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Siju lifts the lid on Zee’s omni-content vision
MUMBAI: India’s entertainment landscape is hotter than a Vindaloo, and Zee Entertainment Enterprises Ltd (ZEEL) is clearly leading the charge, particularly down South. Siju Prabhakaran, who is the chief cluster officer- South, gave Indiantelevision.com’s Rohin Ramesh the lowdown on how the media conglomerate is not just keeping pace with, but setting the agenda in the rapidly evolving content game.
Zee’s grand vision, dubbed “Yours Truly Z,” isn’t just a fancy catchphrase, it’s a promise to be both a cultural and technological powerhouse. “The brand promise is true for every market,” Prabhakaran declares, emphasising their commitment to tell great stories, to connect with our audience emotionally, capture the cultural nuances of each of the markets. Forget wishy-washy content, Zee’s serving up narratives that genuinely resonate.
Gone are the days of just linear TV. While still a cornerstone, Zee is now charging headfirst into the digital realm with Zee5, crafting everything from “micro dramas”, bite-sized, one-minute storytelling across seven languages – to mini-series and movies. “Whichever is the format, whichever is the platform, and whatever is the language, we will be capturing it both through technology and great storytelling,” Siju explained.
The South, a truly unique beast with its diverse languages, presents a particular challenge that Zee is tackling with gusto. Prabhakaran highlighted that regional audiences are incredibly “platform fluid,” seamlessly hopping between traditional telly, OTT, YouTube, and even Instagram Reels.
“We are fundamentally storytellers,” Siju quipped, whether it’s long format, short format, or micro dramas. He sees a massive opportunity to convert casual scrollers of user-generated content into loyal viewers of curated narratives. And despite the OTT invasion, television remains a big part of the social fabric of India, especially for that cherished family viewing experience as the bigger insight here is that regional audiences prefer content in their own language, demanding high production values and great storytelling no matter the screen.
Zee’s approach to content creation is as varied as a British weather forecast: “thirty-minute shows, three-minute stories, and thirty-second drama.” They’re not just embracing diverse formats; they’re ensuring a consistent tone and quality by tapping into a burgeoning creator ecosystem of young writers, directors, and actors who are now finding jobs and becoming big faces.
When asked about upcoming IPs, Siju teased that Zee is working on various non-fiction formats, leveraging established juggernauts like Sa Re Ga Ma Pa and Dance India Dance that have already travelled across platforms. He also pointed to the Marathi hit Chala Hawa Yeu Dya, which is now being adapted for Hindi audiences and will soon hit the Southern markets, showcasing a desire to tell “raw, unfiltered and unscripted stories”.
Interestingly, despite the digital onslaught, the younger audience in the South remains glued to television. Siju attributes this to high TV penetration, a thriving content ecosystem (fueled partly by films), the desire for local language content, and the social experience of collective family viewing. To keep these youngsters hooked, Zee is evolving the traditional TV experience with contests, strong social media presence (WhatsApp, Instagram, Facebook), and even gaming initiatives linked to non-fiction formats.
Navigating the multi-lingual South (Telugu, Tamil, Kannada, Malayalam) means avoiding a one size fits all approach. Zee relies on strong, localised teams who deeply understand cultural nuances and emotional pegs. “Keeping your ears to the ground and having that right talent is the way to keep every market different,” he affirmed.
And finally, on the hot topic of regional creators and digital influence, Prabhakaran introduced the concept of ‘DILFLUENCERs’ which was revealed last year. Zee boasts “one of the largest repertoire of influencers” in their TV characters and reality show contestants who have massive digital followings. This allows Zee to offer brands a “three-sixty-degree kind of a solution” – a package of influencer marketing alongside TV and OTT impressions.
Real-time data and audience insights are the key for what gets the green light in Zee’s pipeline. From focus group discussions and social listening to OTT data collection, Siju stated, “These will only get richer and richer to understand what the audience is liking in a content, what they are not liking and kind of calibrate it accordingly.”
It seems Zee isn’t just making content. It’s practically building an experience, one regional echo at a time.
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NEW DELHI: Hamdard Laboratories gathered a cross-section of India’s achievers in New Delhi on Friday, handing out the Hakeem Abdul Hameed Excellence Awards to figures who have left their mark across healthcare, education, sport, public service and the arts.
The ceremony, attended by minister of state for defence Sanjay Seth and senior officials from the ministry of Ayush, celebrated individuals whose work blends professional success with a sense of public purpose. It was as much a roll call of achievement as it was a reminder that influence is not measured only in profits or podiums, but in people reached and lives improved.
Among the headline awardees was Alakh Pandey, founder and chief executive of PhysicsWallah, recognised for turning affordable digital learning into a mass movement. On the sporting front, Arjuna Awardee and kabaddi player Sakshi Puniya was honoured for her contribution to the game and for pushing women’s participation onto bigger stages.
The cultural spotlight fell on veteran lyricist and poet Santosh Anand, whose songs have echoed across generations of Hindi cinema. At 97, Anand accepted the honour with characteristic humility, reflecting on a life shaped by perseverance and hope.
Healthcare honours spanned both modern and traditional systems. Manoj N. Nesari was recognised for strengthening Ayurveda’s place in national and global health frameworks. Padma shri Mohammed Abdul Waheed was honoured for his research-backed work in Unani medicine, while padma shri Mohsin Wali received recognition for his long-standing contribution to patient-centred care.
Education and social development also featured prominently. Padma shri Zahir Ishaq Kazi was honoured for decades of work in education, while former Meghalaya superintendent of Police T. C. Chacko was recognised for public service. Goonj founder Anshu Gupta received an award for his dignity-centred rural development initiatives, and the Hunar Shakti Foundation was honoured for empowering women and young girls through skill development.
The Lifetime Achievement Award went to former IAS officer Shailaja Chandra for her long career in public healthcare and governance, particularly in the traditional systems under Ayush.
Speaking at the event, Hamdard chairman Abdul Majeed said the awards were a tribute to those who combine excellence with empathy. “These awardees reflect Hakeem Sahib’s belief that healthcare, education and public service must ultimately serve humanity,” he said.
Minister Seth struck a forward-looking note, saying India’s young population gives the country a unique opportunity to become a global destination for learning, health and wellness by 2047.
The ceremony also featured the trailer launch of Unani Ki Kahaani, an upcoming documentary starring actor Jim Sarbh, set to premiere on Discovery on 11 February.
Instituted in memory of Unani scholar and educationist Hakeem Abdul Hameed, the awards have grown into a national platform that celebrates those building a more inclusive and resilient India. For one evening at least, the spotlight was not just on success, but on service with substance.
