Zee Entertainment Enterprises (ZEEL) has decided to stop broadcasting its premium Hindi entertainment channel Zindagi on the television platform, while shifting all the content to it video-on-demand (VOD) platform - Ozee. Starting July 1, 2017, Zindagi will be available only on Ozee, and the television channel will cease to exist.
The channel was quite popular for its international dramas, especially the Pakistani content which included shows like Aunn Zara, Zindagi Gulzar Hai, Kaash Main Teri Beti Naa Hoti, Hamsafar and Dhoop Chhaon. However, the channel had stopped showing Pakistani content as a protest against the Uri Attack on Indian soldiers in the month of October. Fatmagul, the Turkish show on the channel was very popular and loved - so much so that Star Plus recently launched the Indian adaptation of the show.
It is pertinent to note that Zindagi has claimed to maintain its position as the No. 1 Premium Entertainment Channel in BARC Alpha Club ratings (TG: NCCS A1, 6 Metros, AV GTVTs).
A senior official at Zindagi said that the channel’s content was getting stronger traction on digital, than television. This prompted the decision to shut shops on the TV channel. The existing Hindi GECs from ZEEL’s stable include Zee TV, &TV, Zee Anmol (FTA) and the HD channels Zee TV HD and &TV HD.
This is not the first time the company has shut a channel and shifted content to digital. The network’s kids channel ZeeQ also suffered the same fate.
As per the channel, the objective is to expand digital engagement with audiences who thrive on time-shifted viewing. The content strategies will remain the same for Zindagi which includes content from different genres from across the world with narratives which highlight the universality of emotions. The shows that will be available on OZEE will include Snowdrop, Descendants of the Sun, A Love Story and Total Dreamer. The original productions of Zindagi will also be available on Ozee.
Aparna Bhosle, Business Cluster Head, Premium and FTA GEC channels, ZEEL said, “Today, content for our audiences is not just on television but also includes gaming, short form video clips and user generated content, amongst other forms. There are rapid technological advances that are changing viewing habits and content for our audiences can no longer be managed by a remote control. There is an existing consumer demand for viewing premium world content on the digital platforms and we want to reach out to these viewers. We want to stay connected and be relevant to them by providing them with more personalised and specific experiences as they are a discerning audience that prefers choice and control. Making it available exclusively on OZEE will enable us to deliver more distinctive and quality content to audiences on the move.”
Zindagi, since its launch on June 23, 2014, has been telecasting shows from India, Pakistan, Turkey, Brazil, South Korea and Ukraine.