ZEEL enters Indonesia; appoints country head

The company has launched Zee Bioskop and Veria Living in the south Asian country.

Zee Entertainment Enterprises (ZEEL) has entered the south Asian country of Indonesia by opening an office in Jakarta and appointing Maria Liza Ginting as country head, Indonesia. The company announced the launch of Zee Bioskop channel that focuses on Bollywood blockbuster movies; and Veria Living, which already exists in the USA, as the first wellness content channel in Indonesia.

In an official communiqué, Subhash Chandra, chairman, ZEEL, says, "Indonesia and India share a lot of similarities when it comes to culture, values and entertainment appetite, in addition to being maritime neighbours. Indonesia is economically one of the fastest growing markets with huge potential for pay TV growth. I am confident these launches will flag off a new beginning for our venture and relationship between the two countries."

ZEEL, the first private broadcaster in India, recently released a global brand positioning 'Vasudhaiva Kutumbakam'. The philosophy, the World is my Family, considers shareholders, bankers, investors, employees and business partners not only as stakeholders but also as family.

On a similar note, Sushruta Samanta, business head, Asia Pasific, ZEEL, adds, "During the focused group research, we were amazed to see the massive response for our Bollywood content. ZEEL holds the largest Bollywood library, which will aid Zee Bioskop in setting new records in the viewership trend. Indonesia is definitely a key market for our APAC expansion plan and opening of Indonesia office is a first step towards that direction."

Ginting has wide experience across content acquisition and distribution and an understanding of local audience behaviour, too.

The 24/7 Bollywood channel, Zee Bioskop, will showcase movies across all eras starring India's most popular stars.

Ginting states, "The initial response from our distribution partners has been very positive and I am sure the channel will live up to its tagline, Bollywood Banget!!! (truly Bollywood)."

Veria Living, which is currently available on satellite Apstar 7, will also be available in Indonesia for distribution. It will be targeted to those who seek overall wellness and healthy living guidance right from their home. Veria Living was launched in the USA in 2007. The programming spread covers a range of health, wellness and fitness shows.