The nationwide pandemic-caused lockdown had taken away the Indian audience’s favourite TV shows as the shooting had to stop amidst a country-wide lockdown.

After nearly four months, shoots resumed bringing back many of these shows on the leading TV channels. Zee Entertainment Enterprises Limited (ZEEL) has not only seen a rise in viewership on its linear TV channels but also a spike on its digital arm.

While ZEEL first aired the comeback shows on 13 July, it rolled out an outdoor campaign featuring some of India’s leading brands. The campaign in a unique fashion created a buzz through a suspense element. Expert media professionals and common mass, both kept guessing who was behind the banner. The revival of outdoor ads was welcomed heartily by everyone and also the shows.

The resumption of shows has resulted in a 134 per cent growth in video views month-over-month on ZEE5. Moreover, the growth has been registered across languages. Other than the HSM market, Bengali, Malayalam, Tamil, Punjabi have observed a massive jump in viewership.

Along with enjoying premium originals, a large number of audiences has moved to OTT to enjoy catch-up content at their convenient time. With viewership of live TV going up by ten per cent and catch-up TV by a whopping 136 per cent, ZEE5 is becoming a digital video platform of choice. Recently, the Entertainment super-app launched its ZEE5 Club pack @ ₹365/year. Now, users can enjoy some of Zee’s popular TV shows before telecast on Television, making anytime a new prime time for consumers to catch up on their favourite shows.