With regional content gaining prominence on digital in the past two years, streaming platform ZEE5 has strengthened its content library for Telugu-speaking viewers. 50 percent of users consume regional language content.

The OTT platform plans to roll out 11 original content for its Telugu-speaking audience in FY23.

The content slate will include a gamut of genres ranging from thrillers, comedy, and drama to romance.

In addition, viewers can watch Telugu dubbed movies and original content from ZEE5’s library. This announcement is in line with the platform’s focus on strengthening its presence in the southern market. It is to be noted that ZEE5 had announced a Tamil content lineup for FY23 with 20 films and series, Financial Express reported.

Punit Misra, president – content and international markets, ZEE Entertainment Enterprises Ltd, said. “Up until 18 months ago, our viewers were skewed towards Hindi content with Hindi speaking market (HSM) accounting for nearly 70% of viewership while the remaining 30% used to come from regional content. This was mostly due to the supply constraints that we faced”.

“The Tamil and Telugu market is very competitive. Hence, we wanted to make sure that in these markets we have a substantial play,” he added.