In a head-on fight with Netflix and Amazon Prime Video, ZEE5 goes global

Zee Entertainment Enterprises (ZEEL), the broadcast arm of the Subhash-Chandra-led Essel Group, on Wednesday launched its over-the-top (OTT) service ZEE5 in over 190 countries in one go, taking on established names such as Netflix and Amazon Prime Video in the process. The platform will target the South Asian diaspora with content in 12 languages at an introductory price of $2-10 a month.

Amit Goenka, chief executive officer of ZEE International and Z5 Global, said the move was significant since the overall plan was to position ZEE5 as a destination for Indian content in global markets. “Given the presence of Indians across markets, there was a need felt for a service like this. We already have width and depth in terms of Indian-language content, whether it is entertainment or news. This can be offered to those interested in international markets. This also allows us to have a distinct identity for the platform globally in a very competitive market,” he said.