To further propel the growing popularity in the GEC segment – the largest amongst all genres – Zee entertainment launched Zee Next, a new channel in the GEC space that reflects the changing preference of youth and is targeted at the young crowd of India. It is aimed at bridging the existing gap in GEC wherein programming genres like Thriller, Comedy & Action are absent or minimal. Hence, Zee Next will complement the flagship channel (Zee TV) through such differentiated content. Also, its unique content treatment of story-telling with mass appeal blending modern & progressive societal outlook with traditional Indian middle class value system resonates the values of emerging India