MUMBAI: The OTT arm of Zee Entertainment Enterprises Ltd (ZEEL) ZEE5 took a giant leap forward to become the first-ever OTT platform to offer Indian content customised for mainstream audiences across markets-at such a large scale. ZEE5 Global announced that it will offer its content now in 17 languages, with the addition of five international languages Malay, Thai, Bahasa, German and Russian, with more languages to come in time.
Commenting on the announcement, Zee International and Z5 Global CEO Amit Goenka said, “With the introduction of these new languages, ZEE5 further accelerates its drive to be a truly global player. As we move forward with our global expansion, we will continue to not only strengthen and expand our content catalogue but also add on new languages as well. This will not only open up the platform to a much wider, mainstream audience but also enable us to quickly expand our partnerships across the globe.”
The announcement was made by Zee5 chief business officer Archana Anand at APOS 2019 (Asia Pacific Video Operators Summit) in Bali, Indonesia during her session on ‘India: OTT drives borderless ambition’.
Underscoring the announcement, Anand also unveiled ZEE5’s campaign ‘Extreme Emotion’ bringing to life the extreme passion, drama and action depicted in Indian entertainment content that makes it so well loved globally. From the over the top, intense drama scenes to the extreme romance, the excessive comedy and the fast-paced fight scenes, the campaign captures the very essence of all that makes Indian entertainment so very larger than life.
Anand said, “India is extremely vibrant and colourful. Here, each emotion is lived and expressed to the fullest, and our movies and stories resonate this vibrancy. The best of these movies and stories are what we bring to you on ZEE5. As storytellers, it is our job to tell great stories and share them with audiences who will enjoy them irrespective of where they are or what language they speak. With our content now also being available in Thai, Bahasa, Malay, Russian and German, we look forward to forging even deeper connects with our audiences in these markets.”
The ‘Extreme Emotion’ campaign unveiling was preceded by a series of teasers that followed the APOS delegates arrival in Bali – from Human Billboards along the scenic route from the airport to hotel inviting people to ‘laugh, cry, scream and cheer but a lot harder than before’, to innovative airport branding, to fabulous thematic goodie bags, to an array of foods with extreme flavours of the Indian palette, all of which culminated in the vibrant unveil video.
