Thakur
Banned
- Joined
- 30 Aug 2013
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Zee Entertainment Enterprise Limited
(Zeel), the largest television network of
India, marked a new beginning in the
history of Indian television with its
newest venture, Zindagi, featuring top-
listed Pakistani dramas.
Since its launch on June 23, Indians are
being treated to the best of new-age
Pakistani TV dramas on offer. Hum TV’s
booming success Zindagi Gulzar Hai and A-
Plus’ Aun Zara have earned much praise and
appreciation in Indian newspapers as well as
on social media.
Zee had been meaning to bring about such a
revolution in programming for quite some
time now. In an email interview with Dawn,
Priyanka Datta, Business Head of Zindagi,
shares the idea behind launching this new
channel and the response it has received
from Indian viewers.
Question: What is the idea behind
launching Zindagi with Pakistani TV
shows?
PD: The content of Zindagi echoes Zeel’s
corporate philosophy ‘Vasudhaiva
Kutumbakam – The world is my family’,
which means that people across the world
might have different cultures, traditions,
culinary habits or lifestyles, but the stories
of their lives are universal.
In the first phase, Zindagi is airing
handpicked content from Pakistan. In the
future, we will showcase content from
various countries, which have some degree
of cultural affinity with India such as Turkey,
Egypt and Latin America among others. The
unique selling point of Zindagi versus
existing Hindi General Entertainment
Channels (GECs) currently in India is that it's
the only Hindi channel that has content from
overseas and its shows are of finite duration
and do not go on for years.
In the first phase, we decided to launch the
channel with Pakistani content because
Pakistani shows are aired in Urdu, a
language that is very close to Hindi. Any
Hindi speaking person can identify with the
language and relate with it.
Also, all the existing GECs in India are
catering to audiences with traditional
mindsets. But there is also an audience base
with progressive mindsets who are trying to
find the perfect balance between their
personal and professional lives in
contemporary times. They are looking for
content which is progressive and real in
nature, something they can relate to. Hence,
we decided to launch Zindagi, a channel to
cater to their needs. We believe that the
content on Zindagi lends itself very well to
that mindset of audiences. The content is
unique because it is fresh and different from
the current content that you see on GECs in
terms of script, talent; it is shot in real
locations and has original soundtracks.
Question: How has the response been
from Indian viewers?
PD: The response from viewers has been
phenomenal and we are overwhelmed at the
positivity and appreciation that each show
has received from audiences across India.
Social networking sites are abuzz with praise
for the shows. It’s been a month since the
launch and all characters in the shows have
already become household names.Read MORE at http://www.dawn.com/news/1122357/zindagi-channel-treats-indian-viewers-to-the-best-pakistani-dramas-on-offer
(Zeel), the largest television network of
India, marked a new beginning in the
history of Indian television with its
newest venture, Zindagi, featuring top-
listed Pakistani dramas.
Since its launch on June 23, Indians are
being treated to the best of new-age
Pakistani TV dramas on offer. Hum TV’s
booming success Zindagi Gulzar Hai and A-
Plus’ Aun Zara have earned much praise and
appreciation in Indian newspapers as well as
on social media.
Zee had been meaning to bring about such a
revolution in programming for quite some
time now. In an email interview with Dawn,
Priyanka Datta, Business Head of Zindagi,
shares the idea behind launching this new
channel and the response it has received
from Indian viewers.
Question: What is the idea behind
launching Zindagi with Pakistani TV
shows?
PD: The content of Zindagi echoes Zeel’s
corporate philosophy ‘Vasudhaiva
Kutumbakam – The world is my family’,
which means that people across the world
might have different cultures, traditions,
culinary habits or lifestyles, but the stories
of their lives are universal.
In the first phase, Zindagi is airing
handpicked content from Pakistan. In the
future, we will showcase content from
various countries, which have some degree
of cultural affinity with India such as Turkey,
Egypt and Latin America among others. The
unique selling point of Zindagi versus
existing Hindi General Entertainment
Channels (GECs) currently in India is that it's
the only Hindi channel that has content from
overseas and its shows are of finite duration
and do not go on for years.
In the first phase, we decided to launch the
channel with Pakistani content because
Pakistani shows are aired in Urdu, a
language that is very close to Hindi. Any
Hindi speaking person can identify with the
language and relate with it.
Also, all the existing GECs in India are
catering to audiences with traditional
mindsets. But there is also an audience base
with progressive mindsets who are trying to
find the perfect balance between their
personal and professional lives in
contemporary times. They are looking for
content which is progressive and real in
nature, something they can relate to. Hence,
we decided to launch Zindagi, a channel to
cater to their needs. We believe that the
content on Zindagi lends itself very well to
that mindset of audiences. The content is
unique because it is fresh and different from
the current content that you see on GECs in
terms of script, talent; it is shot in real
locations and has original soundtracks.
Question: How has the response been
from Indian viewers?
PD: The response from viewers has been
phenomenal and we are overwhelmed at the
positivity and appreciation that each show
has received from audiences across India.
Social networking sites are abuzz with praise
for the shows. It’s been a month since the
launch and all characters in the shows have
already become household names.Read MORE at http://www.dawn.com/news/1122357/zindagi-channel-treats-indian-viewers-to-the-best-pakistani-dramas-on-offer
