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Zee forays into original digital content

MUMBAI: Zee Entertainment forays into creation of original digital content. The company has got its digital ecosystem Zee Digital Convergence (ZDC) and its content studio Essel Vision Productions Ltd to design and introduce an instrumental musical show, ‘Life Is Music’.

The show will launch on 15 June. The seven-week series will be exclusively available on the digital platform lifeismusic.in and on the OTT platform DittoTV.

This is Zee’s first announcement in the space of online content creation.

Zee Digital Convergence CEO Debashish Ghosh said, “Life Is Music is a clutter-breaking original concept with a goal to inspire passion, unleash creativity and realize dreams in a digital era of free downloads. We are confident that the series will soon become a favourite destination for all music lovers, especially when you want to experience quality music never heard before. This exclusive series aims to engage, educate and entertain the youth about the variety and possibilities that exist with instrumental music. It will reach out to around 50 million viewers, making it a truly global multi-screen phenomenon. The platform also seeks to encourage aspiring musicians to showcase their talent to global audiences – and demonstrate their skill and creativity transparently to global music talent scouts.”

Essel Vision business head Akash Chawla said, “Zee has always set new benchmarks with innovative content across platforms and as its content studio, Essel Vision has emerged as a full-fledged state of the art studio with a strong foothold in Television and Feature Films (regional and Hindi). And, with today’s evolving online world, producing ‘Life Is Music’ series is in sync with our aim to design content that empowers talent to achieve their creative visions across all mediums.”

The multi-platform instrumental reality series will be available for audiences all over the globe. ‘Life Is Music’ will feature regular upload of unplugged original music compositions every Monday and Friday for a duration of seven weeks. The show has three renowned maestros on its panel Louiz Banks (Indian Jazz singer), Taufiq Qureshi (percussionist) and Purbayan Chaterjee (young Sitar player) mentoring budding professional musicians.

Each maestro will form a band of four musicians. Each of them will specialise in different instruments like percussions, rhythm guitars, bass guitar, sitar, sarod, flute and more. The maestros will mentor them for a period of three weeks. The performance of each mentor’s band will be judged by the other two mentors and based on their scores, the winning band will get an opportunity to perform with the maestros in an Unplugged Concert.

To further hone the participant’s talent, there will be special master classes separately with musicians Ranjit Barot, Eshaan Noorani and Sangeeta Shankar.

‘Life Is Music’ will be promoted across all the major websites of the ZEEL network.

Original content (both long and short) has emerged as a new form of storytelling as the millennial continue to alter their entertainment consumption habits, ZEEL said.