Zindagi expands programming duration; to launch HD, bi-lingual feed

MUMBAI: Zee Le Zindagi. Hindi general entertainment channel (GEC) from the Zee Entertainment Enterprises Limited (Zeel), Zindagi, positioned itself as a premium Hindi-Urdu channel.

Launched in 2014 as the channel for broadcasting short-run programming, it is now expanding the duration of programmes from 26 episodes to 96 episodes. “One of the learnings we had is that people need time to connect with the characters and storyline. Earlier, we tried to the cater audience with less number of episodes but it didn’t work out well, but it will never be three or four years long shows," says ZEEL chief business officer Sunil Buch.

The channel has also changed its slogan from 'Jode Dilo ko' to 'Yeh Lamha Hi Hai Zindagi.'

Starting on 3 October, the channel is introducing a new line-up. The new shows include a light-hearted Turkish drama, Little Lord, three Indian originals that push societal thinking including Sunjoy Wadhwa’s Sphere Origins’ 'TV Ke Uss Par', 'Khwaabon Ki Zamin Par' by Anupam Kher's Actor Prepares and 'Agar Tum Saath Ho' by Gulshan Sachdeva's Film & Shots. Bringing different cultures together is a co-production with Geo TV titled, 'Teri Meri Jodi.' Also, Zindagi’s blockbuster Turkish drama Fatmagul will continue to entertain viewers.

Buch adds, “Zindagi was launched with the promise of bringing the best shows from across the world to the 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 real, vibrant, and premium world stories.”

Hand-picked stories from India, Turkey, Spain, Italy, Pakistan, Latin America and Korea will now be available on Zindagi.

The channel is also planning to launch the HD feed. “We are waiting for the licensing process to be completed. For our bi-lingual premium audiences, Zindagi will soon be available on a dual feed of Hindi and English,” he informs.

The channel's positioning ’Yeh Lamha Hi Hai Zindagi’ mirrors the essence of the word 'Zindagi.' Anywhere in the world, life is a finite progression 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.

Unparalleled creativity and innovation will be a part of the robust marketing campaign designed to deliver across all traditional and digital mediums about Zindagi. The channel’s campaign 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 be visible across print, TV, DTH, digital, cinema, mobile and OOH. The publicity campaign will build advocacy through unique experiences that evoke the brand proposition and mirror the viewer’ premium lifestyles.

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