The two countries India and Pakistan are being bridged in a unique manner. A new channel Zindagi featuring Pakistani serials is wooing the Indian television lovers. Based on short stories and novels written by the eminent writers and authors the Pakistani serials are conceptualised differently and have created a niche for themselves among the Indian television watchers.
Interestingly, the people who used to watch the television for sports or news are also captivated towards the wondrous stories being told in the Pakistani serial. The Zindagi channel owned by the Zee Entertainment Enterprises (ZEEl) was launched with a romantic comedy drama on June 23 Aunn Zara that evoked a huge response. The channel presently airs syndicated television shows from Pakistan. later, the channel featured strong stories which were mere women oriented like Maat, Thakan, Zindagi Gulzar Hai, Ishq Gumshuda and more. These serials also attracted many viewers.
Zee had been meaning to bring about such a revolution in programming for quite some time now. According to ZEEl, Zindagi would also telecast television shows from various others countries such as Turkey, Iran, Egypt, Sri lanka and Bangladesh.
The channel and its programmes have been very well received by the Indian audience and the channel has also set a few records. Even the serials made years back have been well received by the Indian watchers.
Zindagi became the first ever general entertainment channel (GEC) to air syndicated content from Pakistan. The channel also embarked a new beginning for cultural exchange between India and other nations. Zindagi was also launched with the incentive to initiate a different direction towards peace between Indian and Pakistan; given the situation between the two countries.
While talking to The Pioneer, Business Head ZEEl Priyanka Datta said, “The launch of Zindagi reinforces the vision of ZEEl’s corporate philosophy ‘Vasudhaiva Kutumbakam — The world is my family’ and aims to unite people across the world with shows produced overseas. It is a first ever National launch for a Hindi language channel as the company believes that the stories showcased on this channel will have an appeal even in Southern India. Zindagi kicks off with the collection of the best shows picked from across the border that embrace universal emotions.”
She further said, “Targeted at the family viewing with today’s Indian sensibilities the channel is set to infuse fresh storytelling to the Indian Television industry. The channel proposition ‘Jodey Dilon Ko’ is based on the fact that even if people across the globe are culturally different, the stories of their lives are universal.”
ZEEl marketing head Akash Chawla said, “Zindagi aims to showcase vibrant and premium stories from across the world that share similar cultural backgrounds, morals that are also intrinsic to India. It is a brand new entertainment experience for audiences with its selective programming content with stories of all genres.”
The overwhelming and the positive response of the viewers have also encouraged the Pakistani actors and actresses to make a way in the Indian entertainment industry. Fawad Khan the heartthrob of Pakistan has soon gained much popularity in India as well. This is the positive effect that the new channel has created over Indian viewers. Recently the serial known to be the Television Ka Blockbluster Humsafar is wooing the Indian television lovers. Written by a renowned Urdu novelist of Pakistan Farhat Ishtiaq the serial has achieved much success in the country.
According to some viewers, the simplicity with which everything is portrayed on screen, the great talent, awesome scripts and music are the major points that has attracted them.
