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ZEE Entertainment Enterprises Limited is set to launch a new general entertainment channel Zindagi offering a veritable fair, including content from Pakistan, Latin America and West Asia to suit the Indian audience.
The company network with over 700 million viewers across 70 countries indicated that it plans to spend about Rs 80 crore to Rs 100 crore in providing marketing and brand push.
ZEEL, whose corporate philosophy is “ Vasudhaiva Kutumbakam ,”—the world is my family, aims to unite people in India and across the world with shows produced overseas.
The company expects the channel will have appeal even in south India, as the audience would love to embrace universal emotions brought through the network.
Introducing the channel here today, Shialaja Kejriwal, Chief Executive, Special Projects and Priyanka Datta, Business Head, Zindagi and FTA Cluster, said that the channel to be launched on June 23 is targeted at the family viewing with today’s Indian sensibilities of wanting to balance household responsibilities and at the same time, relating one’s own identity. The channel is set to infuse fresh story-telling to the Indian TV industry.
The new channel will seek to engage and interact with its audience through diverse shows written by award-winning novelists like Gulzar, Nusrat Fateh Ali and literary stalwarts. Many of these shows are adapted from famous novels and books.
Zindagi will be available 24 hours on both analog and digital (digital cable and direct to home) platforms in India.
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