Zee Entertainment Enterprises Limited (ZEEL) entered the Philippines market with a dedicated Bollywood movie channel, titled Zee Sine. The brand already has two Bollywood channels in the APAC region, namely Zee Bioskop in Indonesia and Zee Nung in Thailand.
Talking about Zee’s entry into the Philippines, Amit Goenka, CEO – International Broadcast Business, ZEEL said, “In line with our Vision 2020 goals, we have chalked out an aggressive international expansion plan, with APAC being one of the key regions. We already have five dedicated localized channels in APAC, comprising of GEC and movie genres, and our entry into Philippines will further strengthen our presence. With the Pay-TV industry projected to grow at an average of 13% Y-o-Y in the next five years, we see huge potential in this market.”
Zee Sine – Bollywood Na Tayo (‘Sine’ means ‘Cinema’ and ‘Bollywood Na Tayo’ means ‘Let’s Go Bollywood’ in Tagalog) is a 24/7 Bollywood movie channel customized and packaged for the local audience, featuring blockbuster Hindi movies.
Sushruta Samanta, Business Head – Asia Pacific, ZEEL added, “Our research shows that Filipinos relate to Bollywood films as the stories reflect similar emotions and values shown as their local movies. Maria Liza Ginting, who currently heads our Indonesia market, will head the Philippines operations along with the local team in Manila.”
Outlining Zee Sine’s plans to tap the local audience, Maria Liza Ginting, Country Head, Indonesia & Philippines, Zee Sine, stated, “We have hand-picked movies from the Bollywood library, dubbed it in Tagalog, re-christened movie titles and character names in English, while creating promos and special movie properties locally. The channel will be distributed through Cable Boss, a leading cable distributor in the country, and will soon be available on more platforms in the market.”