Zee Entertainment Enterprises (ZEE) has earmarked Rs 100 crore to launch a second Hindi general entertainment channel, Zindagi. Following the launch of Zindagi, it would also increase the content cost by nearly 15 per cent as Zindagi would have shows written by overseas authors and produced in places such as Pakistan and Latin America.
In 2007, the Subhash Chandra-promoted network had launched a Hindi GEC, Zee Next, which was shut down within a year.
Zee Entertainment is India’s largest vertically integrated media and Entertainment Company. Its portfolio consists of brands like Zee TV, Zee Cinema, Zee Music, Zee Cafe, Zee Smile, Zee Action, Zee Premiere, ETC, ETC Punjabi, TEN Sports, Zee Studio, Zee Classic, Zee Trendz and Zee Sports.
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