Zee Sets Its Sights On Kerala: To Launch ‘Culturally Rooted’ Malayalam General Entertainment Channel On 26 November

Media industry giant and conglomerate Zee Entertainment Enterprises Limited (ZEEL) is all set to launch its Malayalam General Entertainment Channel (GEC), Zee Keralam and its High Definition (HD) variant, Zee Keralam HD on 26 November, reports Television Post.

The channel will reportedly launch on all cable TV and DTH services across the state and already has several associations in place with partners.

The group claims the channel's content to be family inclusive and culturally rooted in Kerala. The channel said that it would feature seven fiction shows, three non-fiction shows, and one-morning show as part of its programming line-up.

The company’s overall market share is projected to grow further with the launch of its Malayalam GEC. In the second quarter of the fiscal year 2019, ZEEL had an all-India viewership share of 19.9 per cent in non-sports entertainment segment, said ZEEL MD and CEO Punit Goenka.

“We set foot in the South with our first GEC – Zee Telugu in 2005, followed by Zee Kannada, Zee Tamil, and Zee Cinemalu. Since then we have emerged as market leaders in every state, winning the hearts of millions our South Indian viewers across the world. We hope to continue the upward growth trend with the launch of Zee Keralam,” Goenka said, commenting on the launch.