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ZEE5's content strategy is customer-centric: Aparna Acharekar

The platform studies its customer for ideal output.


MUMBAI: The core values of Zee’s digital platform are based on three Cs – compelling content, the convenience of viewing  and consumer experience, said ZEE5 programming head Aparna Acharekar while giving a presentation at the fourth edition of The Content Hub 2020 organised by indiantelevision.com.

Explaining about the three Cs, Acharekar said, “We want to create compelling content, which can be watched as per the convenience of the audience, anywhere and eventually, that increases the viewing experience of the consumer while giving value for their money.”

She added, “We want to ensure that a 40-minute each 10 episode-long series or 90-minute long digital film become compelling enough to binge-watch. Similarly, we give the power of convenience to consumers of what to watch, when to watch and with whom to watch the content. And the consumer experience to view content on various platforms be it subscription or advertising-based.”

“Our main theme is being customer-centric,” said Acharekar. “We have kept the customer at the heart of everything we do, and which is exactly why, we are able to entertain the young boy in Colaba, Mumbai and a person of the same age living in Chhapra, Bihar.”

“Relatable content that is real and resonates with the audience is going to work,” Acharekar said. She believes convenience is the basic reason we see the shift of audience towards over-the-top platforms.

“ZEE5’s content strategy has relied on the understanding of consumers, who are divided in a huge number of content clusters,” Acharekar said post the audiovisual screening, which had glimpses of the original shows and films the platform possesses.

“It’s important to indulge in perfect science and art while creating content – the science of making the content and the art of how you execute it,” pointed out Acharekar. “We are in the era of content creation wherein even an antagonist, who has made a star in the state, is enough to attract eyeballs.”

The Content Hub 2020 witnessed over 900 registered delegates, more than 110 speakers and 19 partners. The two-day event saw at least 35 sessions for the content creators.

The Content Hub’s main goal is to bring individual creators, professional storytellers, and producers, streaming platforms and broadcasters, film studios under one platform to connect with a mission to broaden the knowledge pool of the content industry. “It is all about learning, networking and collaborating towards building a roadmap for a better content ecosystem,” said Indiantelevision.com group founder, chief executive officer and editor-in-chief Anil Wanvari.

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