Zee Entertainment Enterprise Limited (ZEEL) has announced its entry into the Thailand market with the launch of a new channel, Zee Nung. The 24/7 Bollywood channel dubbed in Thai, has been customized & packaged for the local audience. The channel, launched in Thailand in partnership with CTH, will air Bollywood blockbuster movies targeting the pay-TV subscriber base in Thailand.
Subhash Chandra, chairman, ZEEL, said, “Thailand and India share deep-rooted cultural and social traditions, which is reflected in many aspects of Thai culture including architecture, art, drama, dance and literature. Our entry into this market reflects our commitment to build a strong bond with Thailand, thereby embracing our corporate philosophy of ‘Vasudhaiva Kutumbakam’."
“Thailand is a growing market with close to 30 per cent penetration of pay channels and hence falls in our priority for expansion," he further added.
Sharing more details on ZEEL’s launch in Thailand, Sushruta Samanta, business head – Asia Pacific, ZEEL, said, “We believe that the APAC pay-TV market displays a tremendous potential for growth. After our successful launch in Indonesia, Thailand was our next logical extension. Our research has revealed that Thais have a high positive perception towards Bollywood with growing awareness of this industry due to the large number of Bollywood films being shot in the country. Thais also show affinity for Bollywood dance numbers, with language not proving a barrier to enjoyment. ZEEL boasts of a huge Bollywood library which will boost our efforts to entertain Thai viewers in a consistent and compelling way. We thank CTH for partnering with us and believing in our product. I am sure Zee Nung will reach new heights and capture the hearts of all Thai movie lovers.”
Commenting on the partnership, Khun Chirdsak Kukiattinun, the chairman of executive committee of CTH Public Limited said, “Currently, CTH has a variety of content for everyone in the family. And now CTH is proud to partner with ZEELthrough the channel Zee Nung for the first time in Thailand.This is a great opportunity for Zee Entertainment in Thailand and CTH sees this as an opportunity to offer a whole new world of experience to the CTH Customer.”
Vaishali Kasturia, country head-Thailand, ZEEL said, “We want to reach out to people who want to experience contemporary, imaginative and high-quality entertaining films. Zee Nung (Nung means movies in Thai) is specially created, designed and packaged to suit the Thai palate. I am confident that Zee Nung will truly live up to its tagline of Bollywood Nai Thai (Bollywood in Thai) by offering Bollywood blockbusters localized in the Thai language. With the setting up of our local team in Bangkok, we stand committed to making Zee Nung a big success in this market.”
According to the official statement, Asia Pacific region is one of the focused and fastest growing regions for ZEEL. It currently has Zee TV APAC (Hindi channel), Zee Variasi (Malay channel), Zee Bioskop (Bahasa Indonesia channel) and Veria Living (English channel) as dedicated feeds, with offices in Singapore, Kuala Lumpur, Jakarta, Sydney, Guangzhou, Mumbai and now in Bangkok.
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The report also suggested that HD channel viewership increased by 15% in the last two years