Zee eyes 'positive' returns from new channel Zindagi

The network believes stories showcased on this channel will have an appeal even in South India

Zee Entertainment Enterprises Limited (ZEEL) had expressed confidence that its new general entertainment channel (GEC) to be launched soon would give “positive” return to the investment.

ZEEL announces the launch of its Premium Mass Hindi GEC in India “Zindagi”. With handpicked stories by acclaimed writers, the channel will launch on 23 June 2014.

The company claims that it is a first ever National launch for a Hindi language channel as the ZEEL believes that the stories showcased on this channel will have an appeal even in South India.

“Our plans are extremely aggressive,” Akash Chawla, ZEEL Marketing Head National Channel, said here today. The company officials were in Raipur for the launching of the new channel that would be on air from coming Monday.

Chawla said the company was there for the long term business and the return of investment in the new channel “Zindagi” would be positive. The ZEEL had invested Rs 80 crore to Rs 100 crore for launching the new channel. The company also sees positive growth in getting bigger GEC market share from the new channel.

A company statement quoting Bharat Ranga, Chief Content and Creative Officer of the ZEEL said that the launch of Zindagi was significant in many ways. “It is a step forward to further expand the ZEEL Network in India,” he said, adding that the channel was first in its category of GECs and another first that Zee was trying to bring to its viewers.

The channel would offer alternative fiction content suitable for Indian sensibilities and produced by content creators from around the world.