ZEEL’s Punjabi GEC to debut on 13 Jan with nine original shows
MUMBAI: Media conglomerate ZEEL’s Punjabi entertainment channel Zee Punjabi is scheduled to go on air on the auspicious day of Lohri dated 13th January 2020. With its unique brand promise, ‘Jazba Kar Vakhon Da’ – the spirit to make the Vadde Sapne come true, Zee Punjabi’s full range of robust content endeavours to be the jazbaa that pole-vaults people to their extraordinary dreams.
The channel will have five fiction shows, four non-fiction shows, movies, music and more. The channel will also have a local version of music reality show Sa Re Ga Ma Pa to be mentored by Gurdas Mann.
Zee Punjabi will be available across all major cable, DTH, Free Dish, and digital platforms starting 13th January 2020. The channel will also be available on ZEEL’s digital and mobile entertainment platform, ZEE5.
Commenting on the much-awaited launch of its first GEC in the region, ZEEL Cluster Head – North, West and Premium Channels Amit Shah said Punjab has a significantly low time spent despite the highest TV penetration (88%) in the country. That, he said, is a factor of not having dedicated Punjabi content that does justice to the region and the culture.
“Zee Punjabi is being launched by understanding the viewer’s need gap; for a culture that is so powerful, Punjab definitely needs its own authentic Punjabi channel. Intensive consumer work in the market has helped us understand the potential and craft the strategy for our content and brand. We are certain the audiences will resonate with the stories and fall in love with the characters,” he noted.
Speaking of the launch, Zee Punjabi Business Head Rahul Rao said, “We look forward to bring shows that are inspired from the region and its culture. Punjabis have a jazba and junoon which is very unique to them and our content is a reflection of that spirit. We have a strong line up of stories with themes familiar to Punjab, characters that people will fall in love with and faces like Gurdas Mann, Jazzy B, Jaidev Kumar, Sonu Kakkar and Sara Gurpal who are respected here! With over 20 hours of original content every week and a strong line up of World TV Premieres every month, we are certain of being wholeheartedly accepted by the Punjabi audiences.”
Along with the stories and characters inspired from the land, the philosophy of ‘Jazbaa Kar Vakhon Da’ is also brought alive with the visual identity. The logo is a reflection of inner radiance and colours from the sunrise palette signifying the hope, the diler Jigraa and optimism of Punjab. The colour of fuschia magenta is an ode to their welcoming and warm nature and the gold captures their chakachaund zindagi and the junoon to take on the world.
The patterns of the timeless Phulkari rendered with a modern twist siginifies their strength that comes from their roots and the Bhaichaara within the community. This is juxtaposed with cascading spirals to connote their journey to their Vadde Sapne.