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Zee Entertainment Enterprises Ltd (ZEEL) has launched its new general entertainment channel in India – Zindagi.
Based on the philosophy ‘Vasudhaiva Kutumbakam (the world is my family) philosophy, the Hindi channel, which will be available nationally, aims to unite people in India and across the world with shows produced overseas.
The new channel will be kicked off with the collection of the best shows picked from across the border on June 23.
Bharat Kumar Ranga, Chief Content and Creative Officer, ZEEL, said: “The launch of Zindagi is a step to expand the ZEEL Network in India. This channel, a first in its category of GECs, will offer alternative fiction content suitable for Indian sensibilities and produced by content creators from around the world. We believe that culture and talent should not be bound by any barriers.”
The share of general entertainment channel category had increased from 34 per cent in 2008 to 40 per cent in 2013, he said, adding that extensive research conducted across cities in India for Zindagi had revealed that audiences were ready for alternative content.
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