zindagiThere is no dearth of channels to choose from in India. Even with nearly 400 general entertainment channels (GECs) in various languages currently operating, Zee Entertainment Enterprises Ltd (Zeel) believes that its new offering - Zindagi

"People's tastes are evolving and so we have to create a standard for our offerings. There is a need for categorisation in Hindi GECs too. Many audiences in SEC A, SEC B and metros want good shows but don't get them. This number represents about 40 per cent of the total audience but their time spent is less than 20 per cent to 25 per cent because they don't get such good shows back-to-back. Zindagi seeks to create a new category here," says Zeel chief content and creative officer Bharat Ranga.

The channel is the brainchild of Zeel chief creative special projects Shailja Kejriwal who has spent close to two years viewing and handpicking global content that can resonate with Indian audiences. "I was bored with what I was creating myself," she says. "This channel is a great opportunity to see another culture which isn't much different from ours. We will begin with the best shows from Pakistan because it has the greatest language affinity and then go on to co-producing our own shows depending on viewer feedback," she adds. The channel will soon also telecast Pakistani movies.

Content on the new channel isn't limited to our neighbouring country. Shows from Bangladesh, Sri Lanka, Turkey, Latin America and Iran are also in the pipeline. Unlike the now extinct channel from Sahara-Firangi - that aired dubbed international content, Zee will be recreating international shows with Indian and Pakistani talent. The shows that have story affinity but not language will be remade and not dubbed. "So we will buy the licences for these shows and co-produce it using Indian and Pakistani producers, actors, directors, writers etc. Alongside we will also produce telefilms in a similar manner," informs Kejriwal.

According to Kejriwal, telefilms are a necessity whether or not they get TAM ratings. "It will give an opportunity to new talent and new stories to be shown. When serials run for more than three or four years, they don't leave space for new talent," says she.

Zee also has plans for commissioned shows that will be created in both India and Pakistan. "So while we will have some Pakistani production houses making shows exclusively for Zindagi: shot, written and directed in Pakistan, there will also be shows that will be created here in India," adds Kejriwal.
The channel aims at tapping those viewers who are open to variety in the content they consume. "It is not a homogenous viewing nation anymore. Many people want to see limited series and we will cater to them," reveals Kejriwal.

Click here to read the full article. 

News - India

News - Sri Lanka / Tamil Eelam

More news videos from Tamil news channels from India.

More videos

More news videos from Tamil medias related to Sri Lanka / Tamil Eelam.

More videos

Food & Cooking

Serials

More food related videos from different providers.

More videos

For more serials from different channels and providers.

More videos

Astrology

TV Channels

For more Astrology related videos.

More videos

For more videos from different TV channels.

More videos

Cinema

Comedy

For more cinema related videos from different channels.

More videos

Click here to watch more comedy clips from movies, independent artists, shows etc.

More videos

mod_amhtml5audio_pro

Queue is empty
-- / --
xmlns="http://www.w3.org/2000/svg" xmlns:svg="http://www.w3.org/2000/svg">
  • TRT Tamil Olli