Zindagi has been a category creator in the Indian entertainment space. Having garnered discerning and premium audiences, Zindagi, over the last 27 weeks has maintained its position as the No. 1 Premium Entertainment Channel with 710 average GTVTs. (Source: BARC Alpha Club ratings; TG: NCCS A1, 6 Metros, Period: WK5’ To WK 32’2016, AV GTVTs). The channel has announced its evolution, with a new primetime line- up in Delhi today that will start from October 3, 2016.
Addressing the conference Dr. Subhash Chandra (Chairman-ZEE & Essel Group), said, “It’s an unfortunate decision we had to take to stop all programming from Pakistan. We at Zee, have tried for the past 24 years to bridge the gap, however, the one-way street is not working. We took a decision in our hearts right after the Uri attack. Our team met and agreed for the same. We at Zindagi want to respect the sentiments of our viewers, and of our country, and that is why we had to take this step.”
“Zindagi has been the reason for the rise of a number of stars from Pakistan but when we requested them to at least condemn the attacks without naming their country, none of them came forward.” He further added.
Zee Entertainment Enterprises Ltd. (ZEEL), Chief Business Officer, Mr. Sunil Buch said, “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, and will continue to be 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 3rd October 2016. Hand-picked stories from India, Turkey, Spain, Italy, Latin America and Korea, amongst others, will now be available on the channel. For our bi-lingual premium audiences, for the first time ever in India, Zindagi will also soon be available on a dual feed of Hindi & English. It will also be the first channel in the entire Indian TV industry to offer live streaming on Periscope, simultaneously with the linear TV feed.”
At Zindagi, every show is not just a story…but a reflection of our life experiences! Each story is not only beautifully crafted but also delivered with impeccable direction and utmost sensitivity in terms of treatment and portrayal of the characters. Audiences relate to these endearing and powerful characters and index it to their own life journey savoring every moment. Sunil adds, “The channel’s positioning ’Yeh Lamha Hi Hai Zindagi’ does justice to the brilliant brand name, and 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, amongst a plethora of only base lines that exist for brands across the world. Again a departure from traditional base lines associated with most brands/channels and true to the thought leader grain of Zindagi.”
Zindagi’s uniqueness lies in the quality of its content and the increasing global sensibility amongst its evolved audiences. This reflects in the new primetime slate that will launch this festive season from October 3. The new shows include a light-hearted Turkish drama, ‘Little Lord’ at 7.30 PM, which is an endearing tale of a parent-child relationship seen through the lens of a six year old, Mehmet. And, the Turkish blockbuster Fatmagul is the story of an innocent girl whose fairytale life is turned into a nightmare when she gets raped and is forced to marry the accused will continue to entertain viewers at 9.00 PM. Three Indian originals that push societal thinking are also a part of the new offerings and includes a rip-roaring comedy by Sunjoy Wadhwa’s Sphere Origins’ titled ‘TV Ke Uss Paar’ at 8.30 PM that is a tongue-in-cheek sitcom on the world of daily soaps and a reality check on how today’s society is obsessed with television. The three endearing romances from India includes Anupam Kher’s first fiction production on TV called ‘Khwaabon Ki Zamin Par’ that will air at 10.00 PM and produced by his company, Actor Prepares. It is the story of a 24 year old boy, Arya who leaves behind his girlfriend, Niyati, and his family to come to Bombay to fulfill his dream of being a star! Gulshan Sachdeva’s Film & Shots have produced the next love story, ‘Agar Tum Saath Ho’ to air at 7.00 PM. That centres around the journey of a rich Delhi girl, Neema, who marries a simple, middle class boy, Ravi much against her father’s wishes and how they dealing with her meddling father. After the phenomenal success of Feriha, Zindagi will soon premiere its second season. And that’s not all…coming soon for the movie buffs on Sunday, ‘ZINDAGI AWESOMES’’ will feature the most iconic films that have defined Indian Cinema.
Unparalleled creativity and innovation will be a part of the robust marketing campaign designed to deliver both the core and surround across all traditional and digital mediums about Zindagi. The channel’s campaign will dominate mediums like DTH, cinema and mobile and will be initiated with a simple yet thought provoking catchphrase ‘#ZindagiKehtiHai’ that is designed to create conversation around our life, our Zindagi. #ZindagiKehtiHai will dip in the currency of the World happenings and reflect the sentiments of people as they voice their views on everything that affects their lives. There will be a high impact roadblock across ZEE network of 33 channels on 30 September. Engaging campaigns that will empower audiences will also be visible across Print, TV, Digital and OOH. The publicity campaign will build advocacy through unique experiences that evoke the brand proposition and mirror the viewer’ premium lifestyles.
Zindagi is the only entertainment channel that delivers premium viewers by its guaranteed and trusted content environment of good storytelling. This will enable brands to harness the power of rich content-mix and premium audiences delivered through Zindagi. The combined heritage and influence of Zee Entertainment Enterprises Ltd as a leading global media conglomerate ensures that Zindagi continues to be uniquely positioned as a thought leader in premium entertainment.
