Mumbai: With an endeavor to leverage the opportunity that the new India of tomorrow presents, leading media & entertainment powerhouse Zee Entertainment Enterprises Ltd. (ZEEL), announced today that it will further strengthen its regional portfolio to serve the many Bharats within our country. In line with this, ZEE unveiled four new channels – Punjabi GEC Channel – Zee Punjabi and three movie channels – Zee Biskope (Bhojpuri), Zee Thirai (Tamil) & Zee Picchar (Kannada) to add to the extraordinary kaleidoscope of cultures and to successfully continue its journey of winning hearts of viewers across the many Bharats.
ZEEL in its recent press release stated “29 states…a plethora of myriad cultures…and a billion dreams! India is the proverbial melting pot of cultures where every state has the scale and diversity of a country. In order to win people’s hearts in any region of India, one needs to understand them in their cultural context and engage with them in their own ‘bhaasha’ or ‘boli’. At ZEE, we have always valued the diversity of the cultures and people that exist within ‘a mini India’ that thrives in every part of the country. As the leading Media & Entertainment powerhouse, we have always led the way in not only talking to the consumer in their language but also taking inspiration from their lives and understanding of their cultures, ambitions, fears, challenges, and moments of celebration. We translate this cultural soul to screen through our stories which has been fueling our success for almost 3 decades now.”
Speaking on the occasion, Punit Misra, CEO – Domestic Broadcast Business, ZEEL said, “ZEEL has completed 27 illustrious years, now entertaining over 800mn* people across India, 650mn* of which comes through our non-Hindi offerings. We at ZEEL have always believed that deep understanding of cultures across the many Bharats, and then serving people entertainment rooted in each culture is what wins hearts, be it through original shows, or through curation of content like movies. As India’s leading broadcaster with successful channel offerings across states, we have consistently showcased our capability to understand the cultural pulse of our extraordinary country. This is at the core of our differentiated strategy at ZEEL. Our newest offerings are designed to add to our growth trajectory, further cementing our belief in winning hearts across many Bharats.”
“At ZEE we have always believed that at the heart of storytelling lies culture, and for successful and endearing stories, one needs to obsess about getting deep inside this cultural core of each of our regions. This “soul to screen” approach is what helps us bring alive the spirit of that region through unique stories, relatable charming characters and boli that drives love for our brands and helps us belong to our audiences. From a highly TV penetrated but hugely under consumed latent Punjabi GEC opportunity to insatiable, thriving demand for movies in the Bhojpuri, Tamil and Kannada markets, the regional need gaps present the perfect opening to further deepen these bonds. We crafted and curated these four new offerings powered by deep viewer understanding, loads of passion and hoping that our viewers enjoy them as much as we did creating them!”, said Prathyusha Agarwal, Chief Marketing Officer, ZEEL.
