22 Nov 2017
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Zindagi to target younger viewers with new content

MUMBAI: After completing more than a year now, Hindi entertainment channel Zindagi is planning to scale up. While original fiction production is underway, it is also adding movies to the programming mix along with content from countries other than Pakistan.

While targeting women aged between 15 and 50 years, the channel has now realised that the Pakistani content has been resonating well with the middle-aged audiences.

In a bid to target younger viewers in the age group of 15–30, it has now acquired a youthful Turkish drama titled ‘Feriha’.

Zindagi and FTA cluster business head Priyanka Datta said, “The TG that we have been looking at since the start is female 15–50. All the content that we have procured is keeping that in mind. The Pakistani content resonated well with the 30 and above audiences. But this show should attract the under-30 audience as well. Any show we produce will be done keeping this in mind.”

A college-centric love story, ‘Feriha’ will be the first Turkish drama to air on the channel. This will also be the first dubbed show on Zindagi.

Launching on 15 September, the show will air at 7 pm, with a repeat at 11 pm.

“The introduction of Turkish content is a natural progression for us and we will keep getting content from other parts of the world. We chose ‘Feriha’ as the debut for Turkish content in India as the show captures the subtle nuances of the traditions and culture that is unique to our continent. The story is that of a young girl torn between her family’s hopes for her, her own dreams and her aspirations to fit into the upper echelon of society,” Datta added.

Going ahead, the channel will stick to its strategy of finite shows and will continue to be a fiction-driven channel with a Monday–Saturday routine. On Sundays, the channel will feature telefilms and non-fiction shows like ‘Shukriya’.

With Pakistani and Turkish content already in its kitty, Zindagi has also identified Latin America as a potential market. Being very short in their format, most of these acquired shows will have multiple airings in future.

“We already have fiction shows under production, which will be the next leg. With the original shows, one won’t see the glossy attires and make-up like those on other GECs. We will maintain the look and feel of the shows already on the channel. Moreover, the shows will have more outdoor locations and there will be fresh faces as leads for all the shows,” Datta mentioned.

Although the channel is targeting the primetime band for its original shows, it is also gradually building up its afternoon band where it had launched shows procured from the US.

Besides fiction shows, the channel is also bringing in Bollywood movies as part of its programming strategy. It aired its first film, the Shahid Kapoor starrer ‘Haider’, earlier in August this year.

“We will keep showing movies going ahead as long as they go with the grain of the channel. We will also keep doing more telefilms. We have also done non-fiction with ‘Shukriya’. We don’t have a block against anything. The channel will keep offering different genres and styles of programming,” she stated.

According to Datta, Zindagi has been witnessing positive response from viewers and advertisers. “When we launched we had 11–12 clients. Within a month we went to 24–25 and ended the year with 140–150 clients,” she summed up.