iWorld
Zee5 highlights regional offerings in a new campaign
Mumbai: Video streaming platform ZEE5 has announced the launch of the second edition of its campaign- ‘Dekhtey Reh Jaogey’ starring Sara Ali Khan and Amol Parashar. Revolving around the FOMO theme, the campaign showcases the platform’s content library, particularly the regional offerings.
ZEE5 currently features 160+ live TV channels and 500,000+ hours of on-demand content spanning over 3,500 films, 1,750 TV shows, and 700 originals, in 12 Indian languages (English, Hindi, Bengali, Malayalam, Tamil, Telugu, Kannada, Marathi, Oriya, Bhojpuri, Gujarati, and Punjabi), all available in a new subscription of Rs. 599.
The SVOD viewers on the platform get access to the range of movies and web series behind the paywall, along with AVOD content before they are aired on TV. The AVOD content roster at ZEE5 includes catch-up episodes of the most popular TV shows on ZEE Network and other properties which are available for audiences to watch anytime, and anywhere.
Over the past 12 months, ZEE5 has become the fastest growing OTT platform in India as per AppAnnie’s latest industry report. The platform’s monthly active users (MAU) rose to 101.9 million and global daily active users (DAUs) touched 9.6 million in December 2021. ZEE5 users watched an average of 201 minutes of content per month during the last quarter, with the platform releasing 51 shows and movies, including 11 originals during the period.
ZEE5 has planned a high-frequency promotional outreach for the campaign across TV, social media, and the internet as part of a 360-degree approach.
“At ZEE5, we have always aspired to democratise entertainment and provide quality content to our audiences at a price that is convenient for the majority of the viewers,” says ZEE5 India chief business officer Manish Kalra. “While ZEE5 has a large content library that spans across various languages, the second leg of the ‘Dekhtey Reh Jaogey’ campaign will help us exhibit our diverse content offerings, especially regional content and further our aim of deeper regionalisation by making deeper inroads into the country. With the new subscription package, viewers will have access to an endless supply of compelling and binge-worthy entertainment at an annual price of Rs. 599.”
Lowe Lintas chief creative officer Sagar Kapoor adds, “Today, content has become the perfect conversation starter and enabler. Conversations are invariably peppered with references to dialogues and characters from content pieces across OTT platforms. It is the “conversation drama” that people miss out on when they miss content. We decided to build on this idea for ZEE5 to pull in their audiences every week to watch new shows and movies and stay above content FOMO, so they never miss out on the excitement on and off the screen.”
iWorld
Rusk Media announces Battleground Season 2 on Amazon MX Player
Fitness reality show returns in April 2026 with bigger challenges and mentors.
MUMBAI: The arena is reopening and this time the competition promises even more sweat, strategy and spectacle. Rusk Media has confirmed the return of its fitness reality format Battleground for a second season, set to stream on Amazon MX Player from April 2026. The announcement follows the breakout success of the show’s debut season, which positioned itself as a high energy blend of sport, strategy and reality television. Season 1 brought together 16 contestants for a 28 day test of endurance and discipline, as aspiring athletes and fitness enthusiasts competed in physically demanding challenges and team based battles.
Divided into four teams, the participants trained under a panel of mentors drawn from the fitness and lifestyle space, with former Indian cricketer Shikhar Dhawan serving as the show’s Super Mentor.
The format quickly found an audience among digital viewers and was listed among the most binged titles on Amazon MX Player. The show also picked up industry recognition, winning the “Most Popular Non Fiction Show” honour at the IWMBuzz Digital Awards 2025.
The first season also drew a slate of brand partnerships, including Honda Bigwing, Charged, American Pistachio Growers, Bigmuscles Nutrition, Ritebite Max Protein, Plix and Sparsh CCTV, highlighting the show’s appeal to brands targeting India’s rapidly growing youth and fitness audience.
For Season 2, the producers say the format will evolve with tougher physical challenges, a sharper competitive structure and deeper mentor involvement while continuing to focus on discovering the next generation of Indian fitness personalities.
Rusk Media, chief executive officer and co founder Mayank Yadav said the first season proved the appetite for competitive fitness storytelling. “Battleground was always envisioned as more than a show. Season 1 demonstrated that there is a massive audience for aspirational fitness competition at scale. With Season 2 we are going even bigger in ambition, intensity and opportunities for contestants and partners,” he said.
Rusk Ads lead Rahul Arora added that the series has also evolved into a strong platform for brand integration and advertiser engagement. “Season 1 showed that Battleground is not just compelling content but a powerful brand ecosystem. As we move into Season 2, we are looking to deepen brand collaborations and build more integrated partnerships,” he said.
With a larger format, an expanding fan base and a new season set to arrive in April 2026, Battleground is positioning itself as one of India’s emerging fitness reality franchises in the digital entertainment space.
