2017 in Review: Experimental streak worked out well for Zee: Deepak Rajadhyaksha

Deepak Rajadhyaksha, Deputy Business Head, Zee TV, highlights the major achievements of Zee during 2017 – the performance of its shows, introduction of a new brand identity and philosophy, how the experimental streak worked out for Zee in 2017. 

In 2017, except for Zee TV, all the other channels in the Hindi GEC space showed degrowth. Zee TV has grown phenomenally, if you look at all the fiction shows – starting from ‘Kumkum Bhagya’ and ‘Kundali Bhagya’ to the latest launch ‘Bhootu’ and ‘Jeet Gayi Toh Piya Morey’ – each and every fiction show has got very positive response from the viewers. 

Weekends have done very well too. ‘Sa Re Ga Ma Li’l Champs’ was a fantastic show and was highly appreciated by the viewers to the extent that we had to call for auditions in the middle of the season and get new talents on the show. There was huge pressure from parents across India that their kids should also get such a platform. The finale of the show also worked out very well and is the highest rated finale in the fiscal. 

During the year, we rebranded ourselves with a new brand philosophy – ‘Aaj Likhenge Kal’, which has received fantastic response from our viewers, who believe in it. The new identity and philosophy was unveiled on October 15 and from the very next day we came up with new shows keeping the new philosophy in mind. Those shows have also been well liked by the viewers. Thus, the experimental streak worked out well for Zee in 2017.