after it was first launched in India, Zee Entertainment Enterprises Ltd (ZEEL) has finally launched a second GEC (general entertainment channel). Thus, it now joins other channel groups such as STAR and Sony, which already have a second GEC. ZEEL has announced the launch of its second Hindi GEC, Zee Next, with five new shows. The channel will go on air from December 17.
At the launch party in Delhi, a Zee executive explained why the group felt the need to roll out a second GEC. According to the Zee spokesperson, the evolving audiences prompted them to look at a completely new space. The executive denies that Zee Next is a youth channel; he says the target group is the family, with women forming the primary target.
Zee Next promises to give the 'next' treatment to the traditional stories that Zee TV has telecast so far. The new channel will host genres such as comedy, thrillers, reality, fiction and action.
Punit Goenka, business head, Zee Next, and network operating officer, ZEEL, says, "The audiences keep evolving, and as such, the channel needs to change as well. Naturally, the audience choice has to be expanded. Zee Next will offer refreshing and blooming entertainment, and we aim to bridge the gap between generations. Retaining the traditional heritage and philosophy of the Zee Network, our new offering will keep pace with the changing times and appeal to the sensibilities of the entire Indian family."
Tarun Mehra, marketing head, Zee Network, says, "Zee Next is basically a younger sister of Zee TV. The content will be the same; only the treatment will be different." Mehra adds that the new channel will be promoted across the country through all existing media.
The five new shows on Zee Next are Jhoome Jiiya Re produced by DJ's A Creative Unit, Ek Thi Rajkumari produced by BAG Films, Yahaan Ke Hum Sikander produced by Cinevistaas Ltd, Simplly Sapney produced by Adai Mehra Productions, and Pyaar Ishq Mohabbat produced by Face Entertainment.