Zindagi takes on a new life

20 Sep,2016


Text and Video by Santosh Jangid


Zindagi, the Zee Entertainment channel, is undertaking a renewed offensive. Having gained leadership over 27 weeks in the Alpha Club ratings from amongst premium entertainment channels, the channel is adopting a new credo and will see a renewed thrust on its differentiated content.


Said Zee Entertainment Enterprises Ltd (ZEEL), Chief Business Officer, Sunil Buch who is also spearheading the channel: “Zindagi was launched with the promise of bringing the best shows from across the world to Indian television screens. Our compelling content has always been our calling card. A thought leader in premium entertainment with a distinct character, Zindagi presents finite world stories with bold narratives which unveil universal emotions. The Alpha Club numbers give us resounding encouragement that we are on the right path of providing premium entertainment. What sets the channel apart is its consistent commitment to show Finite, Real, Vibrant, and Premium world stories. Zindagi will enhance its slate of shows from October 3, 2016. Handpicked stories from India, Turkey, Spain, Italy, Pakistan, Latin America and Korea will now be available on the channel. For our bi-lingual premium audiences, Zindagi will also soon be available on a dual feed of Hindi & English.”


“The channel’s positioning ’Yeh Lamha Hi Hai Zindagi’ mirrors the essence of the word Zindagi. Anywhere in the World,  Life is a finite procession of moments and it’s important that we live each and every one of them. There is no sense in doing Rewind – Play and lose our today, our moment in the quest of analyzing / living in the past. That’s the top line of the channel, literally. Again a departure from traditional base lines associated with most brands/channels and true to the thought leader grain of Zindagi,” adds Buch.


An aggressive marketing campaign will be unveiled to across all traditional and digital mediums about Zindagi. There will be a roadblock across the Zee network of 33 channels on September 30. The publicity campaign will build advocacy through unique experiences that evoke the brand proposition and mirror the viewer’ premium lifestyles.


Sunil Buch-speak:


On the new tagline and how the content is different from other channels:

Unlike many other brands, we don’t have a baseline because Zindagi is such an awesome name that we have a top line. Our learnings and evolution of the channel has got us to this place where we say that ‘Yeh Lamha Hi Hai Zindagi’. Life is all about living the moment and not doing rewind play, and to stop living in the past. There is a lot to enjoy and to look ahead and that’s what the new push is all about.

Our stories continue to be thought leader stories, selected well, written very well, executed even more brilliantly, great casting, great screenplay, great dialogue writing and real. There is no typical stuff that you are used to seeing on the television and that’s what sets us apart.

Essentially we are looking to have a 50-50 per cent of content on the channel where 50 per cent will be  indian content and the rest 50 per cent will be content from around the world.


On how will Zindagi will ensure a significant presence in the space:

We started off with Zindagi to be the channel for the whole world and if we look at the languages we speak, hindi has got a lot of Turkish and Persian. So our thought was, if there is world in a language why can’t there be world in a content. That journey we started off a couple of years ago by bringing Turkish shows which have had a resounding success, both Ferihaand Fatimagul. As we go along, as there is no dearth to great stories around the world, we will look into other countries like Russia, Spain, Korea, Italy and Germany. Wherever there is a great storytelling, we will look at it.


On BARC Alpha Club ratings:

In the alpha club ratings of BARC, we continue to be the No 1premium channel in the country. Our belief with this evolution is that the market is right for content which is differentiated, content which has done well. So we see that many people will come in fold with this approach of ours.


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