Partnership with TVF will help us with customer acquisition & retention: Nimisha Pandey, ZEE5

In a bid to bring a more robust content library, ZEE5 and TVF partnership will include the launch of originals and subsequent new seasons of TVF shows on its SVOD platform. We speak with Nimisha Pandey to understand the nitty gritty of the partnership.

ZEE5 partnered with TVF to bolster its content library with relatable and more entertainment-inclusive stories. In line with the development, some of the popular TVF franchises will see subsequent seasons along with the OTT versions of some of the TV shows on ZEE5.

Here's all you need to know about the partnership.

ZEE5 X TVF - The Content Angle

ZEE5 intends to bring a more diverse content slate and offerings as they join hands with TVF. Nimisha Pandey, Head, Hindi Originals, ZEE5, says, “The DNA of TVF storytelling is something that we wanted to add in our bouquet of platform offerings. This is a deep partnership and not a cosmetic one which will include content that is exclusive and relatable.”

We also want to narrate extraordinary stories of ordinary people as relatable and inspiring stories, she shares. Therefore, the association is very much in sync with ZEE5’s content strategy and plan, as they move forward in 2021.

Further, the platform wants to engage new consumers and acquire newer viewers with a diverse bouquet of content offerings, through this collaboration.

“Retention and acquisition of customers, both, form relevant pillars of the business. These factors cannot survive in isolation. We are thrilled that the recent partnership will help us to achieve both the objectives”, explained Pandey.

As some of the TVF shows find a home on ZEE5, together, they will bring new seasons of series of shows such as ‘Pitchers S2’ and ‘Tripling S3’. Commenting on this, Punit Misra, President, Content & International Markets, ZEE Entertainment Enterprises Ltd, said, “Our partnership seeks the love and advocacy of both the OTT native youth audience as well as family audiences”, he highlights.

It should be noted that the announcement comes close on the heels of the The Friends Reunion which was officially aired on ZEE5. The partnership played an integral role in acquiring new viewers for the OTT platform.

Themes in Focus

With a focus on love, hope, positivity, inspiration, and relatable content themes, ZEE5 aims to bring the convergence with TVF to further bring stories that touch hearts and inspire people, staying true to the DNA of both platforms.

There is a kind of content that helps you to escape and there is content that helps you to relate and connect, puts forth Pandey. With TVF, the brand attempts to bring both as part of their content strategy and connect with the diverse target audience, pan-India.

Also read: Expert Speak: The Second Wave of OTT-Theater dynamic – what can we expect?

While one part of the business aims to drive growth with newer content, ZEE5 will leverage the content consumption trend of consumers revisiting their favorite TV shows during the pandemic. “These include some of the iconic shows from the ZEE network content library that are available on our AVOD service”, shares Pandey.

According to Manish Kalra, Chief Business Officer, ZEE5 India, states, over 60% of the platform's audience comes from Hindi-speaking markets and TVF caters perfectly to that group.

Way forward

Further, the platform will also collaborate with the creators and allow them to share their kind of original stories for their followers and viewers. “Through this, we not just want a platform of choice for the consumers but also the creators," shares Pandey.

The brand believes that consumers are now more open to newer storytelling, so this period is another opportunity in disguise to innovate and expand horizons towards unchartered territories. “These are the times that consumers have surprised us with their choices but it is also a time when they should not be taken for granted”, she concludes.