The regional content will continue to be the pillar and the growth conductor of the OTT platform of Sea Enterprises Zee5, Chordination to the Raghavendra Hunsur content director, who took over January of this year. In a conversation with Business line He said that almost half of the premium consumption originated in southern India. When stating that the company planned to focus on regional biopics and originals, there was talk about investing in high quality content in formats and improving user experiences, especially connected devices.
The spectators tend to go to OTTT specific for specific content. How does Zee5 plan to compete in this regard?
While other OTT platforms may have forged their niches, we ate Zee5 believes in providing a holistic experience to our spectators. What distinguishes us is our strength with deep loot in regional content, and 46 percent of our 4k total [Ultra High Definition] Content consumption comes only from southern India.
What is your audience outside the metropolitan regions?
The ZEE5 audience has seen a remarkable change in the last two years, with a significantly part of our audience from the cities of level II and level III.
What is your content division by 2025?
We are expanding to genres as regional biopics and originals with titles such as Expensivea convincing biographical film starring Nawazuddin Siddiqui; Log out, Starring Babil Khan; and our new original kannada, Ayyana Mane. With Zee5 crossing 105 billion minutes of surveillance, the drama remains the most consumed genre on our platform, registering 40.2 billion minutes of clock, the highest in all genres. This is followed by romance, thriller and action categories.
How is your regional content performance?
The regional content continues to be the most powerful growth engines of one or it. Our original titles as Manorathang (Malayalam), Aindham Vedham (Tamil), and Sankranthiki Vasthunam (Telugu) have seen a strong traction, while Bangla’s titles like Kaantaye Kaantaye and Abar Proloy They have also performed a notable well, expanding our footprint in the east. In the same way, Marathi content that includes titles such as VIJETA and Zombivli Attract a constant audience. Zee5 has seen a mass increase of 210 percent in 4K content purchases throughout India, with Bengaluru, Hyderabad and Mumbai leading the load.
How has Zee5 served in the last 5 years? Do you have annual growth? How have subscriptions increased?
Zee5 now occupies third place in the country in terms of paying Svod subscribers. Our hybrid model allows us to get involved with several audience segments while driving the value and scale. We are the world’s largest entertainment platform for the content of southern Asia and a leading player in India. We have around 580 million spectators worldwide, and the content was transmitted in more than 190 countries. In Hindi, original as Lady.” Shipment” Gyaarah Gyaarah” Mithya S2and Bandaa They have generated a strong commitment, along theatrical titles as Gadar 2 and Kisi Ka Bhai Kisi Ki Jaan.
Are you planning to experiment with sports or live broadcast?
We plan to expand our live broadcast portfolio integrating more regional and interest -based live events that resonate with several audiences. We focus on offering accessible and high quality content while taking advantage of data knowledge to cure personalized and relevant experiences. Live broadcast has significantly enriched video based on advertising: AVOD. We have transmitted the Celebrations of Ganpati Aarti Duration Ganesh Chaturthi and Jallikattu Pongal duration of the transmission of long night’s events of the long night of the whole night to sports tournaments such as the DP World ILT20 and the Calcuta football league.
What child or advertisers gravitate to the PLATFORM SEA5?
ZEE5 attracts large -scale consumer goods brands to new digital companies. FMCG, BFSI, Automotive, Tech and Retaorist brands take advantage5 for specific high -impact campaigns. With the growing penetration of connected televisions and a strong increase in the AVOD audience, ZEE5 is a preferred platform for brands.
Are you planning to recover old content from TV, etc., for reasons of nostalgia?
In 2023, iconic programs such as Pavitra Rishta” Hum paasch” Kasam se” Hai qubool” ASTITVA – EK Prem KahaniAnd the historical drama Jodha Akbar Registered accumulated surveillance time or about 170 million minutes in Zee5. These titles not only comply with nostalgia, but continue to function exceptionally well in the subway and regional markets.
Are you planning to acquire any new content in English or other regional languages?
A large part of the SEA5 content audience comes from the non -Hindi language, indicating the demand for entrenched narrations and regional high quality narratives. We are strengthening our English catalog, especially for vision payment, with acquisitions such as Oppenheimer” Equalizer 3 and Fast xthat have seen a strong traction between our audience that seeks high cinematographic experiences.
What are its objectives for 2025?
Our goal is to amplify our regional board, invest in high quality content in all formats and improve user experiences, especially in connected devices.
