Priyanka Chopra Jonas graces the launch of streaming service ZEE5 in the US

Call it a pandemic affect or a sign of growing diverse audience choices in entertainment, but the popularity of streaming services in the past few years has been nothing short of astronomical.

Joining a growing network of streaming services for South Asians in America, comes the entry of the big giant – ZEE5. On Tuesday, Zee Entertainment Enterprises Limited (ZEEL) launched its streaming platform ZEE5 in the US market. Targeted at the large diaspora audience in America, the platform promises to bring not just Indian entertainment shows in various languages but would also cater to

The virtual event sharply highlighted what the new services bring for its discerning audiences. The launch announcement was heralded by ZEE5 Global Chief Business Officer Archana Anand. Joining her during the event was none other than the biggest Indian name in American entertainment – Priyanka Chopra Jonas.

While there always has been a connection between the diaspora and Indian entertainment both in terms of Bollywood as well as cultural shows, one of the biggest plans for the newly launched ZEE5 is to create a connection with the younger audiences in America. There has been an intelligent selection of dramas, reality shows and content that is contemporary in nature and appeals to the younger generation of South Asian Americans.

Priyanka Chopra Jonas, looking lovely in a business-like white pantsuit shared interesting anecdotes from her growing up years as well as her journey as an Indian actor in America. A visibly excited Chopra-Jonas on the prospect of having another interesting choice for South Asian entertainment in America spoke at length about how streaming services have revolutionized the content of shows and has allowed for a more diverse and democratic portrayal of stories and ideas. She said, “The streaming services have made it possible for the artists to think beyond the formula of a typical Bollywood movie.

She added, “That’s what you are seeing in Indian cinema. The freedom of streaming services is allowing people to have larger thoughts than the formula that existed before that there should be five songs, a fight sequence is no longer the only way.”

On being asked what her favorite genre in movies remains, Chopra Jonas talked like a true-blue Bollywood star. She said, “I really enjoy the full on masala and masti associated with a Bollywood film.” On her recent watches, she says, “She recently watched Ranvir Singh starrer Simba and totally enjoyed the whole experience.”

On the business end of the initiative, Amit Goenka, President, Digital Businesses & Platforms, ZEE Entertainment said, “We have had a long association of over two decades with this market, bringing our viewers here the best of Indian entertainment through our channels. With ZEE5, we now look to offer both these audiences and the younger demographic access to a much wider choice of premium content with our Originals, digital premiers and more, on any screen of their choice and with a completely personalized viewing experience.”

The event took one through the various portfolios of shows that are available for audiences and also had Priyanka Chopra Jonas and Archana Anand share interesting stories.

The content of the platform will be available in Hindi, Bengali, Malayalam, Tamil, Telugu, Kannada, Marathi, Oriya, Bhojpuri, Gujarati, Punjabi as well as some other languages.

After US, Canada will be the next target market for the platform.