Zee Entertainment Enterprises Ltd (ZEEL) has announced the launch of a Hindi general entertainment channel -- Zee Next -- to suit the latest trends in middle class Indian viewership.
The channel would be on air from December 17. "With the evolution of TV viewing audiences, this channel offers a very refreshing and blooming entertainment aimed at bridging the generation gap," Zee Next business head and Zeel network operating officer Punit Goenka told reporters here.
The new channel will showcase a wide array of stories in genres from thrillers to comedy, reality, fiction and action.
"The channel will address more contemporary issues especially in its portrayal of women and relationships," Goenka said. The new channel is essentially an endeavour to invite fresh audience into the living room without alienating the existing loyalist of the Zee Network, he added.