New initiative introduces hybrid channels Zee Power and Zee BanglaSonar, marking a bold step in regional entertainment innovation
Mumbai, July 18, 2025 – Zee, one of India’s most iconic media brands reaching 854 million viewers across 208 million households, has launched ‘Z’ Whats Next, an industry-first initiative showcasing its transformation into a content-tech powerhouse. The recurring platform highlights Zee’s evolving vision, cutting-edge innovations, and culturally rooted storytelling that seamlessly integrates technology and creativity.
Through ‘Z’ Whats Next, Zee offered its partners an exclusive look into the future of Indian entertainment—where content moves fluidly across platforms, devices, and formats. The initiative underlined how Zee is shaping a world where television, OTT, and social media coexist, creating character-driven narratives that spark conversations beyond screens.
Reaffirming the enduring power of television in India’s entertainment landscape, Zee emphasized its ability to reach millions daily while adapting in real time to audiences’ platform-fluid preferences. In line with this vision, Zee announced two new hybrid channels—Zee Power and Zee BanglaSonar—designed to serve the evolving tastes of regional audiences.
Kartik Mahadev, Chief Marketing Officer, ZEEL, said, “With ‘Z’ Whats Next, we are reimagining entertainment through the lens of culture, creativity and technology. The Z brand continues to stand as a cultural cornerstone for Bharat, evolving with its audiences while staying anchored in their aspirations. The launch of Zee Power and Zee BanglaSonar reflects our commitment to future-ready content that resonates deeply and reflects the pulse of a changing India.”
Zee Power: A Bold Kannada Hybrid Channel
Zee Power caters to Karnataka’s younger, semi-urban audience, blending gritty, urban storytelling with aspirational formats. It will officially go on-air in August 2025 with an extensive multimedia campaign covering all districts of Karnataka. Its programming lineup includes five fiction shows, one daily non-fiction show, movie showcases, and special World Television Premieres.
Siju Prabhakaran, Chief Cluster Officer – South and West, ZEEL, said, “Kannada audiences today are diverse, with evolving preferences. Zee Power fills a ‘white space’ in the market with progressive, high-intensity narratives while complementing Zee Kannada’s family-oriented content. This dual-channel strategy redefines Kannada television with a sharper, more contemporary content lens.”
Zee BanglaSonar: A Fresh Take on Bengali Entertainment
Zee BanglaSonar will serve culturally rooted yet modern Bengali-speaking audiences with a mix of fiction, non-fiction, films, and fresh content formats. Targeting diverse audience segments, including male viewers, the channel will officially launch in August 2025 with a multimedia campaign spanning Kolkata and districts of Bengal.
Samrat Ghosh, Chief Cluster Officer – East, North & Premium Cluster, ZEEL, added, “West Bengal’s TV market is ready for innovation. Zee BanglaSonar complements our flagship Zee Bangla by offering differential content for evolving audiences. With storytelling rooted in tradition yet relatable to modern sensibilities, we are unlocking new potential in the Bengali GEC space.
”With a bouquet of 50 channels in 11 languages, Zee continues to be the entertainment choice for millions across India. Through initiatives like ‘Z’ Whats Next, the network is strengthening its position as a dynamic content-tech powerhouse, creating culturally resonant narratives that move seamlessly across platforms while shaping the future of Indian entertainment.
About Zee Entertainment Enterprises Ltd. (ZEEL)
Zee Entertainment Enterprises Ltd. is one of India’s leading media and entertainment companies, with a presence across television, digital, and film entertainment. Serving over 208 million households in 190+ countries, ZEEL is driven by its mission to entertain, inform, and inspire audiences with diverse and culturally rooted content.