iWorld
Diverse language content the pivot for ZEE5’s growth
MUMBAI: The Zee Group’s much anticipated new digital platform ZEE5 (Z5) has finally launched, a few months down the brand refresh that was given to media behemoth’s entertainment channels. Offering everything from Indian and international original content, movies, TV shows, music, live TV and health and lifestyle content, Z5 gives viewers the opportunity to pick their entertainment from 11 browsing (and content) languages—English, Hindi, Bengali, Malayalam, Tamil, Telugu, Kannada, Marathi, Bhojpuri, Gujarati and Punjabi.
During the launch event, Zee International and Z5 global CEO Amit Goenka said, “As a global content company, our biggest strength is how well we understand our consumers and translate this into content they love. Every aspect of Z5 is based on our deep understanding of our consumers and their local ecosystem. It is both local and global at the same time and we know it is going to change the way you watch content.”
Z5 is seeking to addresses the entertainment demands of a young India that is increasingly digital savvy and globally connected, yet fundamentally rooted in its culture. Aggregated and original content is offered in the 11 languages as well as Odiya. “Digital will play a critical role in fuelling this growth and we wanted to ensure that we had a strong offering and presence in the space. With the launch of Z5 we see ourselves catapulting into the next phase of growth,” added Amit.
A silent preparation of 1.5 years went into Z5 to include content and features that cannot be found on any other Indian platform. While revealing the mystery of the silence Zee Entertainment Enterprises MD and CEO Punit Goenka said, “We have invested immense amount of time and energy in creating and acquiring rich and engaging content for Z5, which I am sure will be cherished by our viewers across the nation and worldwide. The launch of Z5 further strengthens us as a media and entertainment powerhouse.”
While talking about the strategies for India, ZEE5 digital head Archana Anand said, “We see ZEE5 as filling a definite need-gap in the Indian market for strong language content and navigation experience across Indian languages. Our platform will be as relevant to the urban elite as it is to the new digital audiences experiencing Internet for the first time. India’s digital story is going to be fuelled by new language consumers and that’s exactly who ZEE5 is for.
Our Brand Anthem celebrates this spirited new India, globally savvy, yet happiest in the language of their comfort. We believe this market to be hugely underserved and hence, see this approach as key to driving our India win.”
Z5 is banking on India’s rich diversity of languages to bag it the popularity. “Our brand anthem celebrates this spirited new India, globally savvy, yet happiest in the language of their comfort. We believe this market to be hugely underserved and hence, see this approach as key to driving our India win,” she added. Tie ups have been made with regional producers for language content.
The platform’s brand anthem has been directed by Dangal director Nitesh Tiwari, composed by Amit Trivedi and written by Amitabh Bhattacharya. Keeping in mind the distinct audiences, two versions of the anthem have been created – one for the North market and one for the South, each catering to the specific market nuances for authenticity and connect.
Z5 has a freemium pricing model with both free and paid premium content to cater to a mix of audiences. Viewers who subscribe to the subscription pack will get access to the entire library of content at a special launch offer price of Rs 99 per month instead of the actual monthly pack price of Rs 150. The advertisers will have a strong involvement in their free wall offerings. Those with Zee’s older digital platforms, i.e. Ozee will automatically upgrade to Z5, whereas Ditto TV will ask for an upgrade from the viewer. However, originals, international movies, old shows, Zee theatre and many more things will fall under its paid offerings. The live news TV offering will not only provide Zee News but also other news broadcasters’ feeds on it.
People can watch 100 movies that have never been shown on TV with subtitles and with dubbing in their language of choice. Fresh series will be either launched together or on a weekly basis. Punit said that Z5 will focus towards the production of kids’ content in the near future. Anand also added that they will look at acquisitions in the kids’ space in regional languages.
Z5 is also available as a progressive web app (PWA) to address the patchy connectivity and low phone storage scenarios.
iWorld
Banijay Asia’s The 50 tops OTT charts with 8.1 million JioHotstar views
Reality competition becomes most watched show on JioHotstar in debut week.
MUMBAI: Fifty contestants walked into a palace, but millions of viewers showed up for the drama. Reality competition The 50, produced by Banijay Asia, has emerged as the most watched show on JioHotstar, clocking 8.1 million views in its debut week. The figure, reported by Ormax Media, places the show at the top of the OTT viewership charts and marks a strong opening for the digital reality format.
Adapted from a popular French format, The 50 brings together 50 personalities from television, digital platforms, music and reality shows inside a grand palace setting. Over the course of a 50 day competition, participants form alliances, compete in unpredictable tasks and navigate eliminations as the field steadily narrows.
Guiding the game is a mysterious figure known as The Lion, an unseen game master whose voice introduces twists, challenges and strategic turns throughout the show, adding an extra layer of suspense to the contest.
What distinguishes The 50 from typical reality competitions is its audience driven prize structure. Instead of the winner taking home the final reward, the prize is awarded to one of the winner’s registered followers through the show’s dedicated app. The mechanism effectively turns viewers into participants, allowing fans to have a direct stake in the outcome.
The contestant lineup features a mix of television actors, reality stars and digital creators, including Karan Patel, Urvashi Dholakia, Divya Agarwal, Mr Faisu and Dushyant Kukreja, each bringing their own fan following to the show.
With its blend of celebrity personalities, strategic gameplay and interactive viewer participation, The 50 has quickly carved out a strong foothold in India’s digital entertainment landscape. Its 8.1 million views in the opening week underline the growing appetite for large scale reality formats designed specifically for OTT audiences.
