Diverse language content the pivot for ZEE5's growth

Diverse language content the pivot for ZEE5's growth


MUMBAI: The Zee Group’s much anticipated new digital platform ZEE5 (Z5) has finally launched, a few months down the brand refresh that was given to media behemoth’s entertainment channels. Offering everything from Indian and international original content, movies, TV shows, music, live TV and health and lifestyle content, Z5 gives viewers the opportunity to pick their entertainment from 11 browsing (and content) languages—English, Hindi, Bengali, Malayalam, Tamil, Telugu, Kannada, Marathi, Bhojpuri, Gujarati and Punjabi.

During the launch event, Zee International and Z5 global CEO Amit Goenka said, “As a global content company, our biggest strength is how well we understand our consumers and translate this into content they love. Every aspect of Z5 is based on our deep understanding of our consumers and their local ecosystem. It is both local and global at the same time and we know it is going to change the way you watch content.”

Z5 is seeking to addresses the entertainment demands of a young India that is increasingly digital savvy and globally connected, yet fundamentally rooted in its culture. Aggregated and original content is offered in the 11 languages as well as Odiya. “Digital will play a critical role in fuelling this growth and we wanted to ensure that we had a strong offering and presence in the space. With the launch of Z5 we see ourselves catapulting into the next phase of growth,” added Amit.

A silent preparation of 1.5 years went into Z5 to include content and features that cannot be found on any other Indian platform. While revealing the mystery of the silence Zee Entertainment Enterprises MD and CEO Punit Goenka said, “We have invested immense amount of time and energy in creating and acquiring rich and engaging content for Z5, which I am sure will be cherished by our viewers across the nation and worldwide. The launch of Z5 further strengthens us as a media and entertainment powerhouse.”

While talking about the strategies for India, ZEE5 digital head Archana Anand said, “We see ZEE5 as filling a definite need-gap in the Indian market for strong language content and navigation experience across Indian languages. Our platform will be as relevant to the urban elite as it is to the new digital audiences experiencing Internet for the first time. India’s digital story is going to be fuelled by new language consumers and that’s exactly who ZEE5 is for. 

Our Brand Anthem celebrates this spirited new India, globally savvy, yet happiest in the language of their comfort. We believe this market to be hugely underserved and hence, see this approach as key to driving our India win.”
Z5 is banking on India’s rich diversity of languages to bag it the popularity. “Our brand anthem celebrates this spirited new India, globally savvy, yet happiest in the language of their comfort. We believe this market to be hugely underserved and hence, see this approach as key to driving our India win,” she added. Tie ups have been made with regional producers for language content. 

The platform’s brand anthem has been directed by Dangal director Nitesh Tiwari, composed by Amit Trivedi and written by Amitabh Bhattacharya. Keeping in mind the distinct audiences, two versions of the anthem have been created - one for the North market and one for the South, each catering to the specific market nuances for authenticity and connect.

Z5 has a freemium pricing model with both free and paid premium content to cater to a mix of audiences. Viewers who subscribe to the subscription pack will get access to the entire library of content at a special launch offer price of Rs 99 per month instead of the actual monthly pack price of Rs 150. The advertisers will have a strong involvement in their free wall offerings. Those with Zee’s older digital platforms, i.e. Ozee will automatically upgrade to Z5, whereas Ditto TV will ask for an upgrade from the viewer. However, originals, international movies, old shows, Zee theatre and many more things will fall under its paid offerings. The live news TV offering will not only provide Zee News but also other news broadcasters’ feeds on it.

People can watch 100 movies that have never been shown on TV with subtitles and with dubbing in their language of choice. Fresh series will be either launched together or on a weekly basis. Punit said that Z5 will focus towards the production of kids’ content in the near future. Anand also added that they will look at acquisitions in the kids' space in regional languages. 

Z5 is also available as a progressive web app (PWA) to address the patchy connectivity and low phone storage scenarios.