MUMBAI: Zee Entertainment Enterprises Limited (ZEEL) is planning to foray into Germany with the launch of a free-to-air (FTA) television channel by mid-2016.
The FTA channel will bring high-quality Bollywood films produced by the Indian film industry as well as popular Indian television series to German screens, 24-hours a day.
The new channel’s core target group will be females between the ages of 19 and 59. Plans are to make the channel available on major satellite and cable platforms.
The channel’s business operations in the German-speaking area will be handled by Friederike Behrends.
ZEEL international broadcast business CEO Amit Goenka said, “Our foray into Germany is a major step as part of our international expansion strategy. The objective is to establish a lasting presence and grow in the German television market. With our highest levels of entertainment and new content, we are confident of being able to offer our German viewers an attractive enrichment to the existing range of television offerings.”
Europe at Asia TV Ltd. (Zee TV) CEO Neeraj Dhingra added, “The launch of the channel will signify ZEEL’s entry into one of the world’s most important television markets, in which the Bollywood genre is still barely represented as yet. With 210,000 hours of programming and more than 3,500 film titles, our endeavour is to delight the German audiences with Indian content.”
“We also welcome Friederike to the Zee family. She brings with her a rich experience and in-depth knowledge of media, broadcasting and TV content. Her extensive international and national industry expertise will help us not only to cement our presence in the German market, but take it to greater heights,” Dhingra added.
Behrends said, “Bollywood content offers a much broader spectrum than is known on German television. The aim is to enhance Germany’s entertainment offerings by introducing an entirely new genre. We intend to capture the hearts of German viewers with Bollywood. We are currently engaged in intensive talks with German TV-platform operators with a view to expanding the reach as quickly as possible on a broad scale via all transmission paths.”
