With titles like ‘Vilangu’, ‘Ayali’, and ‘Paper Rocket’, ZEE5 is celebrating the success of its marquee, original Tamil content lineup.
ZEE5 has captured the hearts of Tamil audiences all over the world, with a 54 percent increase in viewer base and a 63 percent increase in active user base in the Tamil region over the last year. The amount of time spent watching Tamil content per day has increased by 23 percent.
ZEE5 expanded its content library by entering the Tamil entertainment industry last year with a diverse slate of Tamil originals starring the best of industry talent.
As per a press release, ZEE5’s Tamil slate garnered popularity and praise from consumers and critics alike for authentically bringing to life the cultural nuances of the region through fresh plots and compelling narratives.
‘Vilangu’ and ‘Ayali’ are the first two titles to enter the 100 million streaming club, with ‘Paper Rocket’, ‘Valimai’, ‘Yaanai’, ‘Coffee with Kadhal’, and ‘Veetle Vishesham’ following closely behind.
‘Sengalam’, starring the immensely popular Kalaiarasan and Vani Bhojan, is the next exciting content offering on ZEE5 Tamil.
The show, written and directed by SR Prabhakaran, is rooted in Madurai culture and revolves around three brothers from a powerful family on a mission for vengeance, as well as the intriguing dynamics of politics and power-play between them.
Speaking on the success, Manish Kalra, Chief Business Officer, ZEE5 India, said, “We, at ZEE5, are happy to receive an encouraging response at the very onset of our journey in this region. The advantages of following a consumer-first approach in curating the Tamil slate have worked successfully for us, taking us closer to the hearts of the Tamil audiences.
“Our growth is a testament to our market understanding in identifying and catering to audiences’ entertainment needs with increased choices like exclusive originals, blockbuster movies, international sports, and TV+ content at different price points allowing them to explore and engage.
“Going forward, our focus will remain on sustaining the growth trend and scaling up our investments in the Tamil entertainment industry. We appreciate the support from the creative ecosystem and look forward to more collaborations as we bolster our Tamil content line-up with real, relatable, and quality storytelling,” Kalra added.
Siju Prabhakaran, Chief Cluster Officer – South, ZEE Entertainment Enterprises Ltd. said, “We have sojourned in the OTT space with a very confident outlook and understanding of the market. Our creative experimentation this year has had us pushing the envelope and presenting unconventional narratives that transcended traditional barriers of what people expect on OTT.
“Ayali, for instance, with its poignant take on girl child education, may not have ticked every box for an OTT show but the way it has caught on with audiences is heartening and opens up interesting new spaces for us to build characters and content in. On the other hand, Paper Rocket spoke to the young, millennial audiences, taking them on a joyride of emotions, entertainment, and excitement.
“We are proud to have built a library of content that caters to the diverse tastes of our viewers. Going forward, the idea is to continue innovating, experimenting, and producing compelling stories that are true to the land, have a strong moral and cultural compass, help our viewers navigate change by offering a fresh perspective, and above everything else, bring people together,” Prabhakaran said.
With a rich library of over 3,400+ films; 200+ TV shows, and 170+ originals, ZEE5 offers content in 12 Indian languages: English, Hindi, Bengali, Malayalam, Tamil, Telugu, Kannada, Marathi, Oriya, Bhojpuri, Gujarati, and Punjabi, and 6 international languages. The platform has an exciting line-up for 2023 that will add to its extensive library of content offering a wider array of catalogs to entertainment seekers.