GECs
Enterr10 to launch two Bengali channels
MUMBAI: There was a time when Hindi speaking market was much preferred by the Indian audiences, whereas regional markets weren’t much spoken about. Considering the increasing viewers’ interests towards regional space, broadcasters have also planned to shift their focus on launching regional channels for the viewers.
Enterr10, an Indian media and entertainment company which already has a Hindi general entertainment channel (GEC) called Dangal TV, a Bhojpuri and Marathi movie channel named Bhojpuri Cinema and Fakt Marathi in their cluster. The company has added another feather to its cap by launching two more Bengali channels, which will be GEC and a movie channel.
A source close to the development confirmed the news and revealed that Enterr10 Bangla will be a GEC channel and Shaandaar Cinema will be a Bengali movie channel. “Both these channels are SD and free-to-air. The GEC channel will have original content. As of now, everything is the in the planning process.”
The source also disclosed that both the channels will be launched in the next two months. “We have already the soft channels. The dates of the launch will be decided within 3-4 days.”
The network has started test transmission service from Intelsat17 satellite at 66.0 degree east.
The other players in the Bengali GEC and movies market include Star, Zee, Sony and Colors. Sun TV is the other network that will set the ball rolling to enter into the Bengali market. It will be interesting to know whther or not these regional GECs and movie channels are able to resonate well with the Indian audiences.
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GECs
Z launches ‘Dilfluencer Moments’ to boost brand engagement across screens
New omnichannel format blends TV characters, storytelling and digital reach to boost engagement and affinity
MUMBAI: Zee Entertainment Enterprises Ltd (‘Z’) has unveiled ‘Dilfluencer Moments’, a new omnichannel media format designed to help brands cut through the clutter and turn audience attention into brand love.
With media access increasingly democratized, visibility alone no longer drives results. Shrinking attention spans and rising content noise have made memorability, emotional connection and action the real currency. Dilfluencer Moments addresses this by embedding brands into character-led, culturally resonant storytelling that travels seamlessly from TV to digital, social and creator ecosystems.
The format debuted with the “TumHoLovely” campaign on National Girl Child Day. Anchored in Hindi and Marathi shows, the campaign’s narrative extended organically across digital platforms, amplified by creators and community participation. A brand film featuring Sanya Malhotra further showcased how TV-originated cultural cues can spark broad engagement and virality. Within 24 hours, the campaign racked up 35 million total impressions, 20 million digital views, 2.5 million engagements and over 1,000 comments.
Laxmi Shetty, head – advertisement revenue, broadcast & digital, Zee Entertainment Enterprises Ltd, said, “As consumers turn away from interruption-led communication, advertisers need moments that feel culturally earned and emotionally authentic. Dilfluencer Moments delivers reach at scale through character-first content systems that connect with audiences personally, transforming storytelling into brand love.”
Kartik Mahadev, chief marketing officer, ‘Z’ & Zee 5, added: “Access alone is no longer an advantage; affinity is. Affinity comes from storytelling, familiar characters and moments that stay with audiences across screens. Dilfluencer Moments lets brands participate meaningfully in moments audiences already love, travelling organically across linear, digital and social platforms at scale.”
By anchoring campaigns in high-trust television moments and extending them into digital and social ecosystems, Dilfluencer Moments enables brands to generate organic engagement, amplify virality and convert attention into long-term emotional equity.
With its national scale, deep emotional storytelling and character-first approach, Z is offering marketers a powerful new way to build affinity, cut through clutter and create culturally resonant brand moments that stick.
