ZEE Network is launching a new Hindi general entertainment channel, Zindagi in India on Monday 23rd June.
Zindagi will have fiction shows – mainly those that dwell on romance, love and family drama – produced overseas and targeted at family audiences.
“This channel is a first in its category of GECs. It will offer alternative fiction content suitable for Indian sensibilities and produced by content creators from around the world. We believe that culture and talent should not be bound by any barriers,” said Punit Goenka, managing director and CEO, ZEEL.
The channel`s proposition `Jodey Dilon Ko` (binds hearts) is based on the fact that even if people across the globe are culturally different, the stories of their lives are universal.
It aims to showcase real, friendly, vibrant and premium stories of those from across the world that share similar cultural backgrounds, morals and values also intrinsic to India.
“Extensive research conducted across cities in India for Zindagi has revealed that audiences are ready for alternative content, as has already been demonstrated in film viewing, and we aim to bring this fresh alternative to our viewers on television,” added Goenka.
There is speculation that Zindagi will launch in the UK but the broadcaster is yet to confirm.