Zindagi digital channel launched on DTH platforms as a value-added service

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Mumbai: Zindagi digital channel, which features popular Pakistani soap operas, will now be available on DTH platform Dish TV, D2H and Tata Play as a value-added service. The service will be available from May 23.

The channel launched in 2014 had gone off the air in July 2017 and its content was only available on the OTT service Zee5. From now on, Kitni Girhain Baaki Hain shows with Kirron Kher as narrator, “Aunn Zara, Sadqay Tumhare”, among others, will be available for DTH subscribers. The launch of the channel is supported by an innovative content strategy consisting of airing two consecutive episodes.

Besides fiction shows, the service will also feature acclaimed films like “Baarish aur Chowmein” starring Taapsee Pannu and Amit Sadh, directed by Tigmanshu Dhulia; “Toba Tek Singh”, based on a short story by Saadat Hasan Manto, starring famous actor Pankaj Kapoor and directed by Ketan Mehta; “Silvat” written by Faraz Arif Ansari and directed by Tanuja Chandra with Kartik Aaryan in a lead role; “Saari Raat”, a film by national award winner Aparna Sen with Konkona Sen Sharma among others.

“It’s a proud moment for us as we reach a new milestone and launch Zindagi on major DTH platforms,” ​​said Shailja Kejriwal, Creative Director of Zee Special Projects. “What started as a salient idea between a few people deeply invested in the belief in cross-border cultural collaborations has grown into one of the most beloved television stations in the country. Zindagi has forged ahead of the OTT in fueling digital consumer needs in the country, and the community of believers has continued to grow. Today we add new partners, new believers in Tata Play, Dish TV and D2H, as we take Zindagi to every corner of the country.

“There is a huge fan following for nuanced and author-supported stories in our country,” said Pallavi Puri, Content Director and Chief Commercial Officer of Tata Play. “Tata Play Zindagi’s content library is very slice of life…it’s humari zindagi se milti julti kahaniyan, which we think will be a treat for viewers who enjoy relatable storytelling.”

“We strongly believe that providing relevant, healthy, unique and relevant content is the most effective way to engage with our subscribers,” said Director of Dish TV India Limited – VAS Shruti Kumar.

“We are delighted to announce that Zindagi Active is the latest addition to our comprehensive portfolio of value-added services. With this, we provide our subscribers with emotional and exciting stories, series and films that resonate with them, their families and their relationships. We hope to bring together people/communities beyond the borders of our country who share similar values, cultures and traditions. Our active services bring the most engaging and relevant content to our subscribers, and the latest addition of the Zindagi Active service reaffirms our commitment to them,” she added.

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