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ZEEL to shut down ETC Punjabi and launch Zindagi
MUMBAI: Zee Entertainment Enterprises Ltd (ZEEL) has decided to pull the plug on its Punjabi entertainment channel ETC Punjabi. The last day for the channel is 30 April.
The move comes in the wake of sister company Zee Media Corp’s decision to adopt terrestrial entertainment network (TEN) model for its news channel Zee Punjab Haryana Himachal Pradesh.
A source said ZEEL will launch Zindagi, a Hindi entertainment channel with acquired content mostly from Pakistan, in its place. The company is awaiting clearance from the government to launch Zindagi. Since the licence was to run ETC Punjabi, a name change will require regulatory approvals.
“We expect to launch Zindagi within 40 days. But this will depend on the approvals,” the source added.
TelevisionPost.com was the first to report ZEEL’s plan to launch two new GECs, including Zindagi.
After losing rights to telecast Gurbani to PTC Punjabi, it was becoming financially hard for Zee ETC Punjabi. Zee ETC Punjabi offers a mix of comedy, music, movies and lifestyle content.
The relevance of the channel was further lost after ZEEL’s sister company Zee Media adopted the terrestrial entertainment network (TEN) model for its news channel Zee Punjab Haryana Himachal Pradesh.
“The management sees no reason in competing with each other in a small market like Punjab. So while Zee Punjab Haryana Himachal Pradesh will take the TEN route and offer news plus entertainment content, Zee ETC Punjabi will cease to exist after 30 April,” another source in the company said.
The team of ETC Punjabi will be absorbed within the company.
Earlier this year, as reported first in TelevisionPost.com, ZEEL had shut down its music and lifestyle channel Zee Trendz.