ZEE5 launches India's first and only gaming experience for fiction TV
ZEE5, India’s largest ConTech Brand, today announced the launch of ZEE5 Super Family (ZSF), a brand-new innovation which promises to become a case study on how gamification can be redefined and executed at scale. A first of its kind gaming experience for fiction TV show viewers, it aims to bring GEC audience to their favourite ZEE TV characters in an exciting format.
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 gratifications such as car, smartphones, gift vouchers and ZEE5 subscriptions in case their predictions come true.
It is for the first time ever that the Hindi TV speaking audience across key markets including Maharashtra, Uttar Pradesh, Gujarat and so on will be brought together on an OTT platform to face-off against each other – that too during prime time. To make this even bigger, 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 said, “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 a detailed easy-to-understand video tutorials that will assist viewers in playing the game and excelling 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 viewers participation and gratify first 50 viewers who submit their families with bonus prizes.
ZEE5 has rolled out 100+ originals so far (Feb 2018 to Nov 2019) across genres, and the platform is committed to launching several more in the coming months. It has crossed 70 million+ downloads since launch on the Play store and has recorded a peak 8.9 million DAUs as of September 2019.