GECs
Star Plus deploys YouTube 360 for ‘Dance+’ immersive campaign
MUMBAI: Keeping true to its promise of innovation, leader in the Hindi general entertainment channel (GEC) space, Star Plus launched its new show Dance+ with a difference. As part of the launch campaign, the channel gave viewers an immersive experience into the Dance+ stage and performances using the YouTube 360 feature.
YouTube 360 serves up videos that give you a complete 360 view of the content simply by moving and rotating the device on which the video is being viewed.
With this, Star Plus has become the first brand in India to have used the YouTube 360 feature to showcase video content to connect with its audience. The one minute long video showcased some of the Dance+ performances in 360 giving viewers a chance to see the entire set, stage, audiences and super judge Remo D’Souza by a simple rotation of their mobile device. The video garnered more than half a million views within a few hours of launch prompting viewers to actively share it on social media.
The Dance+ 360 video also featured on YouTube’s 360° global channel for the most popular and compelling virtual reality videos among the likes of Star Wars and Nike.
A Star spokesperson said, “At Star Plus, we take pride in being ahead of the curve in all our marketing endeavours. We felt this was a great innovation in the digital space and wanted to be the first to use this to bring alive the superlative experience of Dance + for our viewers.”
GECs
Zee scales syndication with global tie-ups, 350 plus channel MCN
Vertical, dubbed and audio formats boost digital reach
MUMBAI: Zee Entertainment Enterprises Ltd. is giving its content library a fresh passport. The company has stepped up its syndication push, signing global partnerships, experimenting with new-age formats and building a multi-channel network that now spans more than 350 channels.
With the newly secured MCN licence, Zee can manage, distribute and monetise content across leading digital platforms at scale, strengthening its presence in the fast-growing creator and short-form ecosystem.
To keep pace with changing viewing habits, the company is also reshaping its content into formats built for the small screen in your hand. In a tie-up with micro-drama platform Story TV, select titles are being reworked into vertical, short-duration episodes tailored for mobile-first audiences.
Beyond India, the syndication team is widening its global footprint with foreign-language dubbing and regional partnerships across Europe, Africa and Latin America, opening up fresh markets for Indian stories.
Zee is also tapping into the audio boom. It has begun licensing audio remake rights for legacy properties such as Zee Horror Show, with several more titles lined up for audio-first adaptations.
On the digital front, the company has made progress in monetising non-exclusive rights for library films, while converting select shows and movies from horizontal to vertical formats to improve discoverability on short-form platforms.
Zee Entertainment Enterprises Ltd. business head syndication Vinod Johri, said syndication has emerged as a strong growth lever for the company. He noted that the combination of a large MCN network, global partnerships and new formats such as vertical video and audio is helping build a future-ready engine that extracts more value from the content library.
Together, these moves signal a platform-agnostic approach to storytelling, as Zee repackages, localises and redistributes its IP across geographies, formats and screens, ensuring its catalogue keeps working long after the first broadcast.
