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After banning Pakistani shows from its channel, Zee Entertainment-owned television channel Zindagi is scaling its pipeline of international content.
The company has added Turkish and Ukrainian shows to its content line-up and is in talks to source shows from Egypt, Latin America, Portugal, Korea and Spain.
“As a channel we cater to a niche audience which has an openness to new content from different geographical regions. This audience is well travelled and demands a content which is not a typical Hindi GEC,” Suni Buch, Chief Business Officer, Zee Entertainment Enterprise Ltd told BusinessLine .
Buch said the channel had revamped its content line-up after its Turkish shows started attracting eyeballs.
“Our aim is to look for shows which have strong storyline and plot. We believe there is certain universality of emotions which can click with Indian audience as well,” he added.
Zindagi had a clutch of popular Pakistani shows.
However, these shows were scrapped following Uri terror attack and turmoil between India and Pakistan.
Zindagi was launched with three of the most popular television shows including Humsafar and Zindagi Gulzar Hai from the neighbouring country.
Following the success of its Pakistani shows, Zindagi started airing its Turkish shows.
“Turkish shows were a surprise to us as it was well received by the Indian audience. We are looking to acquire the telecast rights of various international shows,” he said.
He added that that advertiser response to the niche channel has been good and almost all major brands are advertising on its prime time shows.
Buch said Zindagi had also launched three Indian original shows namely, Sphere Origins' TV Ke Uss Par , Khwaabon Ki Zamin Par by Anupam Kher's Actor Prepares and Agar Tum Saath Ho by Gulshan Sachdeva's Film & Shots.
Asked if the channel was focusing on both digital as well as DTH, Buch said currently its focus was totally on the linear platform.
“Digital is growing in India. But currently, we continue our focus on television”.
Recently, Zindagi had associated with Twitter’s streaming platform Periscope to live stream its prime-time line-up as part of its marketing campaign.
Periscope allows users to broadcast and explore the world through live video – all in real-time – through hearts and comments.
Buch said: “the association was another way to build advocacy through unique experiences that evoke the brand proposition Yeh Lamha Hi Hai Zindagi and mirror the viewers’ premium lifestyles.”
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