iWorld

ZEE5 plans more show franchises, to invest in direct-to-digital movies

The partnership with ALTBalaji has doubled the content output every single month.

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2019/10/21/zee5.jpg?itok=UzbRYqjv

MUMBAI: Zee Entertainment Enterprises Ltd’s (ZEEL) digital arm ZEE5 has built its library on the back of marquee properties and regional content since the time of its entry in the burgeoning over-the-top (OTT) ecosystem. After hitting the audience with a number of popular original shows and direct-to-digital movies, the platform is planning to bring more franchises like Rangbaaz. Moreover, while ZEE5 will continue to invest in buying movies, the platform is also planning to invest more in direct-to-digital movies.

“Among the few things we have learnt, the first is that we want to bring more franchises. We are making follow-up seasons of some of the bigger shows like Rangbaaz and The Final Call,” ZEE5 India CEO Tarun Katial said in an interaction with Indiantelevision.com.

“The other thing we have been able to do is an extension of existing TV show library. We did Subhan Allah into Ishq Ajkal, we did Jamai Raja into Jamai 2.0. There’s a lot more treasure in the ZEE library. Also, we have seen a very successful direct-to-digitals. While we will continue to invest in buying movies, this is a getaway to hedge cost and build own IPs. So, we are planning to invest more in direct-to-digital movies,” he added.

Katial also noted that while the platform started the year with the commitment of creating one of the largest libraries of regional content in the country, ZEE5 consistently created content not only Hindi content but  also content in Tamil, Telugu, Bengali, Marathi, and even in Kannada.

Katial also mentioned that among all the regional markets, the “film and original crazy” Telugu market has been doing amazingly well. As he shared, the Tamil market is also doing well after Telugu while Kannada has been a very surprising market, one of their fastest-growing markets in the regional sphere.

While all three of these markets have regional packs, some of the users who first buy into the regional packs in Telugu and Kannada markets upgrade themselves into an all-access pack to consume some of the Hindi originals and Hindi movies. Hence, the regional packs have acted as a good entry point for consumers to sample ZEE5 and then eventually to upgrade into full subscription packages.

ZEE5 also entered into an unusual content partnership with ALTBalaji in July to co-create original content which are available on both the platforms. Katial said that the partnership has doubled the content output every single month. He also added that it allows them to talk to different taste clusters and build certain amount of velocity behind moving, upgrading consumers from AVOD to SVOD.

ZEE5 also broadened a lot of technology partners across the world this year. “It has been able to give us a strong collaborative recommendation engine, a consumer data platform that can engage with our consumers real-time and to be able to trigger consumption and as well as trigger updates and subscriptions that we can understand and communicate in their language, need and requirement,” he said.

Katial also added that they noticed over a period of time that product and user journey needed to be enhanced. Hence, the platform has launched a plethora of new apps on smart TV devices with new UI, new subscription journeys enhancing its ability to onboard new users more easily. In addition to that, he noted that ZEE5 has been able to invest in data sciences this year helping them to add a fair amount of user knowledge to improve decision making, ability to create content and user experiences and more importantly to take long-term decisions on different kind of product cases.

“The strength of market lies in two things. One is the device-ecosystem which is growing extremely well not only just on the mobile side but also on the smart-TV side. And the other is the growth of the data consumption story and video consumption is the largest part of data consumption. These are the two indicators of why Indians are going to consume more digital video and with that there will be better opportunities both on the ad-supported side as well as on the subscription side,” he commented on how the overall ecosystem has fared. 

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/07/planet.jpg?itok=0uEn2NtX
Planet Marathi to launch Marathi OTT Platform

KOLKATA: Passionate filmmaker and producer Akshay Bardapurkar of Planet Marathi, actor Pushkar Shrotri, and music composer Aditya Oak are all set to launch Planet Marathi OTT, India’s one and only platform that curates Marathi content, exclusively for Marathi audience.

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/07/voot.jpg?itok=I-lWiQ4R
Voot and Kailash Kher come together to present Nayii Udaan

KOLKATA: VOOT brings something new and exhilarating for its millions of consumers and partners with none other than the music veteran Kailash Kher absolutely LIVE. To rekindle the magic of Indian classical and folk music and give new talent a stage to spread their nascent wings, three years ago,...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/07/ser.jpg?itok=SY4PKRHN
Changing consumer behaviour as viewership spikes on ZEE5

The current Covid2019 pandemic and the nationwide lockdown has not just stalled industries and economic activity but has also contributed to the ongoing change in behavioural patterns in people, including that of digital consumption.

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/07/uday.jpg?itok=QiILPai5
Aim to get hundreds of millions of subscribers for Disney+ Hotstar: Uday Shankar

Disney+ Hotstar is not going to limit itself to sports and classic Disney+ library in India. While last year Hotstar went into original content, after its rebranding to Disney+ Hotstar, it is chasing a large audience also with direct-to-digital premiers of bollywood movies.

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/06/znap.jpg?itok=MMj3WkZ6
ZEE5 Global announces its latest partnership with Cashback App ZNAP

MUMBAI: ZEE5 Global has announced its partnership with cashback mobile app ZNAP in UAE. The application offers users a unique shopping experience with rewards and bonuses while sitting at home. The partnership will provide users a chance to earn cashback credit and a monthly subscription to premium...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/06/zee5.jpg?itok=grtGwXNF
ZEE5 records over 50% increase in WoW viewership

KOLKATA: During the lockdown, ZEE5, as India’s Entertainment Super-App has continued to entertain and engage diverse audiences by serving bespoke content across languages and a spectrum of devices. The platform’s popularity surged further as the week-on-week viewership soared by 52 per cent for all...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/06/sripriya.jpg?itok=eL13v_OX
It’s a match! Tinder and Pocket Aces team up to show how people are Dating In 2020 in the new format ‘FilterCopy Mini’

NEW DELHI: In a bid to constantly innovate, and cater to the changing content consumption habits of the audience, Pocket Aces’ short-form video channel, FilterCopy, has launched a new Instagram-first format called ‘FilterCopy Mini’ that will focus on telling short,  relatable stories in just under...

iWorld Social Media
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/06/Paytm.jpg?itok=dLdWmPW5
Paytm to acquire Raheja QBE General Insurance to expand financial services offerings

NEW DELHI: India's homegrown financial technology platform Paytm (owned by One 97 Communications Ltd) along with Vijay Shekhar Sharma is set to acquire Mumbai-based private sector general insurer Raheja QBE. The acquisition is subject to customary conditions, including, approval from the Insurance...

iWorld e-commerce
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/06/MN-Vyas.jpg?itok=4q0HG0qg
5G remote production: Need of the hour or call of the future

Broadcast to mobile is a fascinating concept which came into light in the early 2000s. The mobile networks were busy with offering GPRS based services. The early days saw a variety of mobile broadcast solutions including DVB-H, DMB, DAB-IP, ISDB-T and MediaFLO.

iWorld Telecom

Sign up for our Newsletter

subscribe for latest stories

* indicates required