ZEE5, a leading home-grown video streaming platform is all set to strengthen its footprint in Punjab and neighbouring areas of Northern India with an enticing content slate in Punjabi. ZEE5’s Rajj Ke Vekho initiative will see the launch of a series of Punjabi movies, web-series, originals and shows, starting with a set of power-packed, straight-from-the-theatre titles from Zee Studios – Puaada, Qismat 2, Jinne Jamme Saare Nikamme, and Fufad Ji, starring popular Pollywood names Ammy Virk, Sonam Bajwa, Sargun Mehta, Binnu Dhillon, Gurnam Bhullar, and many more! These stories from Punjab’s heartland will be available in an all-inclusive annual subscription plan priced at INR 499/-.
With an increase in diversified and quality content consumption from across the country owing to the pandemic induced lockdown, entertainment has become an essential need and OTT platforms have gained massive popularity. While this has resulted in a surge in demand for regional content, including Punjabi, there aren’t many options available at the consumer’s disposal, giving rise to a huge uncatered demand. With its exciting content slate, ZEE5 aims to address the content demand of 3cr+ Punjabi native speakers in India, offering a robust library of Punjabi content at the tap of a button, thereby making deeper inroads into the country, and furthering its aim for entertainment inclusion.
Commenting on the initiative, Manish Kalra, Chief Business Officer, ZEE5 India said, “As the country’s multilingual storyteller, we have continued our efforts to keep the audience entertained across various cohorts and demographics to achieve deeper regionalization and penetrate into Bharat. Punjab, today, boasts of over 70%+ internet penetration, a telecom infrastructure density that ranks third in the country, with one of the highest GDPs and per capita incomes in India. Despite this, the content offerings in the local Punjabi language aren’t as diverse as a crucial market like Punjab deserves. As a result, while intent among the audience is high, the availability of options is low, which is precisely what ZEE5 is here to address with Rajj Ke Vekho. Our increased focus on Punjabi bespoke content will aim to cater to this rising demand for quality entertainment in local languages. This will help us become a one-stop destination for users to watch high quality Punjabi content, bringing us one step closer to our larger vision of achieving entertainment inclusion for underserved markets.”
Talking about the new content line-up, he added, “It is diverse and purposeful, especially curated for our Punjabi-speaking audience. Through our ability to deliver a world of real, relevant, and resonant stories across various devices and operating systems, we want to bridge the gap between the TV watching audience and OTT users bringing everybody onto a common platform, ZEE5.”