India’s Zee5 banks on local content to tune out Netflix and Disney

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The top domestic streaming platform is adding local-language shows and lower-price options

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Mumbai — As global streaming giants Netflix and Walt Disney spend millions of dollars to grab viewers in India, a country that could become their biggest overseas market, a home-grown rival is preparing to defend its turf.

“International OTTs have neither legacy nor library with depth,” Katial said at his office in Mumbai, adding that Zee5 has produced more than 100 original shows in local languages, at least 10 times more than any rival. “We can win this content battle.” After amassing 61-million active monthly users in its first 15 months in India, Katial says Zee5 has little choice but to keep producing new shows at even faster rates. The platform aims to add between 70 and 80 original shows over the coming year, while making 15 direct-to-digital movies for release in 2021.There are 22 official languages in India, creating a broad battlefield for niche audiences.

“We are completely insulated from the financial concern which our parent group went through last year,” Katial said. He declined to say how much the company was planning to spend on growth. Zee5, the streaming platform, is planning its local-language expansion just as some of its global rivals are pushing further into India.

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