The channel, which changed its positioning from ‘Zindagi...Jodey Dilon Ko’ to ‘Yeh Lamha Hi Hai Zindagi’, will also launch English feed in a few months
BestMediaInfo Bureau | Mumbai | September 20, 2016
Zindagi has planned four hours of evening primetime with six new shows from October 3 at 7 pm, Monday to Friday. Having boasted of popular shows in Pakistan, Turkey and other markets, the channel is now bringing a 50 per cent skew towards original Indian content.
Additionally, with a new brand film, the network has changed the positioning of the channel from ‘Zindagi...Jodey Dilon Ko’ to ‘Yeh Lamha Hi Hai Zindagi’. Sunil Buch, Chief Business Officer, Zee Entertainment Enterprises Ltd (ZEEL) said, “The channel's positioning ‘Yeh Lamha Hi Hai Zindagi’ mirrors the essence of the word Zindagi. Anywhere in the world, life is a finite procession 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 in the quest of analysing or living in the past. That’s the top line of the channel, literally. This is a departure from traditional base lines associated with most brands/channels and true to the thought of Zindagi.”
As for the content, Fatmagul and Feriha are two of the most popular shows on the channel. It will continue to telecast Fatmagul, while Feriha will soon have a second season. Along with these, the channel will telecast Agar Tum Sath Ho (Indian content 7 pm), Little Lord (Turkish drama 7.30 pm), TV Ke Uss Paar (Indian sitcom 8.30 pm), Fatmagul (Turkish drama 9 pm), Khwaabon Ki Zamin Par (Indian drama 10 pm) and Teri Meri Jodi (co-production with Geo TV 10.30 pm).
The channel boasts of an elite audience with premium choices, though the viewership skew is still marginally towards females. The new weekend slot called ‘Zindagi Awesomes’ will feature offbeat Indian cinema to pull the male viewers and to complete the entertainment bouquet of the channel. The movies include titles like Salaam Bombay. Global cinema will be tapped through this slot.
To add on to its offerings, the network has announced launch of English feed in the next three to four months. The channel will bring more diverse content from other countries such as Spain, Italy, Germany, Portugal and Ukraine among others.
According to the channel, it has maintained its numero uno position over the last 27 weeks as a premium entertainment channel with 710 average GTVTs. (Source: BARC Alpha Club ratings; TG: NCCS A1, six metros, Period: Week to Week 32’2016, AV GTVTs).
Buch said, “We saw that there is a sharp need gap where the Indian audience was kept deprived of the stories from all over the world and that is how Zindagi was born. We wanted to have the world in our content and now, after having seen good resonance of the content with the audience, we need to push the envelope and bring in more Indian shows that have stronger stories. Zindagi will enhance its slate of shows with hand-picked stories from India, Turkey, Spain, Italy, Pakistan, Latin America and Korea. For our bi-lingual premium audience, Zindagi will soon be available on a dual feed of Hindi and English.”
Pressing the factor that Zindagi is a perception channel, Buch skipped all talks of advertising revenues and advertisers.
The marketing campaign of the channel will majorly focus on digital and DTH platforms, since that is where the premium audience is mostly found. “Awareness creation will be done through other platforms,” said Buch. The channel’s campaign will be initiated with the catchphrase ‘#ZindagiKehtiHai’, 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 September 30. Engaging campaigns 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 viewers’ premium lifestyles.