ZEEL to expand '&' brand; to launch a Hindi GEC under it

Media firm Zee Entertainment Enterprises Ltd is expanding its '&' brand and is aiming to build a network of channels under it to tagret the changing consumption trends of youth and premium segment viewers.
ZEEL would first come out with '&' brand Hindi general entertainment channel (GEC) and later may take it into the regional space.
"We are also working on extending the '&' brand into a Hindi GEC. We eventually hope to build a network of channels under this brand, maybe get into the regional space, but for now, our first extension will be the Hindi GEC," ZEEL MD & CEO Punit Goenka told PTI.

Presently, ZEEL is beaming a movie channel '& Pictures' under this brand.
The company which has recently launched a new GEC Zindagi targeting premium mass Hindi segment would keep on adding more shows from neighbouring countries as Pakistan, Bangla Desh to Egypt, Turkey and even Latin America.
It would also coproduce the shows in those countries, with local talents. It has already started working on six shows, which would be produced in Pakistan, he added.

"In the second phase, we want to produce or co-produce content in these markets with the local talent. In fact, we have already started work on 12 telefilms that will be released between October and December. Six of these are being produced in India while the remaining six are being produced in Pakistan," Goenka said.

He further added:"We feel that these markets have content that is adaptable for the Indian market culturally".
The Essel group firm would also keep on expanding in the regional market, by infusing more investments.
"We are also looking at different genres within the existing regional markets that we are present in, but it is still too early to comment further," he added.
ZEEL is a leading player in Marathi TV with its channels Zee Marathi and Zee Talkies. It is on the second position in Bengal with Zee Bangla and Zee Bangla Cinema, Goenka said.
"We are also gung-ho about the Tamil market and have grown that market significantly for ourselves but of course it is still very small in comparison with the leaders. However, we will continue to invest there and post success in the Tamil market; we will explore the Malayalam market," he added.

Overall, the company is expecting a 'faster growth' in its subscription revenue front due to implementation of rest phases of digitisation.
"Our company is in the investment mode and our growth will be boosted by such plans," Goenka added.