Reliance Big Synergy’s journey in fiction content got another distinction with its two daily shows ‘Kamli Ishq Di’ and ‘Heer Ranjha’ garnering the top two slots on the new channel, ZEE Punjabi. ZEE Punjabi has now made history with the BIGGEST ever GEC launch.
In the first week data released by BARC, the channel debuted with an astonishing 31% share in the GEC category in Punjab.
Speaking on the company’s fiction content strategy on OTT & TV platforms, Rajiv Bakshi, CEO, Reliance Big Synergy, said, “We are deeply committed, passionate and resourced to produce high impact and successful fiction shows for our clients across all platforms and languages. The phenomenal success of both our shows on ZEE Punjabi in the opening week, competing with Hindi GEC channels’ domination in the Punjab market, will further strengthen our resolve to develop and produce differentiated and localized content and entertain the audience across India. The record opening for the channel underlines the partnership spirit that we enjoy with the ZEE team leading to this historic landmark for the GEC category.”
Speaking on the partnership, Amit Shah, Cluster Head North, West & Premium Channels, ZEEL said, “It is very encouraging to see the overwhelming response Zee Punjabi has received in such a short span of time. Our aim has always been to entertain our audiences with content deep-rooted in the culture of the region. While we are pleased to see most of our shows resonate so deeply with the viewers, the shows by Reliance Big Synergy have garnered more affection from the Punjabi audience for the rich cultural narrative and strong characters. We will continue to build on this success and strengthen ZEE Punjabi further.”
Speaking on the successful foray in Punjab, Rahul Rao, Business Head, ZEE Punjabi said “This achievement is the result of team effort and the hard work sown in to create every element of the channel, ensuring it resonates with the audience of the region. This grand response is a testimony to our culturally-rooted content which has been created with the support of our partners. Reliance Big Synergy has brought to life the iconic love story of Heer Ranjha & the passion and patriotism of Punjab in Kamli Ishq Di which is being much loved by our audiences.”
“We have put in our heart and soul in both the shows and seeing them shine is encouraging for the entire team. This phenomenal success will further boost our fiction wing,” said Simmi Karna, VP, Reliance Big Synergy.