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Zee Entertainment and UK-based BBC WorldWide have entered into a programming deal that will see shows from the latter’s drama-focussed BBC First brand being available on Zee Cafe.
Zee Cafe said besides adding a freshness into its programming line-up the partnership will also add new viewership into the English cluster.
The new content line-up will be available on Zee Cafe by June 26.
“It is a long-term deal with BBC where we have curated content which we believe would be relevant to the Indian market. We are constantly looking to add new content. Currently, our new line up from BBC First will be aired only on our linear platform and not on the digital. The idea is to give our television viewers fresh content,” Aparna Bhosle, Business Cluster -- Head, Premium & FTA GEC Channels, Zee Entertainment Ltd, told BusinessLine .
Bhosle said that the Zee Cafe will broadcast 11 shows including Emmy-nominated Fleming: The Man Who Would Be Bond and War and Peace, Class, SS-GB, Maigret, Doctor Foster, Top of the Lake, The Kettering Incident, New Blood, From Darkness and Thirteen.
Bhosle said that Zee Cafe has shortlisted 16 more shows which may go on air by November.
“British dramas are growing all over the world. Our partnership with Zee will bring new content into India. BBC First has been very successful in countries where it has already launched across Australia, the Middle East, Europe and Asia. We look forward to connecting with Indian audiences,” said Julia Kenyon, Director Brands & Content Marketing, BBC Worldwide.
The English entertainment space has been witnessing rapid strides with most major players having an English GEC or movies vertical.
As per a BARC data, the average time spent per viewer in the English entertainment genre has increased by 2.47 minutes in 2016.
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