Bengaluru, July 18, 2025:
Zee Entertainment has announced the launch of ‘Z What’s Next’, a forward-looking initiative designed to showcase the network’s transformation into a content-tech powerhouse. The initiative coincides with the unveiling of Zee’s new brand identity and the promise, “Yours Truly, Z”.
With a reach of over 854 million viewers across 208 million households, Zee aims to highlight its growing focus on culturally rooted storytelling combined with cutting-edge technological innovation. ‘Z What’s Next’ serves as a recurring industry platform to present new ideas, programming strategies, and the brand’s evolving vision in the digital age.
The company also reiterated its belief in the enduring relevance of television as a storytelling medium, even as it adapts to viewers who increasingly consume content across platforms. Zee continues to develop stories and formats that transition fluidly between TV, OTT, and digital media.
As part of the event, the network announced two new hybrid channels—Zee Power for the Kannada-speaking audience, and Zee BanglaSonar for the Bengali market. Both channels are scheduled to go on air in August 2025, with large-scale multimedia campaigns planned across respective states.
Zee Power is positioned as a bold, high-energy channel catering to younger and semi-urban audiences in Karnataka. The programming lineup includes five fiction series, a daily non-fiction show, and movie slots, including occasional world television premieres.
Commenting on the initiative, Ashish Sehgal, Chief Growth Officer, ZEEL, said, ‘India’s entertainment landscape is shifting to an omni-platform world, and at Zee, we’re shaping that change by leveraging television’s enduring trust and reach alongside the agility of digital. With new launches like Zee BanglaSonar and Zee Power, we’re backing TV to go deeper into regional markets with fresh, differentiated content – giving brands more meaningful, targeted ways to connect with Bharat’s diverse audiences.’
Siju Prabhakaran, Chief Cluster Officer – South and West, ZEEL, said the launch reflects Zee’s dual-channel strategy for Karnataka. “While Zee Kannada continues to engage family audiences, Zee Power will bring in fresh, grittier content for younger viewers seeking a more contemporary experience,” he said.
Zee BanglaSonar, meanwhile, targets Bengali-speaking viewers with a diverse slate of fiction, non-fiction, films, and new formats. Designed for a culturally grounded yet modern audience, the channel will also include content specially curated for male viewers.
Samrat Ghosh, Chief Cluster Officer – East, North & Premium Cluster, ZEEL, said the Bengali television market is ripe for innovation. “Zee BanglaSonar complements Zee Bangla and allows us to tap into new audience segments through differentiated storytelling,” he added.
Kartik Mahadev, Chief Marketing Officer, ZEEL, summed up the initiative, saying, “With ‘Z What’s Next’, we are reimagining entertainment by integrating culture, creativity, and technology. The new channels reflect Zee’s commitment to shaping the future of Indian entertainment by staying in tune with changing viewer preferences.”
Through this initiative, Zee aims to reinforce its position as a cultural mainstay while leading innovation in the Indian media and entertainment space.
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