Media firm Zee Entertainment Enterprises Ltd (ZEEL) today launched a new Hindi general entertainment channel 'Zindagi'.
Targeting family viewing, Zindagi would showcase stories produced overseas and aims to unite people in India and across the world, the Essel group firm said in a statement.
The company is also expecting a good viewership from the Southern India for Zindagi, it added.
Commenting on the development ZEEL MD and CEO Punit Goenka said: "This channel is a first in its category of GECs and another first that Zee is trying to bring to its viewers. It will offer alternative fiction content suitable for Indian sensibilities and produced by content creators from around the world".
According to him research conducted across cities in India for Zindagi has revealed that audiences are ready for alternative content and it has already been demonstrated in film viewing.
"We aim to bring this fresh alternative to our viewers on television," Goenka said.
Zindagi will 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.
It will be available on all platform including analog and DTH.
