Zee Entertainment Africa a leading multinational media conglomerate has introduced its Free to Air (FTA) television channel called Zee Dunia to the Kenyan market and in Africa seeking to diversify entertainment options to growing audiences. This makes it the first MNC to provide the service in the continent.
Zee Dunia represents the company’s first venture into the continent’s FTA media landscape and is expected to provide viewers with a convenient and affordable avenue to access premium content.
“As part of our longstanding legacy of excellence in production and innovation, we are dedicated to supporting and empowering creatives through collaboration and content diversification incorporating local components. We have invested heavily in our distribution for a greater reach to contribute to the growth and development of the media and entertainment economy,” said Somnath Malakar, Chief Executive Officer at Zee Entertainment – Africa & Indian Ocean Islands.
The move is an indicator of Zee Entertainment’s confidence in Kenya’s entertainment industry which is regarded as one of the most advanced in the region. In addition to creating quality content, Zee intends to boost capacity amongst local production talent.
VP East Africa, Zee Entertainment Africa, Neha Sharma highlighted that “Kenya’s evolving media and thriving content creation space influenced our decision to launch our first free-to-air channel in this market. It also marks a significant milestone in our commitment to the industry as we are excited to offer holistic family viewing, bringing diverse and engaging programming to households across the nation, while simultaneously investing in Kenyan talent and resources. This is to drive its wider economic progress while ensuring visibility and access with a strong distribution of 41 sites across the country through PANG and Signet”
More than just a platform for entertainment, Zee Dunia is also committed to nurturing and elevating Kenyan voices. From emerging creators to established industry professionals, we’re dedicated to empowering the next generation of strong storytellers growing Kenya’s creative economy. She added
“Presidential Economic Advisor Prof. Edward Kisiang’iani, in his speech, emphasized Zee’s significant investment, saying, ‘The entry of Zee Dunia in the market is expected to create additional opportunities, contributing to job creation for media professionals, content creators, and production companies operating in Kenya. By providing content that is good for families, Zee Dunia will also play a vital role in bringing cohesion and increased cultural understanding across our diverse communities.’”
Zee’s significant investment is expected to create additional opportunities for media professionals, content creators, and production companies operating in Kenya. In addition to capitalizing on Kenya’s substantial viewing population, the channel hopes its award winning content will help attract a new demographic.
Zee Dunia will be an exciting addition to the diverse television options that currently exist in Kenya offering a variety of content including movies, series, and lifestyle shows that cater to different audiences. The market has over sixty FTA channels available on a variety of linear and digital platforms.
Zee Entertainment Africa already has a presence in Kenya through pay TV providers including DSTV, Star Times. It was established in 1996 by Zee Entertainment Enterprises with its head office in Johannesburg. It broadcast in over 50 territories across Africa and the Indian Ocean Islands to over 50 million viewers.
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