Zee Entertainment targets ₹250 crore from live events

Zee Entertainment is focusing on live events and original shows to boost revenue. The company aims to generate between ₹200 and ₹250 crore in the next fiscal year. This strategy is part of their plan to engage fans more deeply and create new revenue streams. According to Ashish Sehgal, ZEEL’s chief growth officer, the company is transforming its popular shows into comprehensive platforms. This includes television, digital content, and live events. Zee has a vast library of original entertainment content, which has built a loyal audience over the years. Zee currently hosts around 40 to 50 live events each year, from smaller local activities to larger concerts and award shows. Sehgal noted that brands are looking for more than traditional advertising. They want to connect with audiences through unique experiences. One major change is the focus on fan engagement. The Zee Cine Awards will now include more audience interaction. They are rebranding the event under the theme "Fantertainment" and introducing a new trophy design that symbolizes fans and celebrities together. Zee is also expanding its regional awards and investing in South Indian films to strengthen local connections. They plan to enhance popular regional shows, as these already perform well. The network is revamping live final shows of hit reality programs into exciting, immersive experiences. These events not only increase brand visibility but also provide content that can be shared across platforms. Zee is shifting its monetization model away from just event sponsorships. They now offer integrated packages that include branded content, celebrity endorsements, and digital engagement. This approach is expected to enhance viewer engagement and deliver better returns on investment. With these initiatives, Zee believes it can reach its financial target of ₹200 to ₹250 crore. The company views its shows as comprehensive platforms rather than just entertainment programs.