Zindagi Set To Give Its Viewers A Pakistani Platter

zindagi mainZee Entertainment Enterprises Ltd. is all set to launch Zindagi from June 23, 2014 with a difference. The programming for the new channel has some of the best Pakistani shows.

If one sees the channel profile, while Zindagi Gulzar Hai begins at 8:00 pm, Aunn Zara will go on air at 08:55 pm and Kaash Main Teri Beti Na Hoti at 09:45 pm every day of the week. While some shows will be weekly, a few will be dailies. The other shows in the channel programme bouquet include: Kitni Girhain Baqi Hain and Mera Naseeb.

“People’s tastes are evolving and so we have to create a standard for our offerings. There is a need for categorisation in Hindi GECs too. Many audiences in SEC A, SEC B and metros want good shows but don’t get them. This number represents about forty per cent of the total audience but their time spent is less than 20 per cent to 25 per cent because they don’t get such good shows back-to-back. Zindagi seeks to create a new category here,” says Zee TV Chief Content and creative officerBharat Ranga.

Content on the new channel isn’t limited to our neighbouring country. Shows from Bangladesh, Sri Lanka, Turkey, Latin America and Iran are also in the pipeline.

“So we will buy the licences for these shows and co-produce it using Indian and Pakistani producers, actors, directors, writers etc. Alongside we will also produce telefilms in a similar manner,” informs Shailja Kejriwal.

Speaking at a press conference, Pakistani television actor Imran Abbas who will be seen as a lead in the show Mera Naseeb highlighted that Indian shows are very popular in Pakistan but awareness about Pakistani lifestyles is limited in India.

“You will see something about Pakistan which you don’t see on news channels. People think that women in Pakistan only wear burqas which isn’t true. In fact even films don’t show the real side,” stated the actor who is set to make his Bollywood debut opposite Bipasha Basu in Creature.

The channel is available on all major DTH and cable television platforms except for Sun Direct. The Rs 100 crore marketing plan entails a lot of outdoor, digital and print across the country in upscale areas with the concentration being in Uttar Pradesh, Bihar, Punjab and Haryana.

Here’s wishing team Zindagi a great launch!!