Zindagi, initially featuring mostly syndicated content acquired from Pakistan, will create a subcategory within the Hindi GEC space.
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ZEEL will launch the channel on 23 June, across India, and not just in the Hindi-speaking markets (HSM). This is because the company believes that the content of Zindagi is suited for ‘progressive mindsets’ cutting across markets.
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ZEEL MD & CEO Punit Goenka stressed that the company is out to create a new category with Zindagi. The channel will mostly feature syndicated content acquired from Pakistan. “We are starting off with acquired content, largely from Pakistan. We are also immediately getting into production, both in India and in Pakistan. So there will be a mix,” Goenka said. He added that ZEEL has also tested concepts and ideas from markets like Egypt, Turkey and Latin America, which it will borrow or buy for Zindagi.
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Goenka shared that the channel is designed for the classes and not masses. “As per our research, this class audience base, over the years, has grown to be a critical mass today and there is a need for a specific product for them,” Goenka said.
