Zee5's 'Rajj Ke Vekho' initiative to strengthen focus on Punjabi content

Video streaming platform Zee5 is all set to strengthen its footprint in Punjab and neighbouring areas of Northern India with an enticing content slate in Punjabi.

Zee5’s ‘Rajj Ke Vekho’ initiative will see the launch of a series of Punjabi movies, web series, originals and shows, starting with a set of power-packed, straight-from-the-theatre titles from Zee Studios – Puaada, Qismat 2, Jinne Jamme Saare Nikamme, and Fufad Ji, starring popular Pollywood names Ammy Virk, Sonam Bajwa, Sargun Mehta, Binnu Dhillon, Gurnam Bhullar, and many more! These stories from Punjab’s heartland will be available in an all-inclusive annual subscription plan priced at Rs 499.

Zee5 aims to address the content demand of 3cr+ Punjabi native speakers in India, offering a robust library of Punjabi content at the tap of a button, thereby making deeper inroads into the country, and furthering its aim for entertainment inclusion.

Manish Kalra

Manish Kalra, Chief Business Officer, Zee5 India, said, “As the country’s multilingual storyteller, we have continued our efforts to keep the audience entertained across various cohorts and demographics to achieve deeper regionalisation and penetrate into Bharat. Punjab, today, boasts of over 70%+ internet penetration, a telecom infrastructure density that ranks third in the country, with one of the highest GDPs and per capita incomes in India. Despite this, the content offerings in the local Punjabi language aren’t as diverse as a crucial market like Punjab deserves. As a result, while intent among the audience is high, the availability of options is low, which is precisely what Zee5 is here to address with Rajj Ke Vekho. Our increased focus on Punjabi bespoke content will aim to cater to this rising demand for quality entertainment in local languages. This will help us become a one-stop destination for users to watch high quality Punjabi content, bringing us one step closer to our larger vision of achieving entertainment inclusion for underserved markets.”

He added, “It is diverse and purposeful, especially curated for our Punjabi-speaking audience. Through our ability to deliver a world of real, relevant, and resonant stories across various devices and operating systems, we want to bridge the gap between the TV-watching audience and OTT users, bringing everybody onto a common platform, Zee5.”

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