GECs
Whole Zee network going pay from May
The whole Zee network is going pay from May, group corporate affairs head RK Singh confirmed today, adding that the rollout of set top boxes for Zee TV has already begun.
Singh said the entire Zee network, including the four regional language Alpha channels and Nickelodeon, would be included in the package which would cost between Rs 20 and 30.
While Singh would not give an exact figure on the price, a Mumbai-based cable operator revealed that Zee was selling their bouquet at RS 25 and the cost of the set top box for Zee TV was RS 14,000.
Singh wouldn’t reveal when the switchover to pay would take place but didn’t exclude the possibility of it going through some time in the middle of May.
Cable operators would be offered a la carte as well as network rates, Singh says.
The Zee Network includes, Zee TV, Zee News, Zee Cinema, Zee MGM, Zee English and Zee Music. The Alpha channels are Marathi, Punjabi, Gujarati and Bengali. Zee distributes Nickelodeon in India and hosts two one hour programming slots for the children’s channel, mornings and evenings, on Zee TV.
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.
