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Bollywood to partner local movie industries in Africa


By: Fred Yaw Sarpong-Daily Express
Mauritius
Courtesy MultiChoice Ghana

The Bollywood, Indian movie industry is taken a giant step to partner Africa local movie industry to produce attractive content that will be of beneficial to Africans.

The move is to make sure that African movie industry understands and tap into the experience of Bollywood movie industry.

Ratna Siriah, the Business Head CAT2 of Zee World Africa and India Ocean Island announced this at the ongoing MultiChoice African Content extravaganza in Mauritius.

She stated that in order for Zee World, a new Indian channel on DStv and GOtv to be more effective and sustain for many Africans, there is the need to partner the local movie industry to achieve this objective.

She stated that at Zee World they have philosophy for bringing Bollywood to the African continent. “We have research and know the exactly programmes that needed to be shown for the Africans,” she added.

Siriah said all content on the channel has undergone extensive research and customization including editing and dubbing. The content research is a continuous process for all upcomiong shows in future on Zee World.

“We make sure that Africans will understands what Bollywood is showing especially on the Zee World channel, so we decided to telecast most of the programmes in English language,” said Siriah.

In order for Africans viewers to get interested in Bollywood movies, Zee World have repackage most of the Indian movies by changing character names and movie titles in most of their Zee World movies and series.

With 36 channels and over 960 million viewers across the globe, Zee World team is planning to develop content to cater for African in the francophone sectors.

“We actually do not want to continue buying content. So what we are going to do is to produce of our movies and series in-house and most of our production will be in Africa. This is going to be in region by region,” she noted.

“Zee World is the first offering from Zee mainstream viewers in Africa. We will be launching another channel for our French audiences in Francophone Africa before end of this year with more channels scheduled for launch next year,” according to Mr. Hariah Goyal, the Chief Executive Officer (CEO) of Zee TV Africa’s.

Zee World has award winning shows like Saloni, Laali, the Promise and Destiny with a wide collection of star studded Blockbuster Bollywood movies. The channel also has other genres such as food, reality show and will be adding health shows and other world news series soon.


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