×
You will be redirected back to your article in seconds

APOS: Zee5 Streaming Platform Seeks Overseas Audiences

India’s Zee Entertainment Enterprises is rolling out operations of its Zee5 streaming service in five new languages. The company is also upping its involvement in original content.

The moves were announced last week at the APOS conference in Indonesia by Archana Anand, chief business officer ZEE5 Global and are a further step up for the streaming platform. Zee5 was launched in India, in Feb 2018, with functionality in 12 Indian languages.

It was subsequently made available in 190 countries and territories in October, without additional languages, and catering primarily to the Indian diaspora market. Zee5 is now adding navigation and linguistic localization of selected content in Malay, Thai, Bahasa, German and Russian. More language additions are expected to follow in the coming months, including Chinese.

The service includes 100,000 hours of on-demand content and more than 60 live TV channels. They range from original series, movies and TV shows, music, live TV and health and lifestyle content.

Zee5 operates a fremium business model, with subscription tiers rising from $2-$8 per month, depending on the territory. Weekly options and so-called sachet pricing are also available, though full transactional VoD has yet to be launched.

“We did lots of consumer research before launching last year. We found that 98% would prefer a service in Hindi or other vernacular, rather than English. We Indians are increasingly comfortable with our roots,” Anand told Variety. “We added voice search, because of literacy levels.” It now claims 60 million monthly active users in India.

International rollout plans focus first on India’s South Asian neighbors, followed by South East Asia. Other parts of Asia, the Middle East and Africa will follow, complemented by language additions likely to include Tagalog, and Vietnamese.

“By the end of 2020, we aim to be the go-to destination for South Asian audiences, where there is a (total) population of 400 million outside India. We aim to be first or second in each market and will invest further in the strongest responding territories.”

Anand said that the company, which already has a massive library, will produce 72 original shows in the current year. These will be presented in six languages, and, along with acquisitions including “Simba,” mostly be available behind the paywall.

More Digital

  • hdhomerun roku app

    HDHomerun App Brings Live TV to Roku Devices

    Roku users are getting another way to watch live television with the help of their favorite streaming devices: Silicondust, maker of the HDHomerun TV tuners, has released a beta version of its HDHomerun app for Roku TVs and streaming devices. “We need to start out by saying this is very much a beta product,” the [...]

  • Vox Media

    Vox Media Staff Ratifies First Union Contract, Negotiated by Writers Guild

    Staffers at Vox Media, which includes Curbed, Eater, Polygon, Recode, SB Nation, The Verge and Vox.com, have ratified their first collective bargaining agreement with more than 90% in support. The staffers are represented by the Writers Guild of America East. Vox Media’s 350-member unit began bargaining their first contract in April 2018. The campaign to [...]

  • Joslyn Davis, Lily-Marston - Shared Media

    Clevver’s Joslyn Davis, Lily Marston Launch Their Own YouTube Media Venture (EXCLUSIVE)

    Here’s the latest chapter in the saga of Clevver, the entertainment/lifestyle YouTube network marooned by the shuttering of former parent Defy Media and subsequently snapped up by Hearst Magazines. Two of the principal creatives behind Clevver — Joslyn Davis and Lily Marston — together with Clevver Media co-founder Jorge Maldonado have launched Shared Media, their [...]

  • Money-Diaries-Refinery29

    Refinery29 to Produce Interactive Series Funded by Eko (EXCLUSIVE)

    Refinery29 has been bitten by the “Bandersnatch” bug. The millennial-female-focused digital media and entertainment company inked a pact with Eko, an interactive-video platform developer whose backers include Walmart, to produce several “choose-your-own-adventure”-style series based on Refinery29 content properties. The companies have started development on their first project: an interactive scripted adaptation of Refinery29’s popular “Money [...]

  • Dan Howell

    YouTube Star Dan Howell Comes Out as Gay: 'It Gets So Much Better'

    It’s Pride Month, and popular YouTube vlogger Dan Howell had a message for fans that he’d been working on for a year: “Basically, I’m Gay,” he shared in a video Thursday. In the 45-minute video, Howell discussed coming to terms with his sexual orientation and his thoughts on labels that people use to define themselves [...]

  • Netflix Expands Korean Content Commitment

    Netflix Expands Korean Content Commitment as Industry Deepens

    Global streaming giant, Netflix is expanding its involvement in the Korean film and TV industries by greenlighting several new shows and renewing others. “When we started three years ago, we had a high degree of confidence that Korean drama would work well in Asia, but we had no internal metrics of our own,” Korean content [...]

  • Instagram Logo

    Instagram Outage: Facebook’s Photo Sharing Service Went Down For Multiple Hours

    Instagram faced another major outage Thursday afternoon, with users from around the world reporting that they weren’t able to access Facebook’s photo sharing service via its app and website. An Instagram spokesperson told Variety around 5pm PT that the issue had been resolved: “Earlier today, a technical issue caused some people to have trouble accessing [...]

More From Our Brands

Access exclusive content