We take pride in being a hyper-local brand with pan-India appeal: Nimisha Pandey of Zee5 on partnering with TVF

Over-the-top (OTT) platform Zee5 is all set to partner with TVF (The Viral Fever), which has created several successful web series, to bring its content on its platform. Along with TVF’s content library, new seasons of a few IPs and its brand new IPs will be available on Zee5.

Nimisha Pandey

Speaking about the tie-up, Nimisha Pandey, Head, Hindi Originals at Zee5, said while they already cater to different tastes of the audience, the partnership with TVF fills another gap.

“From a creator perspective, we are very passionate about being home for storytellers incredibly talented at their craft. So it made perfect sense to have creators like TVF to be a part of our family. It is truly two Desi brands coming together to create something magical,” she added.

Asked if they want to appeal to the hinterland audience with the tie-up, Pandey said while TVF’s content library will be available for free, the subsequent seasons of TVF shows and newer IPs will be behind a paywall. 

From a content point of view, having hopeful, inspiring and relatable stories on Zee5 is need of the hour and they want to have something for everyone, Pandey said. “We want to be known as a platform that truly cares about consumers and doesn’t judge them for what they want to watch. We are not here to kind of take a higher ground about the content or anything like that. We are a consumer-first company,” Pandey said.

She said TVF’s stories will appeal not only to the youth but also to the youth inside people, adding they focus on catering to clusters rather than individual audience groups. “We are a truly Indian brand that is deeply into all languages and regions. We take pride in being a hyper-local brand with a pan-India appeal. Sometimes it is not fair to divide the audience based on a city, age group, where they are in terms of demographics and geographical boundaries. It is more about saying that it is appealing to a certain taste cluster.”

“The audience must be open to a series that is quintessentially TVF. The story is for the youth inside the audience, not necessarily only to the youth audience,” Pandey said.

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