ZEEL’s New Premium Mass Hindi Entertainment Channel `Zindagi’ Airs Hand-picked Stories by Acclaimed Writers

Nashik, June 24, 2014: The launch of Zindagi reinforces the vision of Zee Entertainment Enterprises Ltd’s (ZEEL) corporate philosophy `VasudhaivaKutumbakam — The world is my family’ and aims to unite people in India and across the world with shows produced overseas. Zindagi kicks off with the collection of the best shows picked up from across the border that embrace universal emotions. Zindagi has launched with top rated Pakistani shows like Zindagi Gulzar Hai, Aunn Zara, Kaash Main Teri Beti Na Hoti and Kitni Girhain BaakiHain. It is a first ever National launch for a Hindi language channel. After its much awaited launch on June 23, 2014, Ms. Priyanka Datta, Business Head, Zindagi and Mr. Akash Chawla, Marketing Head – National Channels, ZEEL were present in Nashik to talk about the new channel.

Targeted at the family viewing with today’s Indian sensibilities of wanting to balance household responsibilities and at the same time, creating one’s own identity, Zindagi will infuse fresh storytelling to the Indian Television industry. The channel proposition UodeyDilonKo’ is based on the fact that even if people across the globe are culturally different, the stories of their lives are universal. Zindagi will showcase Real, Friendly, Vibrant and Premium stories of those from across the world that share similar cultural backgrounds, morals and values that are also intrinsic to India. It will bring in a brand new entertainment experience for audiences in India as well as across the world with its selective programming content such as fiction shows with mass relevance in India and stories that mainly dwell in Romance, Love and Family drama. With the launch of another Hindi GEC –Zindagi, ZEEL is further strengthening its position in the Indian Entertainment domain.

Talking about Zindagi, Mr. Bharat Kumar Ranga, Chief Content and Creative Officer, Zee Entertainment Enterprises Limited (ZEEL) said, “The launch of Zindagi is significant in many ways. It is a step forward to further expand the ZEEL Network in India. This channel is a first in its category of GECs and another first that Zee is trying to bring to its viewers. It offers alternative fiction content suitable for Indian sensibilities and produced by content creators from around the world. We believe that culture and talent should not be bound by any barriers.”

“The share of GEC category has increased from 34 percent in 2008 to 4o percent in 2013. Last year, when we launched Zee Anmol in the PTA space, it expanded the PTA share within Hindi GEC’s from 6 percent to 8 percent, with other networks following its success. Extensive research conducted across cities in India for Zindagi has revealed that audiences are ready for alternative content, as has already been demonstrated in film viewing, and we aim to bring this fresh alternative to our viewers on television.”

Directed by Sultana Siddiqui, Zindagi Gulzar Hai at 8:oo pm is a love story revolving around the lives of two very strong personalities who come from extreme opposite family backgrounds, lead characters Kashaf Murtazaand Zaroon Junaid are essayed by popular Pakistani actors Sanam Saeed and Fawad Khan. Written by one of the best Urdu novelist of modern times, Faiza Iftikhar, Aunn Zara at 8:55 pm is a refreshing love story in search for an answer to the question of what happens when an over pampered boy and a rough & tough girl enter an accidental wedlock. Popular Pakistani actor-director and writer Osman Butt plays the role of Aunn and renowned Pakistani model, VJ and actress Maya Ali plays Zara in the show. Kaash Main Teri Beti Na Hoti at 9:45 pm atxxis a tale of a girl who epitomizes the word Khushi, and is oblivious to struggles of life becomes the victim of a treachery by none other than her own mother. As the events unfold, each revelation of this treachery makes her cry out `Kaash Main Teri Beti Na Hoti’. Kitni Girhain Baaki Hai at io:i5 pm is an episodic series throwing light on various issues relevant to women in our society. Inspired by real life events, each episode brings out the unseen facets of the lives and myriad emotions of women across ages and classes.

The new channel will engage and interact with its audience through diverse shows written by award-winning novelists, literary stalwarts and many of these shows are adapted from famous novels and books. Zindagi will be available 24 hours on both Analog and Digital (DTH and digital cable) platforms in India.

Tune into `Zindagi Gulzar Hai’ at 8:00 pm, Viunn Zara’ at 8:55 pm, `Kaash Main Teri Beti Na Hoti’ at 9:45 pm and `Kitni GirhainBaakiHain’ at 10:15 pm, Monday to Sunday only on Zindagi!!!

About Zee Entertainment Enterprises Limited

Zee Entertainment Enterprises Limited is one of India’s leading television media and entertainment companies. It is amongst the largest producers and aggregators of Hindi programming in the world, with an extensive library housing over 120,000 hours of television content. With rights to more than 3,500 movie titles from foremost studios and of iconic film stars, ZEE houses the world’s largest Hindi film library. Through its strong presence worldwide, ZEE entertains over boo million viewers across 169 countries. ZEE has been selected Business Super brands 2010-11, Industry Validated.

Pioneer of television entertainment industry in India, ZEE’s well-known brands include Zee TV, Zee Cinema, Zee Premier, Zee Action, Zee Classic, &Pictures, Zee Anmol, Zee Smile, 9X, Ten Sports, Ten Cricket, Ten Action, Ten Golf, Zee Cafe, Zee Studio, Zee Jagran, Zee Salaam, Zing, ETC Music, Zee KhanaKhazana and Zee Q. The company also has a strong offering in the regional language domain with channels such as Zee Marathi, Zee Talkies, Zee Bangla, Zee Bangla Cinema, Zee Telugu, Zee Kannada and Zee Tamizh. The company’s recently launched HD offerings include Zee TV HD, Zee Cinema HD, Zee Studio HD and Ten HD.

ZEE and its affiliate companies have leading presence across the media value chain including television broadcasting, cable distribution, direct-to-home satellite services, digital media and print media amongst others. More information about ZEE and its businesses is available on Www.zeetelevision.com

About Zindagi

Zindagi is the latest channel to be launched by Zee Entertainment Enterprises Limited (ZEEL), one of India’s leading television, media and entertainment companies. ZEEL is amongst the largest producers and aggregators of Hindi programming in the world, with an extensive library housing over 1.2 lakh + hours of television content and with rights to more than 3,500 movie titles from foremost studios and of iconic film star. Through its strong presence worldwide, ZEEL entertains over 700+ million viewers across 170 countries. Zindagi is a reflection of ZEEL’s corporate philosophy of `Vasudhaiva Kutumbakam’ meaning “The World Is My Family’. The channel will bring international content to India with an underlying theme that people may be culturally different, celebrating different festivals, living across borders, however, the stories of our lives which are universal bind us together and bring us closer: `Zindagi….Jodey DilonKo’. Zindagi aims to showcase Real, Friendly, Vibrant and Premium stories and will engage and interact with its audience through diverse shows written by award-winning novelists, literary stalwarts and many of these shows are adapted from famous novels and books. Zindagi will be available 24 hours on both Analogue and Digital (DTH and digital cable) platforms in India.