As regional television enters a phase where cultural authenticity and hyperlocal relevance are becoming decisive growth drivers, broadcasters are rethinking how deeply they reflect the lived realities of their core audiences. In Karnataka, this shift is particularly pronounced, with viewers increasingly favouring stories, characters, and formats that mirror their language, traditions, and aspirations across both rural and urban markets.
In this context, MediaNews4U speaks with Deepak Sriramulu, Chief Channel Officer – Zee Kannada & Business Head – Kannada Zee5, who shares his vision for strengthening the channels through culturally rooted content, impactful fiction and non-fiction programming, and deeper engagement with mass and rural audiences across the state.
Q) How is Zee redefining Kannada television by grounding ZEE Kannada more deeply in Karnataka’s cultural ethos?
Deepak Sriramulu: We believe Kannada audiences reward authenticity. By embedding Karnataka’s lived realities, dialects, festivals, occupations, and belief systems into our content, we are building emotional stickiness that directly translates into higher appointment viewing, longer time spent, and stronger channel loyalty. Our on-ground activations, festival integrations, and hyperlocal outreach ensure that the channel is present in the cultural calendar of Karnataka, not just on TV screens. This cultural grounding helps us defend and grow share in a cluttered entertainment market.
Q) In a market crowded with adaptations, why does region-first storytelling matter more than ever for Kannada audiences?
Deepak Sriramulu: Kannada audiences are no longer looking for familiarity—they are looking for authenticity. Stories that are deeply rooted in Karnataka’s culture, language, and lived experiences create a sense of ownership that adaptations simply cannot replicate. Region-first narratives build trust, loyalty, and cultural pride—three factors that translate directly into sustainable viewership and advertiser confidence. For Kannada audiences, seeing their realities, values, and aspirations reflected authentically is no longer optional—it is the reason they choose to stay, engage, and come back.
Q) How do you ensure that rural narratives on television remain authentic and contemporary, not clichéd?
Deepak Sriramulu: Authenticity in rural storytelling comes from treating rural audiences as contemporary, evolving consumers—not as nostalgia or stereotypes. We ensure this by grounding our narratives in real, present-day rural Karnataka, where tradition and modern aspiration coexist.
Our creative process begins on the ground—through local writers, cultural consultants, and continuous audience feedback—so that stories reflect today’s realities, not dated clichés.
Q) What makes fiction the strongest driver of loyalty among Karnataka’s mass audiences today?
Deepak Sriramulu: Fiction remains the strongest driver of loyalty among Karnataka’s mass audiences because it delivers something no other genre can—daily emotional continuity. Well-told fiction becomes part of the viewer’s routine, reflecting their relationships, values, struggles, and aspirations in a way that feels personal and ongoing.
In a fragmented media landscape, fiction creates habit. Characters turn into companions, stories become shared family conversations, and narratives evolve alongside the audience’s own lives. The relatability of content to viewers’ lives—or to those they interact with—deepens emotional connection and builds long-term affinity; content becomes family.
Strong fiction builds durable IPs that anchor the channel, drive consistent reach across demographics, and create long-term value across television, digital, and brand partnerships. That is why fiction continues to be the backbone of mass entertainment in Karnataka.
Q) How is non-fiction programming helping Zee expand reach beyond metros and strengthen viewer connect?
Deepak Sriramulu: Non-fiction programming is critical for making participation, aspiration, and local pride central to the viewing experience. Formats like reality and talent shows allow viewers from small towns and rural Karnataka to see themselves on screen—not just as audiences, but as active participants.
These shows cut across age, gender, and geography, creating shared moments of celebration and conversation within families and communities. By spotlighting local talent, regional traditions, and real-life journeys, non-fiction builds immediacy and emotional connection that goes beyond passive consumption.
Non-fiction widens the top of the funnel, brings new viewers into the ecosystem, and complements fiction by strengthening habit and recall. Together, they deepen engagement, enhance advertiser relevance, and help us build a more inclusive and connected Kannada viewing universe.
Q) Are rural and semi-urban Kannada audiences becoming more open to format innovation and experimentation?
Deepak Sriramulu: Yes, definitely. Rural and semi-urban Kannada audiences are far more open to format innovation today than they are often given credit for. The new-age audience is exposed to a variety of content thanks to the widespread reach of the internet and technology; they will not consume content that is irrelevant.
It therefore becomes of utmost importance that we constantly innovate with fresh formats that resonate with people today, while ensuring the content remains rooted in familiar emotions, cultural context, and lived realities.
Q) Beyond ratings, how will you measure success for ZEE Kannada over the next year?
Deepak Sriramulu: For ZEE Kannada, success isn’t just about winning ratings—it’s about becoming indispensable to our viewers, where relevance, loyalty, and trust drive sustainable growth. What matters most for us is how deeply we embed ourselves in our viewers’ daily lives.
We are focused on increasing time spent, strengthening appointment viewing, and building long-term loyalty—especially among families and women across Karnataka. We believe ratings will follow when we create durable, culturally rooted IPs that extend beyond television into digital, on-ground engagement, and brand partnerships.
