Mumbai: Digital channel Zindagi which features popular Pakistani soap operas will now be available on DTH platform Dish TV, D2H and Tata Play as a value-added service. The service will be available starting on 23 May.
The channel launched in 2014, had gone off the air in July 2017 and its content was only available on the OTT service Zee5. Now, the shows Kitni Girhain Baaki Hain with Kirron Kher as the narrator, “Aunn Zara, Sadqay Tumhare” amongst others will be available to DTH subscribers. The channel’s launch is backed by an innovative content strategy of airing two episodes back-to-back.
Apart from fiction shows, the service will also showcase acclaimed movies like “Baarish aur Chowmein” featuring Taapsee Pannu and Amit Sadh, directed by Tigmanshu Dhulia; “Toba Tek Singh”, based on a short story by Saadat Hasan Manto, featuring noted actor Pankaj Kapoor and directed by Ketan Mehta; “Silvat” written by Faraz Arif Ansari and directed by Tanuja Chandra with Kartik Aaryan in a leading role; “Saari Raat” a film by National Award winner Aparna Sen starring Konkona Sen Sharma among others.
“It’s a proud moment for us as we reach yet another milestone and launch Zindagi across key DTH platforms,” said Zee Special Projects chief creative officer Shailja Kejriwal. “What started as a salient idea between a few people deeply invested in the belief of cross border cultural collaborations grew to become one of the most loved television channels in the country. Zindagi took its journey ahead on OTT fueling the digital consumption needs in the country, and the community of believers continued to grow. Today, we add new partners, new believers in Tata Play, Dish TV and D2H, as we take Zindagi to every corner of the country.”
“There’s a huge fan following for nuanced and author-backed storylines in our country,” said Tata Play chief content and commercial officer Pallavi Puri. “Tata Play Zindagi’s content library is very slice-of-life… they are humari zindagi se milti julti kahaniyan, which we believe will be a treat for the viewers who like relatable narratives.”
“We firmly believe that providing relatable, wholesome, unique, and relevant content is the most effective way to engage with our subscribers,” said Dish TV India Limited head – VAS Shruti Kumar.
“We are delighted to announce Zindagi Active as the latest addition to our comprehensive value-added service portfolio. With this, we offer our subscribers the stories that are emotional and enthralling, series & movies that resonate with them, their families, and relationships. We hope to bring together people/communities beyond our country’s border who share similar values, cultures, and traditions. Our Active Services brings the most appealing and relevant content to our subscribers, and the latest addition of the Zindagi Active service reaffirms our commitment towards them," she added.
