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Zee enters Philippines with a movie channel
MUMBAI: Zee Entertainment Enterprises Ltd (ZEEL) has become the first Indian company to foray into the Philippines market. Starting today, the company has launched a dedicated Bollywood movie channel for the local Filipino audience.
ZEEL has already launched two Bollywood channels in the APAC region, namely Zee Bioskop in Indonesia and Zee Nung in Thailand.
Maria Liza Ginting, who currently heads ZEEL’s Indonesia market, will also be heading the Philippines operations along with the local team in Manila.
ZEEL CEO international broadcast business Amit Goenka said, “Zee has been the cultural ambassador for Bollywood and Indian content in overseas markets. In line with our Vision 2020 goals, we have chalked out an aggressive international expansion plan, with APAC being one of the key regions. We already have five dedicated localised channels in APAC, comprising GEC and movie genres, and our entry into the Philippines will only further strengthen our presence. With the pay TV industry projected to grow at an average of 13% Y-o-Y in the next five years, we see huge potential in this market.”
Zee Sine – Bollywood Na Tayo (‘Sine’ meaning ‘cinema’ and ‘Bollywood Na Tayo’ means ‘Let’s go Bollywood’ in Tagalog) is a 24/7 Bollywood movie channel customised and packaged for the local audience. The channel features blockbuster movies from ZEEL’s Hindi film library.
ZEEL business head Asia Pacific Sushruta Samanta said, “Both India and the Philippines display strong affinity for music and dance. Our research shows that Indian Bollywood films are relatable as the stories hit close to home, reflecting similar emotions and values shown in Filipino movies. While other content from around the world has entered the Philippines already, we plan to bring a fresh and unique perspective by launching Zee Sine in the Philippines. We felt it is the right time for us to enter this market and showcase our heart-warming and larger-than-life Bollywood movies to the Filipino audience.”