Indian streaming platforms are undoubtedly on the rise and even though they are miles away from competing with giants like Netflix or Amazon Prime Video, the reach is increasing with every passing day. Zee5 was launched back in October 2018 and in just over 6 months, the service provides over 100,000 hours of on-demand content in 17 languages.
And now planning to build on the rapid growth of the service, Zee5 Global announced a broadening of its strategy and added five international languages to its initial content offering 12 languages, to capitalize on the demand for Bollywood films and Indian TV shows from non-South Asian audience.
The Zee5 Global service offers films, TV shows, and live news aggregating over 100,000 hours of on-demand content. The five new languages announced are Malay, Thai, Bahasa, German, and Russian. The introduction is also accompanied by a new campaign slogan "Extreme Emotion" for a universal appeal to replace the inaugural one at its launch, "Dil Se Desi," that targets audience of Indian, Pakistani, and Bangladeshi descent.
As we know, Zee TV has a global linear presence since the mid-1990s. Owing to its pre-existing contract with Dish, the global streaming service has not yet been launched in North America. While the contract expires in around two years, Anand said it will be an open conversation with partners to decide on a way to go forward. The content offering on the streaming service is also less conventional than Zee’s broadcast TV channels.