Zee’s ‘Next’ ready to roll with 5 fresh shows

Zee Entertainment Enterprises Ltd (ZEEL) today announced the launch of its new Hindi GEC , “Zee Next”, mixing, admittedly, old ‘dil’ (heart) to suit a new ‘dhadkan’ (beat), as a response to the new economic and social milieu that has developed over the last few years.

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Zee Next business head and Zee operating officer Punit Goenka said: “With the evolution of TV viewing audiences, this channel offers a very refreshing and blooming entertainment aimed at bridging the generation gap.”

Speaking earlier to Indiantelevision.com, Goenka had said that Zee Next would be like a mainline GEC, but the core audience focus would be towards the 15-25 year-olds.

“While Zee TV concentrates on stories inside the home, the new channel will narrate stories from outside. The channel will address more contemporary issues especially in its portrayal of women. Although its main target will be the youth demographic, it will not alienate the housewife,” Goenka had said.

Zee asserts that it has turned over from a 14 %  market share to 29 per cent, and stresses that it thought fit to add another channel to its bouquet to suit the latest trends in middle class Indian viewership.

As an example, the jamboree presented glimpses into the five new serials – Jhoomey jiya re, Ek thi Rajkumari, Hum Yahan Ke Sikandar, Simply Sapney and Pyaar Mohabbat, which showed much the same theme contemporised to suit latest Indian sensibilities.

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The new channel’s FPC shows that wrapped around the five driver shows are repeat programmes and carry forwards of the film telecasts for which Zee has rights.

As already reported on TvToday the new channel launches 17 December.

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