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Indian dramas attract African audience

JOHANNESBURG: All cable television viewers in every household know how Indian dramas has affected Batswana’s cable television viewership over the past few years.

Although men watch these dramas, they are mostly popular among women. The consumption patterns, level of viewing, preferred channels, favourite watching time, and control over remote really defines women and Indian dramas.  It is now no secret that Indian media have already cultivated their culture in our society. Cable television viewership is no more restricted to the upper-middle class only; it has become a common household facility for the lower class as well.

MultiChoice Group (MCG) hosted its second annual media showcase in Johannesburg this past week and Zee Global Content Sales was quick to showcase a strong line-up of Family Dramas, Documentary & Travelogues and Health & Wellness content which African viewers will be excited to see.

Zee Global Content Sales, a licensing and syndication arm of ZEE Entertainment Enterprises Limited (ZEEL) currently houses one of the largest libraries of creative and broadcasting entertainment content in the world.

At the Discop Johannesburg 2019, Vibha Chopra, Business Head - Global Syndication & International Film Distribution, said admitted that over the past years, they have enjoyed immense popularity and advance demand for their content in Africa.

“Last year we partnered with Nigerian agency MACE, Royal Media from Kenya and Ghana based, Broadcaster-Multimedia Group for the co-production of our popular Drama Series - Deceptive Measures for African audience and look forward to its launch later this year. We are hopeful that the series will continue to draw much fanfare in this region”, she further added.  Chopra said it is their pleasure to keep bringing new and fresh content to this region and enjoy all the appreciation they receive for their content as well as talent.

The full slate from the stables of Zee Global Content Sales, presents four family dramas that have garnered dream runs with highest television ratings - daily drama series, Kundali Bhagya (Destined Love), which recorded a winning debut with largest weekday television audience rating in the first week.

 It continues to be one of the top rated shows in India.

Another family drama, Yeh Teri Galiyaan (The Bylanes of Love) was ranked amongst top 4 shows in its timeslot catering to family audience at large. The third drama series, Khwabon ke Darmiyaan (In The Midst Of A Dream) emerged as the

top-ranking TV show among South Asians in the UAE for two consecutive months in its launch phase and topped its own highest rating in the second year run.

The costume Drama, Swarajyarakjshak Sambhaji (The Protector), is the new first run English dubbed show and is based on the life of one of most fiercest kings & greatest warriors of all times who proved his mettle during the complete course of his short span of life.

Lastly, the slate offers Deceptive Measures, a remake of popular Indian series Pavitra Rishta, one of the most successful ever Indian drama series that has traveled across more than 20 countries and enjoys fandom amongst both Indian and international audience. ZEE TV is channel 452 on MultiChoice’s DStv. Another popular channel Star Network also showcased at Discop Johannesburg 2019. Star Network has in the past launched a new channel, which was created exclusively for African audiences.

A fully owned subsidiary of 21st Century Fox, Star Network is the undisputed global powerhouse in Indian programming and a market leader in most of the 100+ countries it operates in worldwide, with over two decades of award-winning and #1 rated shows in its repertoire. Star Life appeals to a broader audience and brings to Africa extraordinary journeys of ordinary people, progressive storylines, inspirational characters and compelling dramas – produced to the highest international production standards.

During Discop Johannesburg 2019 one of the channel representatives said they have managed to thrive this long because of the value their shows bring.  She said they believe in creating stories for African communities and the rest of the world.

She admitted that have observed the need for quality Indian crossover entertainment and with Star Life, we are proud to bring to Africa, engaging programming, in English, which will leave our viewers inspired, rejuvenated, moved and delighted.

Star Life is on DStv channel 167 and has made it the most widely available channel in its genre in southern Africa. These channels have discovered that their content has a very big appeal under African viewers who watch it.The content is brought in a language that Africa understands and it goes on to show that there is great cultural relevance between India and Africa




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