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Breaking FIRST : Zindagi completes one year, plans original content
MUMBAI: Zee Entertainment
Enterprises Ltd’s (ZEEL) premium
Hindi general entertainment channel
Zindagi is completing one year of run
on 23 June.
ZEEL’s aim with its third Hindi GEC
was to create a new category within
the genre, targeting the ‘progressive
mind-sets’. The channel was launched
across India and not just in the Hindi-
speaking markets.
The channel had many firsts to its
credit, including syndicated content
from Pakistan and finite shows.
However, the channel witnessed a
subdued start on the ratings chart.
Though it had shows like ‘Aunn Zara’,
‘Badalte Rishtey’, ‘Dhoop Chhaon’,
‘Humsafar’, ‘Kash Main Teri Beti Na
Hoti’, ‘Kitni Girhain Baaki Hain’ and
‘Zindagi Gulzar Hai’, the channel
could not manage to make a
stronghold in the Hindi GEC hierarchy.
However, Madison Media COO Karthik
Lakshminarayan considered Zindagi a
good channel for the metros. “The
channel ought to be compared to the
English niche genre. It has a loyal
audience base, which is clearly
different from the rest of the GECs,
so it can be worth the premium for
select advertisers.”
Original production
Over the last 12 months, the channel
has launched/aired two telefilms and
54 shows in the form of drama,
telenovela, anthology series, daily
soap, cooking and beauty content.
At launch, Goenka had stressed that
while the channel would start its
journey with mostly syndicated
Pakistani content, it would also get
into production immediately, both in
India and in Pakistan.
Now, one year after the launch, the
channel is set to introduce its first
original production in the form of a
non-fiction show, ‘Shukriya’.
To be hosted by actor Gunjan Utreja,
the show will give viewers a chance to
thank their loved ones.
The story so far
Zindagi’s launch was supported by a
big-bang marketing push, spanning
across print, electronic and digital
media with a marketing budget of Rs
80–100 crore.
ZEEL had handpicked content from
Pakistan from acclaimed writers,
which it claimed embraced universal
emotions. It had also taken concepts
and ideas from markets like Egypt,
Turkey and Latin America.
The programming on the channel is
different from the existing Hindi
GECs. Zindagi so far has had only
finite fiction content.
Stressing the need for a channel like
Zindagi, Goenka had explained that
the aim was to chase a viewer of a
different mind-set with distinct
identity and flavour.
“Currently, the Zee TV viewer is of a
mind-set that we define as
‘traditionalists’. Having a band for
such stories would be like mixing
Chinese cuisine with Indian. Here we
are trying to bring alive a new
category that is as of now non-
existent in the Indian TV space.
Hence, it required full-fledged
efforts,” he had said.
Recently, the channel introduced an
afternoon band called ‘Fursat Ke Pal’
with three new shows between 1 and
2.30 pm.
ZEEL’s Hindi GEC play
Zindagi was the third Hindi GEC from
the ZEEL stable after its flagship
product Zee TV and free-to-air (FTA)
offering Zee Anmol.
ZEEL discontinued its Punjabi channel
ETC Punjabi and launched Zindagi
using the same licence. Later in March
this year, ZEEL launched its fourth
Hindi GEC &TV, under the ‘&’
On the ratings chart, Zee TV is at No.
3, below Star Plus and Colors, while
&TV is at No. 7 among the pay
channels. Zindagi stands at No. 9.
Meanwhile, among the FTA channels,
Zee Anmol is No. 1 (as per first set of
individual data released by BARC
India), ahead of Viacom18’s Rishtey
and Star Utsav.

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