After the successful launch of ZEE5 across India, Indian TV giant ZEE is poised to export its ZEE5 OTT platform internationally. Starting next year, the group will focus on launching Zee5 first in Asian markets followed by US and UK, according to ZEEL International and Z5 Global CEO, Amit Goenka.
Zee plans to compete head-to-head with OTT offerings from Netflix, and Star TV’s Hotstar service by following a localised content strategy. The new platform replaces existing subscription and ad-based platforms DittoTV and OZEE. The Zee5 platform will have digital first, exclusive content and a strong movie library said Goenka during its February launch. Zee5 will operate on separate revenue models for SVOD, AVOD, and TVOD.
Goenka says that Zee Entertainment will be investing in 90 original programmes next year, which will be added to its library of 3500 movies. In addition to their own library of Indian movies and TV shows, ZEE5 will acquire content from Turkey, Pakistan, Spain, China and Korea. Additionally, around 200+ English-language movies and shows will be available.
Initially, the platform will move into some key Asian markets including the Middle East, and will then look to target the large Indian expat communities in the UK and US. ZEE’s general entertainment channels are already available internationally.
Speaking to TelevisionPost, Goenka said, “In the coming year, we plan to further increase the reach of our existing channels through distribution and creation of localised content. On the distribution side, we are developing strategies for each market to ensure maximum reach of our content. On the content front, we are increasing our local programming for the Indian audience in select markets, which will be on an ad-funded model. We also plan to ramp up our programming initiatives for the native audience in select markets. In FY19, we will continue to further enhance our local programming initiatives in markets like USA and UK.”
Within days of entering the market in February 2018, OTT player Zee5 announced 20 original shows across a variety of Indian regional languages and genres to be launched by the end of April 2018 under Zee5 Originals.