MUMBAI: Zee Entertainment Enterprises Ltd. (ZEEL) has announced its decision to move its premium Hindi entertainment channel Zindagi from the television broadcast platform to its video-on-demand platform OZEE from 1 July 2017.

This move has been announced with the objective to expand digital engagement with the audience who thrive on time-shifted viewing. With this, Zee is focussed on owning the full extent of the consumer’s premium and personal video experience.

Zindagi will be exclusive on OZEE and showcase the best content in different genres from across the world with narratives which highlight the universality of emotions. The shows that will be available exclusively on OZEE and will include the popular shows Snowdrop, Descendants of the Sun, A Love Story and Total Dreamer. The original productions of Zindagi will also be available on OZEE.

ZEE’s premium and FTA GEC channels business cluster head Aparna Bhosle said, “Zindagi is a thought leader in premium entertainment and the shift to digital is yet another example of innovation from ZEE. Today, content for our audiences is not just on television but also includes gaming, short form video clips and user generated content, amongst other forms. There are rapid technological advances that are changing viewing habits and content for our audiences can no longer be managed by a remote control. There is an existing consumer demand for viewing premium world content on the digital platforms and we want to reach out to these viewers. We want to stay connected and be relevant to them by providing them with more personalised and specific experiences as they are a discerning audience that prefers choice and control. Making it available exclusively on OZEE will enable us to deliver more distinctive and quality content to audiences on the move.”

Zindagi, which had launched with the promise of bringing the best stories from across the world to Indian television screens, charmed viewers right from inception.