Pulse of the Audience

Television has played an important role not only in distributing information but also in influencing and changing people’s belief and opinions. With 61% television penetration and growing, its impact transcends social and educational background of its viewers. Today, television is the preferred choice of entertainment.

When ZEE started operations in 1992, it was the turning point for viewers, who were used to watching programs on Doordarshan. The economy was opening to the outside world, ZEE captured the mood and introduced content and style encompassing viewer’s preference and tastes. Till this point, ZEE is grounded to its roots and creating content and formats relevant to Indian audiences across different genres. The viewer today is not only looking for new stories but is also very quality conscious. The need for differentiated and fresh content is on an all time high.

ZEE’s programming has always been one where viewers forge strong friendships with the characters and create great memories while sharing quality time with their families. Content created for the entire family, sets ZEE apart from others.

With its long-standing heritage and strong content, flagship channel Zee TV has bridged the gap between the older and emerging paradigms at the same time championing new beliefs through its stories and characters. Zee TV shows like Saat Phere, Betiyaan, Antra, Kasam Se… caught the pulse of changing ethos of Indian audiences. Shows such as Tara, Pavitra Rishta, Agle Janam Mohe Bitiya hi Kijo… championed pertinent social issues.  Zee TV has constantly created home grown realty formats like SA RE GA MA PA, Dance India Dance, which have cached the imagination of the masses. Dance India Dance is one of the most watched non-fiction show year on year. 

Zee Marathi created cult programming over the years. It pioneered the concept of a daily soap in Marathi in 1999 through Aabhaalmaaya’. Channel introduced non-fiction shows from Monday through Friday, a pattern that continues till date across Marathi channels. Zee Talkies produced and distributed 14 films in span of 4 years. Some of the films like Natarang, De Dhakka, Kaksparsh are among the highest box office grossers. Natrang received National Award in 2010.

ZEE’s presence in English Entertainment genre has been substantial with  Zee Café and Zee Studio, which telecast the latest movies and shows respectively. Zee Cafe  has genre leadership in the English Entertainment Space. Knowing the pulse of the market, ZEE was the first to offer sub titling for English content, making it easier for the Indian audiences to understand the accent. Tie ups  with some of the best Hollywood studios, Zee Studio brings home the best of the movie titles. Zee Café broadcasts shows within 24 hours from the US telecast, offering the Indian viewers the latest international entertainment. Quality content has always been the focus of delivery at ZEE, and hence the content offered is extremely premium in nature and differentiated from the clutter.

From humble beginnings to its huge popularity, Zee Bangla has moved forward magnificiently bringing Bengali culture to the world. Zee Bangla, the second regional GEC by ZEE focuses on giving Bengalis, entertainment they crave for the most. ZEE Bangla serials and reality shows are greatly watched and followed. The protagonists in the serials have become household names. Millions turn up to take part in auditions to showcase their talent and earn fame and popularity.

Expanding regionally, ZEE created a strong bouquet for Southern Markets  -Zee Telugu, Zee Kannada and Zee Tamiz. Each one of them, consolidating their viewership and aiming for leadership position. 

With path-breaking content initiatives like dance realty show Aata on Zee Telugu, ZEE touched the lives of audiences in Southern India. Popular shows like Mee Inti Vanta, Bhakti Samacharam, Ayurvedam, and Gopuram have completed 2500 episodes in their respective genres. The long duration, demonstrates ZEE’s capability of  engaging with viewers.

Zee Kannada, redefined the concept of entertainment with its trendsetting programming, which came as whiff of fresh air to the viewers through hugely successful shows like Kunuyonu Baara, Komedy Kiladigalu, Guna Gaana, Baduku Jataka Bandi, and Ragale with Rishika.

ZEE attained leadership position in sports business, operating under TEN Brand. It operates five channels, dedicated for different sports. Channels are dedicated to cricket, football, golf and one high definition channel. Strategy of Segmentation, has allowed TEN to create differentiation among various sports and helped build a dedicated fan base. The TEN Channels command around 70% of market share of non cricket sports programming.

ZEE, will continue to innovate across its bouquet of channels, guage the pulse of its audiences around the world and entertain them with the best content, creating programming which is entertaining and engaging.