ZEE to move Hindi channel Zindagi from TV to digital

Media firm Zee Entertainment Enterprises (ZEE) today said it is moving its premium Hindi entertainment channel Zindagi from the television broadcast platform to its video-on-demand platform OZEE from July 1.
"Adapting to evolving audience preferences across India, ZEE has announced the decision to move its premium Hindi entertainment channel Zindagi from the television broadcast platform to its video-on-demand platform OZEE from , July 1, 2017," it said in a statement.
"This move has been announced with an objective to expand digital engagement with audiences who thrive on time-shifted viewing," it added.
The channel will go off air from July 1 and its content in different genres from across the world and the original productions of Zindagi will be available on OZEE.

Sources said the channel has been witnessing a huge traction for its content on OZEE and since digital is the next wave of growth, it was decided to move the channel from TV to digital.
"There is an existing consumer demand for viewing premium world content on the digital platforms and we want to reach out to these viewers. We want to stay connected and be relevant to them by providing them with more personalised and specific experiences as they are a discerning audience that prefers choice and control," ZEE's Business Cluster Head, Premium and FTA GEC channels Aparna Bhosle said.