“The market share of GECs has increased from 34 percent in 2008 to 40 percent in 2013. Last year, when we launched Zee Anmol in the FTA space, it expanded the FTA share within Hindi GECs from 6 percent to 8 percent, with other networks following its success. Extensive research conducted across cities in India for Zindagi has revealed that audiences are ready for alternative content, as has already been demonstrated in film viewing, and we aim to bring this fresh alternative to our viewers on television.”

The new channel will engage and interact with its audience through diverse shows written by award-winning novelists, literary stalwarts and many of these shows are adapted from famous novels and books. Zindagi will be available 24 hours on both Analogue and Digital (DTH and digital cable) platforms in India.