"Zindagi is not a typical GEC, but a premium brand": Sunil Buch

The channel will launch a new slate of programming from October 3.

Zee's general entertainment channel Zindagi has created a niche of its own in the television market thanks to its syndicated content. 'Humsafar' and 'Zindagi Gulzar Hai' from Pakistan brought the channel to people's notice in India, followed by the Turkish drama 'Feriha'. The channel tried with original content, too, but did not see similar success as compared to the syndicated ones.

The channel is now targetting only the top brands. "If you want to target the premium, Zindagi is the best brand," says Sunil Buch, chief business officer, Zee Entertainment Enterprises Limited (ZEEL).

The channel is all set to launch a new set of programmes from October 3. The new shows include a light-hearted Turkish drama titled 'Little Lord', three Indian originals that push societal thinking, namely, Sphere Origins' 'TV KeUss Par', 'Khwaabon Ki Zamin Par' by Anupam Kher's Actor Prepares and ‘Agar Tum Saath Ho’ by Gulshan Sachdeva's Film & Shots. Continuing the Pakistan connect, the channel will launch 'Teri Meri Jodi', a co-production with the Pakistan-based Geo TV, while the Turkish drama 'Fatmagul' will continue to entertain viewers.

The new shows will be on air for a longer period than the earlier ones. "The come-and-go one month phenomenon did not work well for us," admits Buch. The shows on Zindagi witnessed quick wrap up, which Buch feels was too fast for the audience's understanding. They disappeared before the buzz was created. The channel will continue to have finite format, informs Buch, but will be there for a longer period. "We are not in the typical GEC zone, nor is Zindagi a typical GEC; it's a premium brand, so you won't find a 1,000-episode long series running in here," Buch adds.

To back the new shows, the channel will have a targetted marketing strategy. "We will not do it the conventional way, but will focus more on digital and direct-to-home (DTH) players. Digital is a key medium for us because we believe a lot of our audiences are there on the digital platform," says Buch.

The channel aims to target a metro audience of over 22 years. It will continue to extend its base in the urban market, and is not looking at the rural business currently. The network also plans to launch a High Definition (HD) feed, but it depends on regulatory approval.

The channel has positioned itself as 'Yeh Lamha Hai Zindagi', focussing on the word Zindagi. "Life is a finite procession of moments, and it's important that we live each and every one of them. There is no sense in doing rewind - play and lose our today, our moment in quest of analyzing or living in the past. That's the top line of the channel, literally. It's again a departure from traditional base lines associated with most brands and channels, and true to the thought leader grain of Zindagi," adds Buch.

All the shows are packaged well with quality music. "It's the overall packaging that separates the extraordinary from the ordinary," concludes Buch.