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  • Breaking the ‘Serial Killer’ TV Dilemma: ZEE5 Unveils “ZEE5 TV, Apna TV” AVOD brand campaign

    Breaking the ‘Serial Killer’ TV Dilemma: ZEE5 Unveils “ZEE5 TV, Apna TV” AVOD brand campaign

    Mumbai: ZEE5 has introduced its latest AVOD brand campaign, “ZEE5 TV, Apna TV”. The campaign aims at empowering viewers with the flexibility to watch their desired content at their convenience. Launched strategically with the ongoing cricket season, the promos revolve around a “Serial Killer’ that’s present in every household with a touch of humor and relatability.

    The premise of the campaign plays on the idea of a husband inadvertently ‘killing’ his wife’s precious TV serial-watching time by switching channels to sports or news.  ‘ZEE5 TV, Apna TV’ highlights the platform offering a plethora of content options to watch at zero cost, anytime, anywhere.

    Speaking about the campaign, ZEE5 AVOD marketing Abhirup Datta, said, “At ZEE5, we continue to design innovative campaigns that help us form a deeper connection with our audience. With ‘ZEE5 TV, Apna TV’, viewers can reclaim their TV time and enjoy their favorite shows and movies hassle-free, at any time and zero cost. This brand campaign is a testament to our commitment to providing a seamless and enjoyable entertainment experience to our audience and we hope that the campaign and our diverse offerings will be appreciated and enjoyed by our viewers across the country”.

    Featuring the leads of top AVOD shows, ZEE5 has taken a multilingual approach by launching the promos in different languages like Hindi, Marathi, Tamil, Telugu, and Bangla. The promos are brought to life by talented actors such as Janani Ashok Kumar from the Tamil show “Idhayam”, Pallavi Gowda from the Telugu show “Nindu Noorella”, with Richard Jose who plays the male lead in both, “Idhayam” and “Nindu Noorella” & “Saavasam”, Somyadeep Mukherjee from the Bangla show “Swayambhu” and “Jagadhatri” along with Ankita Mullick who is his co-star of the latter show, Hrishikesh Shelar and Shivani Rangole from the Marathi show “Tula Shikvin Changlach Dhadha”, and Paras Kalnawat and Sana Sayyad from the Hindi show “Kundali Bhagya”, among others.

    For “ZEE5 TV, Apna TV”, the platform has executed a high-frequency promotional outreach across social media, TV and the internet to target the country’s entertainment aficionados. The promos are conceptualized with four major ideas including, “The Serial Killer Husband”, “Mother-in-law: Save Your Screen Time”, “Teleshopping Spoof: Bumper Dhamaka Offer”, and “News Reporter Spoof: Beware of the Serial Killer”.

    1.    Serial Killer Husband Promo:

    2.    News Reporter, Beware of the Serial Killer Promo:

  • “We believe powerful storytelling sparks relatable conversations driving positive change”: ZEE5’s Abhirup Datta

    “We believe powerful storytelling sparks relatable conversations driving positive change”: ZEE5’s Abhirup Datta

    Mumbai: With the ever-evolving consumer preferences, content too is rapidly transforming, especially in the AVOD platforms. ZEE5, one of the major OTT players in India, is at the forefront of this revolution, curating engaging and diverse content to meet the demands of today’s digital audience.

    From captivating originals to socially relevant initiatives like #NoNaariNoShakti and #ZEE5GameChangers, ZEE5 is not just reshaping entertainment but also fostering societal dialogue and meaningful engagements.

    Catching up with ZEE5’s head – AVOD marketing Abhirup Datta, who is

    driving the overall AVOD growth and development agenda by increasing users, videos viewed, time spent and in building brand affinity with best-in-class customer experience, Indiantelevision.com delved into ZEE5’s content curation, their #NoNaariNoShakti and #ZEE5GameChangers initiatives driving societal changes, unique challenges in the AVOD space and more…

    Edited Excerpts:

    On ZEE5 curating and ensuring its AVOD content in Hindi and regional languages remains engaging and relevant amid evolving viewer preferences

    At ZEE5, our approach to curating AVOD content is deeply rooted in understanding and adapting to evolving viewer preferences. Adopting a consumer-centric approach, we carefully curate a content pipeline featuring exclusive titles, nostalgic classics, direct-to-digital releases, e-sports, devotional content, kids’ content, and catch-up TV, enabling access to high-quality content at any time on our platform. In 2023 alone, we launched a plethora of movies, web shows, and exclusive films like ‘Ardh’ with Rajpal Yadav, ‘Am I Next’ with Anushka Sen, and Priyamani’s ‘Sarvam Shakti Mayam’. This year as well, we continue to offer quality and impactful stories like our recent AVOD original ‘Kaam Chalu Hain’.  

    Our content library comprises of more than 2000 plus free movies across languages catering to diverse regions pan-India. Through the rich legacy of ZEEL (Zee Entertainment Enterprise Ltd), ZEE5 is also home to over 1400 GEC shows spanning 10 plus languages including Hindi, Marathi, Bengali, Malayalam, Telugu, Tamil, etc. On AVOD we also stream popular international titles and K-drama series dubbed in local languages. Localisation of content via dubbing and subtitling, along with the rise of affordable high-speed internet and increased smartphone accessibility, has contributed significantly to the growth of the AVOD segment.

    Lastly, we also craft innovative brand campaigns to facilitate access to premium content. For example, campaigns such as “ZEE5 Manoranjan Festival,” “Any Time Manoranjan”, “Azadi Ka Jashn, ZEE5 Ke Sang”, and “ZEE5 Kids Festival”, amongst others enable our audiences to explore and engage with diverse content. We also successfully forayed into esports with IESF Big Bang Asia Open 2023 and sports streaming with ILT20.

    On ZEE5’s innovation with campaigns like #NoNaariNoShakti and #ZEE5GameChangers to foster meaningful engagements and contribute to societal dialogue

    At ZEE5, we believe in the power of storytelling to create meaningful, relatable conversations and drive positive change. With #ZEE5GameChangers, our goal is to connect, collaborate, and communicate with our viewers through socially relevant stories. In line with the initiative, ZEE5 offers titles like ‘Sirf Ek Banda Kaafi Hain’, ‘Duranga’, ‘Abar Proloy’, ‘Lakadbaggha’, ‘Lost’ ‘Ayali’, ‘Mrs Undercover’, and ‘Chhatriwali’, amongst others. On the other hand, #NoNaariNoStory championed women-led narratives against the backdrop of International Women’s Day. The campaign was unveiled with a “Social Media Glitch” executed across our social media platforms. It showcased key visuals of popular ZEE TV shows airing on ZEE5 featuring male leads alone. Through this, it creatively portrayed the intrinsic role female characters/leads play in our stories. Leveraging activations, influencer collaborations, and user-generated content contests, the campaign trended on social media, garnering significant engagement and reach. With initiatives like #NoNaariNoStory and #ZEE5GameChangers, we deepen our commitment to delivering diverse and engaging content experiences while solidifying our position as a leading AVOD streaming platform.

    On the unique challenges that ZEE5 faces in the AVOD space, and how does it address them

    Navigating the dynamic OTT landscape presents ZEE5 with unique opportunities for growth and innovation. Maintaining campaign freshness, engagement, and ongoing user interest is crucial for us, as meeting the rising demand requires constant innovation to satisfy our ever-evolving digital audience’s expectations. For this, we collaborate with the relevant creators to offer more engaging storytelling to our audiences. We realise that audiences are value-conscious and have tailored our AVOD model to perfectly meet the diverse needs of our viewers. Through our brand campaigns, consumers can experience a variety of content and make well-informed decisions. We also aim to engage our viewers through short format festive content in terms of ‘Festive Look’, ‘Shop like a star’, ‘High 5 with ZEE5’ amongst others.

    We also focus on creating unique and engaging properties, through exclusive content, and exploring new genres and formats. Moreover, our platform features properties like ZEE5 World Hits and ZEE5 Spark, offering premium international titles dubbed in local languages. Additionally, our expansion into e-sports streaming with ILT20, devotional content, and diverse brand campaigns has kept our audience engaged and growing.

    On examples of ZEE5’s collaboration with influencers or celebrities to amplify its AVOD content

    We have been successfully using meme marketing to build online buzz for some of our launches. These memes, often featuring favourite actors in funny or relatable contexts, organically drive traffic due to their shareable nature. This further increases the visibility and engagement around our AVOD content leading to higher viewership. This approach not only boosts visibility but also fosters engagement around our AVOD content.

    We curated an influencer campaign for the launch of our latest AVOD original ‘Kaam Chalu Hain’. For this, Rajpal Yadav, who plays the protagonist role in the film, created content with influencers like Atharva Sudhame, RJ Mahavash, Danny Pandit, amongst others to drive awareness about the plot of the film. Within the span of a few days the campaign received positive reception and views. In the past, we have also launched ‘Yaadein’ with Anu Kapoor, featuring some of our iconic shows of the 90s and 2000s.

    Additionally, we have been leveraging our TV stars to build a deeper and direct connection with our viewers. For example, the promos of our most recent AVOD brand campaign “Serial Killer” saw prominent collaborations with top leads like Sana Sayyad and Paras Kalnawat of the Hindi serial ‘Kundali Bhagya’; Shivani Rangole and Hrishikesh Shelar of the Marathi serial ‘Tula Shikvin Changlach Dhadha’; Ankita Mallick and Soumyadeep Mukherjee, leads of the Bangla serial ‘Jagadhatri’. Through this campaign, we empower women to watch their desired content at their convenience highlighting the flexibility of our platform. On similar lines, we also released the ‘Entertainment Not Out’ campaign, back in 2023, with promos starring top leads from various regions, talking to the women viewers, reiterating to not miss their favourite content by watching it on ZEE5.

    On ZEE5’s plan to leverage partnerships to expand its brand reach and impact

    We at ZEE5 strategically partner with well-regarded ecosystem players to expand the reach of our content and further widen our audience base. For example, ZEE5 collaborated with prestigious platforms like the Dadasaheb Phalke International Film Festival (DPIFF) and Iconic Awards to not only recognise the industry’s achievements but also to bring the magic of cinema and art closer to its audiences. Additionally, at ZEE5, we believe in creating immersive experiences, and celebrations which are an integral part of our cultural fabric. Taking that forward, we partnered with the iconic Ganesh Galli’s Mumbaicha Raja pandal under our festive campaign ‘Manoranjana Cha Raja’ and about 35 pandals during Durga Pujo, offering darshan and aarti via live streaming straight from the pandal directly to the screens for millions of viewers across India. In line with ZEE5’s digital-first philosophy, we also collaborated with Kyoorius for Designyatra 2023. Here, we hosted multiple workshops and created an AR/VR tech space zone at the event to further expand our brand credibility and impact.

    On the key initiatives and plans that ZEE5 has in its AVOD roadmap for FY 2024

    In 2024, we are further strengthening our AVOD catalogue with beyond TV content, bringing sports tournaments, exclusive titles, originals, and devotional content, amongst others to reach the audience at large. We started the year with yet another impactful title ‘Kaam Chalu Hain’ which has been receiving positive reception from our viewers.

    As we mentioned earlier, we also launched the “Serial Killer” campaign recently. The campaign humorously addresses the common scenario of husbands interrupting TV serial watching, especially during the cricket season. Through this we aim to highlight the flexibility of watching a wide range of content on ZEE5 for free, anytime and without interruptions from the “serial killer” at home.

    Along with this, we will continue to host targeted brand campaigns like ‘Entertainment Not Out’, ‘ZEE5 Manoranjan Festival’, ‘Any Time Manoranjan’ to broaden access to our diverse content library, leveraging high engaging periods like monsoon and the festive season. We shall stay committed to creating unique and engaging properties through continuous innovation and strategic collaborations with creators and partners.

  • Better Call Saul premieres in Hindi today on Zee Cafe

    Better Call Saul premieres in Hindi today on Zee Cafe

    Mumbai: Tonight marks an exciting moment for television enthusiasts as Zee Café proudly announces the Hindi-dubbed premiere of “Better Call Saul,” the gripping prequel to the iconic series “Breaking Bad.” Starting on 1 April at 10 pm, viewers will have a unique opportunity to witness Jimmy McGill’s transformation into the infamous Saul Goodman, played by Bob Odenkirk, with dialogues delivered in Hindi for a more relatable and impactful experience. As the anticipation is palpable, fans eagerly await to delve into the backstory of beloved characters from “Breaking Bad,” such as Saul Goodman and Mike Ehrmantraut. We give you more reasons to watch “Better Call Saul,” which has garnered widespread critical acclaim for its exceptional writing, stellar performances, and overall quality, making it a must-watch.

    Intriguing plotlines: Better Call Saul weaves intricate plotlines filled with twists, turns, and unexpected developments, ensuring viewers remain hooked and eager for more. The series masterfully navigates the morally ambiguous world of its characters, keeping audiences on the edge of their seats.

    Exploration of morality: Delving into complex moral dilemmas and ethical grey areas, “Better Call Saul” prompts viewers to reflect on themes of justice, morality, and the consequences of one’s actions. The series challenges conventional notions of right and wrong, fostering thought-provoking discussions among its audience.

    Subtle humor: Balancing intense drama with moments of subtle humour, “Better Call Saul” adds depth and dimension to its storytelling, creating a truly immersive experience. The clever integration of humour enhances the authenticity of its characters, making them even more compelling.

    Exceptional performances: Led by stellar performances from Bob Odenkirk as Jimmy McGill/Saul Goodman and Jonathan Banks as Mike Ehrmantraut, the cast of “Better Call Saul” delivers nuanced portrayals that elevate the series to new heights. Their compelling performances breathe life into the characters, captivating viewers with every scene.

    Language impact: Experiencing the rich dialogue and language nuances of “Better Call Saul” in Hindi offers viewers a fresh perspective on the series. The Hindi dubbing adds cultural context and colloquialisms, enriching the viewing experience and making it more accessible to a wider audience.

    Join Zee Café on an exhilarating journey through the morally ambiguous world of Saul Goodman, filled with intense drama and gripping character arcs in Hindi. Don’t miss your chance to witness television excellence unfold before your eyes!

    Catch the Hindi premiere of Better Call Saul exclusively on Zee Café and live on ZEE5, starting 1 April at 10 pm.

  • ZEE5 marked International Women’s Day 2024 with #NoNaariNoStory campaign

    ZEE5 marked International Women’s Day 2024 with #NoNaariNoStory campaign

    Mumbai: ZEE5, Bharat’s home-grown video streaming platform, marked International Women’s Day 2024 with an impactful campaign, #NoNaariNoStory.  Additionally, ZEE5 is streaming 49 premium titles across seven languages that are centered around women and their experiences from 2- 17 March. The campaign aims to celebrate women and their multifaceted roles in everyday life, fostering dialogue on women empowerment, well-being, safety, and security, while reiterating the significance of acknowledging and appreciating them.

    #NoNaariNoStory was unveiled with a “Social Media Glitch”, executed creatively on the brand’s social media platforms. Key visuals of popular ZEE TV shows airing on ZEE5 featured male leads alone, portraying the incompleteness of the story without the female characters/leads. The #NoNaariNoStory trended on social media leveraging a combination of activations, influencer collaborations, actor pushes, and through a user-generated content contest. The campaign witnessed an overwhelming response, clocking a reach of over 11.6mn with 4.2mn plus video views and engaging with 169K plus viewers.

    Speaking about the campaign, ZEE5 head – AVOD marketing Abhirup Datta said, “At ZEE5, we believe in the power of storytelling to spark meaningful conversations and bring about positive change. #NoNaariNoStory is not just about celebrating International Women’s Day; it is about acknowledging the pivotal role women play in shaping our lives and communities. Through this campaign, we aim to express our gratitude to all the women who make our stories and lives complete. We thank all participants, supporters, and our esteemed audience for their enthusiastic participation and support.”

    The titles streaming for free on ZEE5 include blockbuster hits like ‘Dhaakad’, ‘Veere Di Wedding’, ‘Rashmi Rocket’, ‘Salaam Venky’, and ‘Saand Ki Aankh’ in Hindi; ‘Geetha Govindam’, ‘Ninnila Ninnila’, ‘Sita on the Road’, ‘Sailaja Reddy Alludu’, ‘Pandaga Chesko’ in Telugu; ‘Sairat’, ‘Zombivli’, ‘Naal’, ‘Hawahawai’, ‘Bandishala’,  ‘Vijeta’, ‘Bibtya’,  ‘Sweety Satarkar’ in Marathi; ‘Ghosty’, ‘Kanaa’, ‘Ka Pae Ranasingam’, and ‘Dora’ in Tamil; ‘Monsoon Raaga’, ‘Drishya 2’, ‘Ek Love Ya’, ‘Raymo’ and ‘Thayige Thakka Maga’ in Kannada; ‘Mini’, ‘Parineeta’, ‘Boudi Canteen’, ‘Shrimati’, ‘Guldasta’, ‘Onek Diner Pore’, ‘The Lovely Mrs. Mookherjee’, and ‘Elar Char Adhyay’ in Bangla; ‘Lalbagh’, ‘Ini Utharam’, ‘Super Sharanya’, ‘Keedam’, ‘Happy Wedding’, and ‘Crossroad’ in Malayalam, and many more.

    Creative agency: Sociowash

    Currently the highest-growing OTT platform in India as per latest industry reports, ZEE5 is known for its diversified content across varied taste clusters and its focus on real, relevant, and meaningful storytelling. Alongside the growth in India, ZEE5 Global has emerged as the foremost South Asian streaming platform across international markets with a decisive lead in major markets like the US, Europe, Middle East and key APAC markets.

  • ZEE5 takes lead in global digital entertainment with diverse and innovative narratives

    ZEE5 takes lead in global digital entertainment with diverse and innovative narratives

    Mumbai: In an ever-evolving landscape of digital entertainment, streaming platforms like ZEE5 are at the forefront of delivering diverse and innovative narratives to a global audience.

    ZEE5, a subscription-based video-on-demand and over-the-top streaming service, is operated by Zee Entertainment Enterprises, an Indian media conglomerate. Launched on 14 February 2018, in India, the platform offers content in multiple languages. The ZEE5 mobile application is accessible across various platforms including Web, Android, iOS, and Smart TVs. As of December 2019, ZEE5 reported 56 million monthly active users.

    Indiantelevision caught up with ZEE5 chief content officer – Hindi Originals Nimisha Pandey provided insights into the platform’s strategic approach, long-term planning for series, collaborations with content creators, and the nuanced process of creating content that resonates authentically with global audiences while respecting cultural nuances. The platform’s commitment to understanding evolving viewer preferences, fostering creative collaborations, and staying true to the essence of diverse stories positions ZEE5 as a dynamic force shaping the future of digital entertainment on a global scale.

    On ZEE5 navigating the delicate balance between meeting existing viewer expectations and introducing fresh, innovative narratives that might challenge the status quo

    With streaming platforms expanding their reach globally, there is an increased demand for content that reflects diverse cultures and perspectives. Also important to note is that OTT consumption patterns have undergone a paradigm shift. When we started off, it was largely led by individual viewing on a personal device but there has been a sharp uptick in C-TV viewing leading to the introduction of new narratives and themes that are better suited to co-viewing as a family unit. Moreover, the need for targeting specific demographics and age groups with content customized to suit their diverse palates has led us to invest significantly in originals and experiment with stories that have never been attempted before.  Our content portfolio is truly reflective of this diversity. Ranging from inspiring narratives of ordinary turning extraordinary such as ‘Saas Bahu aur Achaar Pvt Ltd’ and Janbaaz, to escape-worthy historicals like Taj to a spy thriller such as ‘Mukhbir’ or the cult favourites with a strong millennial connect such as Tripling, Pitchers, Humorously Yours and Aam Aadmi Family, we want to make sure that every show reaches its right audience. Today, we are proud of a rich roster of franchise properties that the audience eagerly awaits the next season of – ‘Sunflower’, ‘Broken News’, ‘Mithya’ and ‘Rangbaaz’, ‘Mukhbir’. We believe in challenging the status quo with every story we choose to tell!

    On ZEE5’s long-term planning approach for series

    At ZEE5, we invest considerable time and resources towards understanding our evolving viewer, their preferences and tastes through an entire gamut of fieldwork by our brand and research teams in the space of deep dialoguing, video usage and attitude studies, digging into content trends basis social and digital consumption, deep-diving into a specific market or a consumer segment.

    Moreover, we are navigating times where the audience has begun to prefer staying ‘work in progress’ as opposed to a unidimensional identity in life – meaning that the viewer is increasingly becoming self-aware and wants different content to dial into different dimensions of their personality each day. So, on one day the same viewer switches on a breezy rom-com on another day, she is looking for a gripping, intense narrative laced with dark humour. The viewer today refuses to be put in a box!

    All of this combined with the creative vision that we collectively share with some of the most talented and passionate content creators in the space informs our content strategy. From immersive dramas to light-hearted comedies to dark thrillers, adaptations of popular global content franchises, from rom-coms and catch-up TV content to blockbuster movies, the idea is to make ZEE5 an all-inclusive platform which has something to offer for every entertainment need. For an OTT platform, the trust and faith of the viewers are among the key pillars to achieve long-term growth. Consistent delivery of rich content pieces drives a strong sense of relatability and belief in the platform among viewers. We aim to continue pushing creative boundaries and producing ground-breaking content for our audiences globally.

    On ZEE5’s approach to collaborations and partnerships with other content creators or platforms to bring fresh perspectives and innovative content to its audience

    At ZEE5, our ‘content and creator-first approach’ has revolutionized the way we curate content. We believe in the power of identifying and collaborating with the finest, creative minds and talent in the fraternity. While we are governed like any other player by business goals, we believe it is equally important to respect the creative vision of our content partners. This healthy creative approach has led us to empower diverse voices and foster innovation in our content offerings. We want to enable them to do their best work with us. Needless to say, it has played a huge role in attracting the right kind of collaborations with content powerhouses be it Guneet (Monga), Umesh (Bist) and Dharma for Gyaarah Gyaarah, BBC and Vinay Waikul for Broken News, Goldie Behl, Charudutt (Acharya) and Rohan (Sippy) for Duranga, Shivam Nair and Victor Tango for Mukhbir, Srijit Mukherjee and Juggernaut (Productions) for Jaanbaaz, Ron (Scalpello), Abhimanyu (Singh) and Vibhu (Puri) for Taj, Vikas Bahl for Sunflower, Apurva Singh Karki for Banda and Saas Bahu Achaar Pvt Ltd or the content powerhouses like Applause Entertainment, The Viral Fever (TVF). Each of these partnerships has yielded iconic stories as well as built existing IPs which have received phenomenal responses from our viewers across India and beyond. We’re equally proud of the diverse on-screen talent that has made ZEE5 their home – from Sunil Grover to Jaideep Ahlawat, from Sonali Bendre to Amruta Subhash, Huma Qureshi to Gulshan Devaiah, Vineet Singh to Regina Cassandra, Manoj Bajpayee to Shriya Pilgaonkar, Nawazuddin Siddiqui to Pankaj Tripathi. They have built a deep connection with our viewers in the last few years and played a crucial role in the turn-around of the platform.

    On the platform approaching content creation to ensure that stories resonate authentically with global audiences while respecting cultural nuances

    We recognize the importance of striking a balance between hyperlocal worlds and human emotions that have universal appeal. We believe in staying true to the soul of a story and not retro-fitting narratives to make the content travel. Collaborating with creators who are in touch with the ground realities and the social fabric of the story plays a key role in telling global stories. As we’ve expanded our international footprint and market share, we’ve proudly taken on the role of a cultural ambassador for the Indian subcontinent. Becoming the No.1 South Asian platform in key international markets such as the US, UAE, Australia, and Canada, and securing a significant position in the UK, reflects our dedication to entertaining diverse audiences worldwide. This is a testament to the fact that it is the authentic local stories that travel globally.

  • ZEE Entertainment attracts 221 mn viewers for DP World ILT20’s second edition

    ZEE Entertainment attracts 221 mn viewers for DP World ILT20’s second edition

    Mumbai: A staggering 221 million viewers tuned-in on the Zee linear TV channels and ZEE5 to watch the second season of DP World ILT20. The 34-match league, it recorded 46 per cent female viewers underscoring the league’s wide appeal in India and is a testament of its entertainment value for the entire household.

    With Mumbai and Delhi emerged as pivotal markets, the matches garnered a massive response from the mass markets, including Uttar Pradesh, Madhya Pradesh Gujarat and Maharashtra. This again showcased the league’s influence across India’s diverse landscape. Furthermore, Season 2 of DP World ILT20 witnessed a notable increase in viewership from Punjab, resulting in 22 per cent increase in cumulative reach. ZEE’s strategy to introduce Punjabi commentary on its social platforms played a critical role in driving the surge in viewership and time spent.

    As the cricket league’s broadcasting partner, ZEE Entertainment’s deep distribution strategy ensured widespread accessibility in India and across the globe. The matches were broadcasted worldwide through the channel’s extensive network of 10 widely distributed and popular linear TV channels, including &Pictures, &Pictures HD, Zee Cinema HD, Zee Anmol Cinema, Zee Zest, Zee Ganga, Zee Cinemalu HD, &Flix, &Flix HD and Zee Zest HD, alongside its leading OTT platform ZEE5 and partner networks.

    Transcending geographical boundaries, the DP World ILT20 Season 2 was broadcasted across cricketing nations worldwide – from the United Kingdom, Australia and New Zealand to Sri Lanka, Bangladesh, the Caribbean and in over 100 countries. It has firmly established itself as the second most-watched T20 cricket league globally, captivating a broad spectrum of viewers, including women (99 million) and the youth demographic (121 million). Stadiums pulsed with energy as they welcomed crowds in full capacity, with passionate fans travelling from far-and-wide to immerse themselves in the thrilling atmosphere.

    Commenting on the performance of the league this year, ZEE Entertainment Enterprises Ltd (ZEEL) president – business Rahul Johri said, “DP World ILT20 Season 2 has set a new benchmark for franchise cricket leagues globally. We were successful in providing viewers with an exhilarating experience as they passionately cheered for their favourite teams and players. As we celebrate the success of Season 2, we would like to extend a heartfelt gratitude to our sponsors, ECB and all stakeholders for their trust and invaluable support, which has been instrumental in making this season bigger and better. Moving forward, we will continue to push the boundaries and innovate to elevate the viewing experience and entertain cricket enthusiasts around the world.”

    MI Emirates clinched the coveted trophy, triumphing over the Dubai Capitals in a nail-biting finale that drew a packed audience at the Dubai International Stadium. From breathtaking last-over thrillers to sensational captain’s innings, each match was a testament to the teams’ unwavering determination and resilience. The unpredictability of the knockout stages kept fans on the edge of their seats, with the outcome of the eventual champion hanging in balance until the last over.

    ZEE Entertainment’s star-studded commentary panel for the league’s second season was led by cricketing legends such as Virender Sehwag, Harbhajan Singh and Wasim Akram, ably supported by renowned voices like Alan Wilkins and Simon Doull, Together, they skillfully brought every moment of cricket action to life, offering fans an unparalleled cricket experience with captivating insights.

    Interestingly, the buzz surrounding DP World ILT20 Season 2 began even before the season commenced, as ZEE Entertainment rolled out a captivating ad campaign featuring star cricketer David Warner and brand ambassador Harbhajan Singh. This campaign effectively fuelled the anticipation for the league’s second season. Additionally, the mid-season collaboration with the rap group 7 Bantai’Z for a catchy cricket anthem celebrating the league’s global success played a critical role in engaging the audiences further. This fusion of sports and music not only resonated with fans worldwide but also generated massive excitement around the league.

    The franchise-style tournament, comprising six teams and 34 matches, was played across the UAE. The league’s six franchise teams featured Abu Dhabi Knight Riders (Kolkata Knight Riders), Desert Vipers (Lancer Capital), Dubai Capitals (GMR), Gulf Giants (Adani Sportsline), MI Emirates (Reliance Industries), and Sharjah Warriors (Capri Global). Some of the world’s most prominent cricket stars participated in the Season 2, including David Warner, Dasun Shanaka, Rahmanullah Gurbaz, Sam Billings, David Willey, Sunil Narine, Andre Russell, Alex Hales, Rovman Powell, Shimron Hetmyer, James Vince, Ambati Rayudu, Corey Anderson, Dwayne Bravo, Trent Boult, Chris Woakes and Martin Guptill.

    Source: BARC : 2+; India U+R (including TV+OOH, LIVE+PPL) + digital

  • ZEE5 celebrates sixth anniversary with 580+ million viewers globally

    ZEE5 celebrates sixth anniversary with 580+ million viewers globally

    Mumbai: ZEE5, India and Bharat’s largest home-grown video streaming platform, and the OTT arm of ZEE Entertainment Enterprises Ltd. (ZEEL), completes six glorious years of providing exceptional streaming experiences and quality watch time to billions of people across 190+ countries. Launched in 2018, ZEE5 has over the years become a household name, not just in India but also globally, with a robust digital-first consumer-centric strategy backed by a strong content funnel. Home to 200,000 hours of premium South Asian entertainment in 20 languages, ZEE5 possesses an unrivalled library, featuring more than 6000 titles and 230+ originals. Today, the platform boasts a significant presence in India and is the No. 1 South Asian streaming platform across international markets, as per App Annie data.

    On the content front, in the last year, ZEE5 has been home to some of the most prominent titles like ‘RRR’, ‘Gadar 2’, ‘Kisi Ka Bhai Kisi Ki Jaan’ in Hindi; ‘Vidhuthalai – Part I’ in Tamil; Karthikeya 2’ in Telugu; ‘Vedha’ in Kannada; and Shabash Feluda’ in Bangla, amongst others. The platform also launched successful originals across languages like ‘‘Sirf Ek Bandaa Kaafi Hain’, ‘Taj: Divided by Blood’, ‘Mrs. Undercover” in Hindi; ‘Koose Munisamy Veerappan’, ‘Ayali’, ‘Sengalam’, ‘Oru Kodai Murder Mystery’ in Tamil; ‘Vyavastha’, ‘Puli Meka’, ‘Maya Bazaar For Sale’ in Telugu; and ‘Abar Proloy’, ‘Chhotolok’, ‘Swetkali’, ‘Shabash Feluda’, ‘Roktokorobi’ in Bangla, to name a few.

    While ‘Sirf Ek Bandaa Kaafi Hai’ stood out with the highest watch-time across ZEE5 movies, ‘Taj: Divided by Blood’ topped the watch-time list among all ZEE5 titles released in the last 6 years. Popular originals like ‘Abhay’, ‘Rangbaaz’, ‘Sunflower’, ‘State of Siege: 26/11’, and ‘Rangbaaz: Darr Ki Rajneeti’ also feature in the top 10 shows on the platform, while ‘Uri: The Surgical Strike’, ‘Radhe – Your Most Wanted Bhai’, ‘RRR’, ‘Antim: The Final Truth’, ‘Silence…Can You Hear It?’ and ‘The Kashmir Files’ feature in the top 10 movies list. Going forward, 2024 promises to be yet an exciting year for ZEE5 with multiple power-packed releases, like ‘Sam Bahadur’, ‘Kaatera’, ‘The Kerala Story’, ‘Sunflower S2’, ‘Broken News S2’, Guneet Monga’s ‘Gyarah Gyarah’, and the Telugu spy-thriller series ‘Mission Tashafi’, amongst others.

    Speaking on the occasion, ZEE Entertainment Enterprises Ltd president – Digital Businesses & Platforms Amit Goenka said, “Over the last six years, ZEE5 has played a pivotal role in delivering accessibility and affordability to its consumers across the globe. As we cross yet another milestone in our journey, our aim is to further fortify the synergies between content and technology to build a robust consumer experience across connected devices. While we remain committed to offering immersive entertainment experiences to our consumers across our digital platforms, the parallel growth trajectory of the linear and digital ecosystem will enable us to further strengthen our capabilities. As the digital landscape matures steadily, and improved infrastructure further proliferates the ability for transactions on digital platforms, the opportunities remain endless. As pioneers in the industry, we will continue to maintain a strong focus on growth and innovation, simultaneously enabling a conducive environment for the industry at large.”

    ZEE5 India CBO Manish Kalra, said, “At ZEE5, we envision to be the platform of choice for billions of viewers with real, relatable, and relevant stories in languages that resonate with them. Over the last few years, we have focused on improving user experience and launching multiple blockbuster movies and originals while using technological innovations to improve our platform experience significantly. 2023 has been eventful with many firsts and multiple successful projects strengthening our presence across markets with significant penetration in the tier III and IV cities. Tech adoptions across business touchpoints for increasing efficiency and enhancing in-app experience have been a priority. 2024 has already started on a strong note with the release of ‘Sam Bahadur’ and “The Kerala Story”. As the industry scales newer heights, ZEE5’s unwavering commitment will remain centered around delighting our users with more focus on delivering quality content seamlessly.”

    ZEE5 Global CBO Archana Anand said, “From the initial idea of taking our South Asian content global, to growing out the business to become the No.1 South Asian streaming platform internationally, it has been a remarkable journey. Today, ZEE5 Global stands as the premier destination for South Asian content, connecting the diaspora across the world with their language content. And as we continue to grow out our massive leadership in the US., our recent pivot to becoming an Aggregator of South Asian streaming platforms with the launch of ZEE5 Add-ons, only further cements our position in the market as the singular largest hub for South Asian content. South Asian stories are finally claiming their well-deserved spotlight on the global arena, and we look to be at the forefront of this conversation, setting the stage for even more disruptive growth.”

  • DP World ILT20 Season 2 records staggering 113M reach in its opening week

    DP World ILT20 Season 2 records staggering 113M reach in its opening week

    Mumbai: ZEE Entertainment Enterprises Ltd (ZEEL), India’s largest content and entertainment powerhouse, has announced the viewership numbers for the opening week of DP World ILT20’s second season.

    The tournament garnered an impressive reach of 113 million in its opening week, as per data released by BARC TV+OOH. The company has reported an uptick of 12 per cent as compared to last year among males 15+ in India’s urban audiences (15+; India urban). Furthermore, the time spent on the series has surged by an impressive 32 per cent among viewers aged 15 and above in urban markets across India (15+; India urban). This substantial increase in viewing duration emphasizes the league’s ability to captivate and retain the attention of its audience, contributing to a more immersive and rewarding viewer experience.

    The franchise-style tournament with six teams and 34 matches is being played across the UAE. The league’s six franchise teams include Abu Dhabi Knight Riders (Kolkata Knight Riders), Desert Vipers (Lancer Capital), Dubai Capitals (GMR), Gulf Giants (Adani Sportsline), MI Emirates (Reliance Industries), and Sharjah Warriors (Capri Global). Some of the world’s most prominent cricket stars are slated to play in the Season 2, including David Warner, Dasun Shanaka, Rahmanullah Gurbaz, Sam Billings, David Willey, Sunil Narine, Andre Russell, Alex Hales, Tom Curran, Rovman Powell, Shimron Hetmyer, James Vince, Ambati Rayudu, Corey Anderson, Dwayne Bravo, Trent Boult, Chris Woakes and Martin Guptill.

    On the back of this, DP World ILT20 continues to successfully be the world’s second most-watched global T20 league. As the official global broadcast partner of the league, ZEE Entertainment offers the widest live coverage of the ongoing tournament through its 10 linear channels and streaming platform – ZEE5, ensuring a comprehensive viewing experience for audiences across India and around the globe.

    Commenting on the announcement, Zee Entertainment Enterprises Ltd president – business, South Asia Rahul Johri said, “We are delighted with the response that the second edition of DP World ILT20 has garnered. It is a testament of the league’s expanding appeal and a growing fan base across India. The event is escalating global enthusiasm for cricket, and we take immense pride in spearheading this phenomenon.”

    The truly-international T20 cricket league has proven to be an immense success, captivating fans worldwide as they eagerly tune in to witness the riveting action on the field. The competition has unfolded with intense and thrilling competition between teams, accompanied by stellar performances from players, creating a captivating spectacle that has consistently kept the audience on the edge of their seats throughout the entire series.

    ZEE Entertainment had announced a star-studded panel of commentators, which include — Virender Sehwag, Harbhajan Singh, Rohan Gavaskar, Saba Karim, Nikhil Chopra, Vivek Razdan, Wasim Akram, Waqar Younis and Shoaib Akhtar, who are joined by Alan Wilkins, Simon Doull, Daren Ganga, Danny Morrison and Niall O’Brien. With this distinguished commentary panel, ZEE Entertainment promises to offer a distinctive viewing experience, with iconic voices that promise to deliver captivating action from the league.

    Earlier this month, ZEE Entertainment unveiled its campaign film, featuring ace cricketer David Warner in a distinctive avatar along with Indian superstar Harbhajan Singh. Positioned as the biggest challenge for cricketers at the start of the year 2024, the campaign beautifully captures the passion and ambition of cricket players for this highly-competitive tournament, which will feature a roster of the most talented T20I cricketers.

    Cricket fans can watch this only-global T20 league on Zee’s most widely distributed and viewed 10 linear TV channels: &Pictures, &Pictures HD, Zee Cinema HD, Zee Anmol Cinema, Zee Zest, Zee Ganga, Zee Cinemalu HD, &Flix, &Flix HD and Zee Zest HD and leading OTT platform ZEE5. All single header matches will be broadcast Live at 8 pm India prime time. The afternoon match on the double-header’s day will start at 4 pm.

    (*Source: BARC: 2+, India U+R, [Including TV+OOH, LIVE+PPL])
     

  • ZEE5’s 2024 roadmap: ILT20 S2, quality content, and AVOD expansion: Abhirup Datta

    ZEE5’s 2024 roadmap: ILT20 S2, quality content, and AVOD expansion: Abhirup Datta

    Mumbai: The OTT sector at large has grown in India with a remarkable appetite originating from the smaller markets. On the AVOD front, the demand has grown significantly as better quality and variety is made available free of cost. This growth is propelled by multiple factors like localization of content, affordable smartphones, cheap internet facilities, cross-device compatibility to cite a few.  General entertainment content (GECs) and live streaming of sporting tournaments have also significantly contributed to the increased adoption of AVOD. Furthermore, this expansion has resulted in onboarding of digital marketers from diverse geographical locations.

    In 2023, we expanded our content offerings on the platform across languages, genres, and formats. We ventured into cricket and esports with the streaming of ILT20 S1 and IESF Big Bang Asia alongside releasing exclusive films based on social atrocities like ‘Ardh’ with Rajpal Yadav, ‘Am I Next’ with Anushka Sen, Anshuman Jha’s ‘Lakadbaggha’, and Priyamani’s ‘Sarvam Shakti Mayam’, amongst others. Titles like ‘Ardh’ and ‘Lakkadbaggha’ are based on social vices with compelling narratives. Investing in these unique stories not only fostered social awareness but also attracted diverse audience cohorts.

    We also released premium international titles dubbed in local languages through our properties like ZEE5 World Hits and ZEE5 Spark. Popular Korean series owing to its popularity amongst the young audience was dubbed in Hindi and released on the platform. During the festive season, multiple campaigns and content offerings were launched which were received positively by the audience, and also made additions to our AVOD slate with live devotional content, family entertainers, and old classics. This led to a massive ~15 BN total streaming minutes on AVOD in the last 6 months.

    Going forward, our focus will remain in strengthening our presence in the smaller markets with good quality localized content and better in-app experience.

    On the anticipated forecasts or predictions for the year 2024

    The AVOD sector is set to expand a lot more, not only in India but on a global scale as well. The key drivers for growth will continue to be quality storytelling, premium titles, a surge in demand for regional content, and the enduring popularity of sports. The rising demand for enhanced viewing experiences, coupled with the growth of connected devices and smart TVs, is anticipated to give rise to AVOD consumption in smaller markets. Achieving a seamless in-app experience coupled with creative avenues like gamification and play-ons are set to captivate audiences more effectively. This will further diversify advertising opportunities on OTT. With precise targeting, data-driven insights, and the ability to customize messages for viewers, OTT advertising will continue to be a great tool for brand building, generate awareness, engagement, and conversions.

    For ZEE5, the upcoming year looks promising as we begin 2024 by streaming ILT20 S2 and move on to other prominent projects for the rest of the year. The strategy will remain insights-driven, navigating the dynamic entertainment sector through constant trend mapping and identifying consumer demands. Offering comfort and convenience in content consumption, looking ahead, our priority remains on creating engaging properties, investing in exclusive content, and exploring new formats to provide unique and compelling experiences for our viewers.

  • Gulf Giants unveil power-packed squad for DP World ILT20 season 2

    Gulf Giants unveil power-packed squad for DP World ILT20 season 2

    Mumbai: Gulf Giants, the defending champions of DP World International League T20 (ILT20), have today announced their star-studded squad for the upcoming second season. With a perfect blend of experience and youth, the Gulf Giants are geared up to dominate the league and defend their DP World ILT20 championship. The Adani Sportsline owned-franchise has announced Andy Flower as the team’s Head Coach for the upcoming season, which will be led by England batter James Vince.

    After meticulous planning and scouting, Gulf Giants has announced the signing of new players such as Afghanistan spinner Mujeeb-ur-Rahman along with the likes of T20 sensation Dominic Drakes. The newly-signed players will be complemented by a power-packed squad combination featuring T20 maestros Shimron Hetmyer (West Indies), Chris Jordan (England), Chris Lynn (Australia), and Carlos Brathwaite (West Indies), to name a few.

    Flower, arguably Zimbabwe’s greatest cricketer, has forged a successful coaching career since his retirement in 2003, capped by the title run at the 2010 men’s T20 World Cup with England. He has since worked with the Afghanistan men’s national team as well as franchise teams at the IPL, the PSL, the CPL, and in the Abu Dhabi T10 tournament.

    Starting 19th January, 2024, the DP World ILT20 defending champions – Gulf Giants will be facing Sharjah Warriors. Cricket fans can watch this only-global T20 league on Zee’s most widely distributed and viewed 10 linear TV channels: &Pictures, &Pictures HD, Zee Cinema HD, Zee Anmol Cinema, Zee Zest, Zee Ganga, Zee Cinemalu HD, &Flix, &Flix HD and Zee Zest HD and on one of India’s leading OTT platforms – ZEE5. All single header matches will be broadcast Live at 8 PM India prime time, starting with the pre-match presentation at 7:30 PM. The afternoon match on the double-header’s day will start at 4:00 PM.

    Speaking on the announcement, Gulf Giants’ head coach Andy Flower said, “As we gear up for the upcoming season of International League T20, the Gulf Giants are focused on defending our ILT20 title with a pragmatic approach. Undoubtedly, a pinnacle of T20 competitiveness on the global stage, this tournament features the participation of top-tier players, making it truly a standout event on the international cricket calendar. Taking forward the learnings from the inaugural season, we have strategically enhanced our squad with valuable additions, including Mujeeb-ur-Rahman and Dominic Drakes, while also retaining key players such as Shimron Hetmyer, Chris Jordan, Chris Lynn, and Carlos Brathwaite, who played crucial roles in our previous success. Our goal is straightforward – to build on past achievements and skilfully navigate the challenges of the new season.”

    Australian cricketer, and hard-hitting right-hander Chris Lynn said, “It gives me immense pride to be part of Gulf Giants squad, together we are determined to replicate the successful run of the inaugural season. As defending champions of one of the world’s toughest T20 leagues, I am confident about the team’s ability to perform well in the upcoming season. It’s always a great experience sharing the dressing room with cricketing greats of the modern game, look forward to contributing to the team’s success.”

    Adani Sportsline spokesperson, chief business officer Sanjay Adesara said, “As we unveil our squad for the upcoming season of the International League T20, we are optimistic about the team’s ability to build upon the success achieved in the event’s inaugural season. With Andy Flower leading our coaching staff, we believe that the assembled squad is robust, and the players will have the opportunity to develop their skills under his guidance. We trust that Flower’s mentorship will also contribute to aligning our players with our vision of connecting and engaging with cricket enthusiasts worldwide. The International League T20 has solidified its standing as the world’s second-most-watched T20 extravaganza. Its widespread global viewership, facilitated by the extensive distribution network of ZEE, adds to its prominence and is set to become ‘bigger and better’ in years to come. We appreciate the unwavering support of our fans, whose consistent support has been a driving force for us, and look forward to hosting them once again.”

    For the full list of newly-signed an retained players refer to the list below:

    Retained Players Newly-Signed Players
    James Vince (England) Mujeeb-ur-Rahman (Afghanistan)
    Chris Jordan (England) Dominic Drakes (West Indies)
    Shimron Hetmyer (West Indies) Jamie Smith (England)
    Jamie Overton (England) Jordan Cox (England)
    Chris Lynn (Australia) Usman Khan (Pakistan)
    Aayan Afzal Khan (United Arab Emirates) Mohammad Zohaib Zubair (UAE)
    Richard Gleeson (England) Saurabh Netravalkar (United States of America)
    Carlos Brathwaite (West Indies) Karim Janat (Afghanistan)
    Rehan Ahmad (England)  
    Gerhard Erasmus (Namibia)  
    Sanchit Sharma (United Arab Emirates)  

    The 34-match event will be played at the three iconic UAE venues – Abu Dhabi, Dubai and Sharjah – starting 19 January 2024 to 17 February 2024. The truly international league’s six franchise teams include Abu Dhabi Knight Riders (Kolkata Knight Riders), Desert Vipers (Lancer Capital), Dubai Capitals (GMR), Dubai Capitals (Adani Sportsline), Dubai Capitals (Reliance Industries), and Sharjah Warriors (Capri Global).