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Zindagi to target younger viewers with new content

MUMBAI: After completing more than a
year now, Hindi entertainment
channel Zindagi is planning to scale
up. While original fiction production is
underway, it is also adding movies to
the programming mix along with
content from countries other than
While targeting women aged between
15 and 50 years, the channel has now
realised that the Pakistani content
has been resonating well with the
middle-aged audiences.
In a bid to target younger viewers in
the age group of 15–30, it has now
acquired a youthful Turkish drama
titled ‘Feriha’.
Zindagi and FTA cluster business head
Priyanka Datta said, “The TG that we
have been looking at since the start
is female 15–50. All the content that
we have procured is keeping that in
mind. The Pakistani content resonated
well with the 30 and above audiences.
But this show should attract the
under-30 audience as well. Any show
we produce will be done keeping this in
A college-centric love story, ‘Feriha’
will be the first Turkish drama to air
on the channel. This will also be the
first dubbed show on Zindagi.
Launching on 15 September, the show
will air at 7 pm, with a repeat at 11
“The introduction of Turkish content
is a natural progression for us and we
will keep getting content from other
parts of the world. We chose ‘Feriha’
as the debut for Turkish content in
India as the show captures the subtle
nuances of the traditions and culture
that is unique to our continent. The
story is that of a young girl torn
between her family’s hopes for her,
her own dreams and her aspirations to
fit into the upper echelon of society,”
Datta added.
Going ahead, the channel will stick to
its strategy of finite shows and will
continue to be a fiction-driven
channel with a Monday–Saturday
routine. On Sundays, the channel will
feature telefilms and non-fiction
shows like ‘Shukriya’.
With Pakistani and Turkish content
already in its kitty, Zindagi has also
identified Latin America as a potential
market. Being very short in their
format, most of these acquired shows
will have multiple airings in future.
“We already have fiction shows under
production, which will be the next leg.
With the original shows, one won’t
see the glossy attires and make-up
like those on other GECs. We will
maintain the look and feel of the
shows already on the channel.
Moreover, the shows will have more
outdoor locations and there will be
fresh faces as leads for all the
shows,” Datta mentioned.
Although the channel is targeting the
primetime band for its original shows,
it is also gradually building up its
afternoon band where it had launched
shows procured from the US.
Besides fiction shows, the channel is
also bringing in Bollywood movies as
part of its programming strategy. It
aired its first film, the Shahid Kapoor
starrer ‘Haider’, earlier in August
this year.
“We will keep showing movies going
ahead as long as they go with the
grain of the channel. We will also
keep doing more telefilms. We have
also done non-fiction with
‘Shukriya’. We don’t have a block
against anything. The channel will
keep offering different genres and
styles of programming,” she stated.
According to Datta, Zindagi has been
witnessing positive response from
viewers and advertisers. “When we
launched we had 11–12 clients. Within
a month we went to 24–25 and ended
the year with 140–150 clients,” she
summed up.

Zindagi to target younger viewers with new content

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