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The regional entertainment genre is a nascent vertical. Given the regional diversity in language, culture and literature in India, there exists exponential growth potential of media consumption in local languages. This is reflected in the rapid proliferation and growing viewership of regional media. Increasing advertisers' preference in regional media justifies the consuming potential of regional media audience.
Zee Entertainment is already the leading provider of entertainment content across genres in the Hindi and English languages. With leading channels like Zee Marathi, Zee Bangla, Zee Bangla Cinema, Zee Telugu, Zee Kannada and Zee Tamil within its fold, Zee Entertainment would now have an unparalleled reach across the country in the fast growing regional markets.
This acquisition also provides ZEEL the opportunity to take the regional channels international and expand revenue streams further. This move is part of ZEEL's continuing efforts to improve long-term shareholder value.