Zee launches 'Zindagi' channel with Pakistani content

Zee Entertainment Enterprises Ltd (ZEEL) today launched premium channel 'Zindagi' with content primarily from Pakistan.

The group will spend up to Rs 100 crore on marketing of the channel, which will later also include global content from places like Latin America, Egypt and Turkey.

"We are creating a new category with the launch of this premium channel.

 We plan to invest Rs 80-100 crore on marketing in the first 12 months," ZEE Chief Creative & Content Officer (CCCO) Bharat Ranga told PTI.

The channel will go on air from June 23 and later on will have content from Latin America, Egypt and Turkey, Zee Content Head-Special Projects Shailja Kejriwal said.

In the first few weeks of launch, the channel will run 6-7 shows.

"These shows are hand-picked stories with Pakistani artists, writers and directors. Content on the channel will be a mix of original and acquired shows," Kejriwal added.

The channel will have a dual revenue model -- subscription and advertising.

Zindagi will be a 24-hour channel and will be available only in India on both Analog and Digital (DTH and digital cable) platforms.

In August last year, the group had launched a premium movie channel &picture and a free-to-air Zee Anmol.