Zindagi, a new channel from Zee, showcases Pakistan
It comes with the promise of curated cultural shows, mini series, telefilms, real locations, riveting drama, music and a sneak-peek into our neighbour— Pakistan. Say hello to Zindagi, a new television channel that sends a friendly, peace-loving message through entertainment. Shailja Kejriwal, chief creative head of the channel, takes us behind the scenes.
The flavor of Zindagi.
It has everyday stories based on award-winning novels from Pakistan. Every attempt has been made to keep the shows as real as possible. One outstanding feature of this channel would be its music. We will bring back original sound tracks to Indian television, instead of adapting film songs to suit every situation. Audiences will visit the lanes and bylanes of Pakistan for the first time since Independence to meet regular people and see how they really live, as opposed to information that is purely news-based.
We are positioning this as a masstige or premium mass channel. The target group is females between ages 15 and 45, with male viewership making up the secondary audience.
The channel USP.
The fact that all stories are from across the border and will be seen in India for the very first time. In fact, I wouldn’t hesitate to term Zindagi as something that is quite historic and different from anything available in India. We will be introducing a huge talent pool of excellent writers, directors, actors and technicians to the Indian market. And I am sure the Indian television industry as a whole would benefit from this creative initiative. Also, I am certain that this endeavour of ours would lead to a new era of storytelling. And a merging of talent from both sides of the border.
You hand-picked the directors. What was of prime importance?
Sensitivity and passion for making stories and characters come alive.
Tell us a bit about the Pakistani content that is expected to air.
They are a mix of acquired and produced content. All the shows will be finite and for a limited pre-defined number of episodes. The stories are extremely well written and very plot centric. The music of the shows reflects Pakistan’s rich heritage of traditional and contemporary music.
Zindagi in three words
Entertainment with purpose.
The channel is set to go on air on June 23 with series like Shehr-e-Zaat, Dastaan, Pir-e-Kamil, Doraha Meri Zaat Zarra-e-Benishan, Maat, Uraan, Main Abdul Qadir Hoon, Aik Nayee Cinderella and Dil-e-Muztar.