ZEE5 Super Family: A shot at gamification

Essel Group's on-demand streaming platform announced the launch of ZEE5 Super Family (ZSF) — a gaming experience for fiction TV show viewers.

In terms of mechanics involved, ZSF will allow viewers to take a pick of their favourite on-screen characters across TV shows and curate their own Super Family. With roles such as Saas, Bahu, Beta, Dost, etc., to fill in, the players can place bets on how the chosen characters will act out in the day’s TV episode and stand to win gratification in the form of cars, smartphones, gift vouchers and ZEE5 subscriptions, in case their predictions came true.

Hindi TV audiences across key markets including Maharashtra, Uttar Pradesh, Gujarat and the likes will be brought together on an OTT platform to face-off against each other during prime time. To promote this, ZEE5 has brought on board characters from all the ZEE TV shows to enable millions of viewers from across the country to be a part of this mega contest.

Speaking on the launch of ZSF, Taranjeet Singh, chief revenue officer and business head, ZEE5 India, says, “The gamification model has delivered some phenomenal results for us in the non-fiction space with our recent experience with Dance India Dance, Sa Re Ga Ma Pa Lil Champs (SGRMP Lil Champs) and Dadagiri. With this entry into the fiction space, we are adding a whole new value proposition for GEC lovers to connect and amplify their brand real-time. Catch-up TV in the fiction genre has been among the highest viewed content on the platform. We are certain that this feature will further elevate consumers’ content viewing experience and simultaneously, get rewarded for diligently following their favourite TV shows.”

ZEE5 Super Family feature will include detailed easy-to-understand video tutorials that will assist viewers in playing the game and excelling in it to earn higher scores. The game also allows viewers to modify their family characters to improve scores and move ahead in the game. ZEE5 will be conducting an intriguing marketing campaign involving artists to encourage viewer participation and gratify the first 50 viewers who submit their families with bonus prizes.

ZEE5 claims to have rolled out 100+ originals so far (Feb 2018 to Nov 2019) across genres. It states it has crossed over 70 million downloads since its launch on the Play Store and has recorded a peak of 8.9 million DAUs as of September 2019.