Skip to main content

Zee World expands African footprint with customized content and local productions

Having brought all the glamour of Bollywood to Africa on Zee World, CEO Zee TV Africa Harish Goyal is looking to the continent to help take the company’s global viewership to the 1 billion mark by 2020.

Speaking at the MultiChoice Africa Content Showcase, alongside Business Head Ratna Siriah and Marketing Manager Linda Oliphant, Goyal said he was proud to see that Zee Worldhas become synonymous with Bollywood in Africa,thanks to the channel’s loyalviewership.

Zee World is a completely customized channel experience for mainstream audiences in Africa and is available exclusively on DStv (Channel 166) and GOtv (Channel 25).
“We started Zee World to bring Bollywood to mainstream audiences in a language everyone could understand,” said Business Head Ratna Siriah.
“The channel has been so successful because we’ve done a lot of research into Africa, to understand how people connect with Bollywood, and we’ve customised the channel and content, accordingly.” The levels of customisation on the channel are astonishing, with Siriah explaining that the team even researches the availability of traditional Indian ingredients for the channel’s trio of cooking shows in local markets, makes tweaks to the recipes and even sources substitute ingredients. “We also customise our movies and
series – a Bollywood movie is normally three hours long, so we’ve cut out a number of song and dance routines to make them more easily-consumable for the busy African market,” she said. “That said, we also get complaints about the songs we’ve cut out – people really want to see them – so we use these musical moments as fillers on the channel so nobody misses out on the full Bollywood experience.”

Feedback is important to the Zee World team, and they pay very close attention to social media. “Our fans are very active on our Facebook page, and we listen to what they have to say and take comments on board when making programming decisions,” said Siriah.

On the channel’s growth plans, Goyal said that the mainstream acceptance of
Zee World has encouraged the channel to make the move into other languages on the continent. “The next channel we are putting together will be in French, and it should be available before the end of this year,” he said.
“Next year, we have two more projects, in two other languages. Then we will be getting into content production, producing content locally in Africa and putting together programming that is even more relevant to the African market.” Siriah expanded: “We are also looking at bringing Zee TV original formats like Dance India, Dance to the continent and producing a local version. We will use local production partners and local talent and depending on how relevant the content is to our markets in the other 168 countries where we broadcast, we could consider showcasing that content elsewhere in the world.”

The MultiChoice Africa Content Showcase is a dynamic 5-day content extravaganza, which sees a host of DStv’s biggest channels, including Sony, SuperSport, Zee World, A+E, Disney, MTV Base, BET, Comedy Central, BBC and M-Net previewing their latest and greatest content, soon to be seen across the video entertainment services provider’s platforms. 


Popular posts from this blog

Deputy AG sues Facebooker over 'malicious' Ameri deal

The Deputy Attorney-General and Member of Parliament for Bolgatanga East, Mr Dominic Ayine has filed a defamation suit at an Accra High Court against a Facebook commentator, Evron Hughes.
In Mr Ayine’s statement of claim, sighted by Graphic Online, he accused Mr Hughes of defaming him in a post he authored and published on Facebook on December 21, 2015, titled “RE: AMERI TRANSACTION”.
According to the Deputy A-G, the “false and malicious” post has provoked “public disaffection” against him and exposed him to public ridicule and contempt.
Describing Mr Hughes as a “self-styled social media blogger and a social commentator”, Mr Ayine said the Facebook post had brought his hard-won reputation “as a respected politician, teacher and lawyer” into “hatred, ridicule, odium, discredit, contempt, opprobrium and reproach”.
The Deputy A-G said the “defamatory words” were authored with the sole intent to reduce him in the estimation of all right thinking Ghanaians, adding that he had received numerou…

Meet Ghanaian female shoemaker

The Saint Ozwald shoe brand

By: Fred Yaw SARPONG
The Daily Express

From her humble beginning in Sunyani in the Brong Ahafo region, a senior high female graduate from the Twene Amanfo Senior high in the Brong Ahafo Sunyani and a Ghanaian now boasts of being one of the most popular Made-in-Ghana shoe brands and has the most number of celebrity endorsements.
Sandra Ozwald, CEO of Saint Ozwald

After Sandrah Ozwald completed school in 2013, her parent couldn't have enough money to help her continue school so she planned to do something for herself by selling ice cream, groundnut cakes or food. Back at the senior high, Sandra used to make groundnut cakes, condensed toffees and ice cream to support herself since her mother couldn't provide all for her.

With 12 siblings and the only girl child (2nd born) among them, and whiles planning which of these to sell, Sandra attended a friend’s wedding and the grooms shoe looked so attractive to her.

According to her, the groom’s shoes were Ma…