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Zee enters US Hispanic market with Zee Mundo; plans expansion to other LATAM markets
MUMBAI: Media conglomerate Zee Entertainment Enterprises Ltd (ZEEL) has become the first-ever Indian company to enter the Hispanic market in the US with the launch of its Spanish-language Bollywood movie channel Zee Mundo.
After capturing the US Spanish market, ZEEL will expand over the next few months into other LATAM markets including Mexico, Argentina, Colombia, Peru and Chile.
Zee Mundo – ¡Te encanta! (‘Mundo’ means ‘World’ and ‘¡Te Encanta!’ means ‘You’ll Love It’ in Spanish) is an HD movie channel presenting the best of modern Bollywood cinema, dubbed in Spanish.
According to ZEEL CEO international broadcast business Amit Goenka, the Spanish-speaking market has cultural similarities to India. He believes Bollywood content will appeal to Hispanic audiences who watch Spanish-language soap operas.
“We are confident that Zee Mundo’s programming will cross frontiers with storylines and themes that are relatable to the Hispanic audiences. With Zee Mundo, we have an exclusive Hollywood-quality product that is designed to attract and captivate pay TV subscribers through the best of Bollywood productions,” Goenka said.
There are 56 million Hispanics in America. Nielsen projects the Hispanics to wield $1.7 trillion in buying power by 2019.
Sharing further details on the channel, ZEEL president of strategy, international business Rajeev Kheror said, “With top-rated, worldwide blockbuster masterpieces, our goal is to make Zee Mundo an entertainment destination like nothing the Hispanic market has ever witnessed or imagined before. Zee Mundo will bring ZEE’s entire library of HD movie titles to Latino audiences across the US, meticulously dubbed in Spanish, crossing five genres (action, romance, suspense, drama and comedy) and featuring some of the world’s biggest movie stars including Priyanka Chopra, Shah Rukh Khan, Anil Kapoor and Irrfan Khan.”
Speaking on the plans for the region, ZEEL business head, US Hispanic, Latin America, Javier Lopez Casella said, “Showcasing a sensational foreign film genre that is feverishly adored by more than a billion fans, Zee Mundo will premiere global blockbusters and feature the biggest worldwide stars the Americas have yet to fully discover. After successfully capturing the US Spanish market, we will be expanding over the next few months into other LATAM markets including Mexico, Argentina, Colombia, Peru and Chile. Zee Mundo is available on DISH Latino, the first of several planned distribution deals in the US Hispanic market, which will eventually take the channel to other LATAM countries as well.”
Zee Mundo’s head office is located in Miami, Florida.