Nielsen).”
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