The consumer likes to consume entertainment content in different formats ranging from fiction, non-fiction shows, movies, music, and live entertainment amongst others. The need also varies based on the demographic profile determined by factors such as age-group, geography, and language. These preferences are not static and keep evolving over a period.

At ZEEL, consumer is the focal point of the decisionmaking process and we endeavour to serve his multi-faceted need for entertainment content. To keep up with the evolving preferences of the consumer, we continuously evaluate the trends and look out for

new opportunities. Some of the parameters that are important in identifying these trends include:

Formats

Through our presence in television, movie production, music label and events, we cater to a wide range of content needs. We also continue to explore newer avenues of entertainment for the consumer.

Consumer profile

We segment market based on several factors including age group, gender and socio-economic contours and offer different products to satisfy its unique needs.

Language

India is a multi-lingual market and we produce content in 10 languages. We continue to explore linguistic markets having a significant size.

Platforms

Technology has brought a paradigm shift in the way content is consumed. We aim to make our businesses adaptable to any changes that technology might bring about.

ZEEL’s presence across the full spectrum of entertainment content production and delivery value chain gives it leverage on two fronts – content creation and monetisation. Over the two and a half decades of presence in the industry, we have developed a strong eco-system for content creation. We have cultivated strong relationships with the artist fraternity and are their preferred partners. Our platforms are at the forefront in enabling entry of new talent to the industry.

We have intellectual property (IP) rights for majority of the content that reaches consumers through our network. This enables us to have a strong hold on various aspects of content production. Ownership of IP also allows us the possibility of exploring alternate use of content including production across different languages and developing a new concept around the IP.

ZEEL is in a unique position to reach consumers through various mediums. This gives an opportunity to our

advertisers to connect with consumers at various touchpoints. Content created for one product can seamlessly travel to or can be modified as per the requirements of another platform. Our offerings in the international markets ride on the back of our vast Indian content library. Our presence across platforms also helps us in 360^o promotion of content.

We strive to build a strong competitive position in all our businesses on the back of quality content. To address unique dynamics of each of these businesses, we have outlined specific priorities.

TV Broadcasting

Digitisation of analogue television allows consumers access to a higher number of channels and an option to choose from wider content offerings. This is leading to fragmentation of viewership and we aim to capitalise on this trend through launch of channels in different languages across genres.

Movies & Music

Zee Studios has adopted a portfolio approach to movie making and produces movies across budgets and languages. Its involvement in movie making from concept

to completion gives it a strong grip over execution. Zee Music Company is consistently building a strong library across Hindi and regional languages. Both these businesses leverage our presence in other verticals, especially broadcasting.

Digital

We endeavour to build a strong digital product which caters to the evolving needs of the consumers. A great viewing experience with customised content are the guiding principles for our digital platforms. This business also leverages its partnerships with large telecom operators to reach India’s vast rural audience.

International

We will maintain our strong position by delivering content for South-Asian diaspora in different Indian

languages. In addition, we continue to explore opportunities in foreign markets to serve local audiences utilising our content library.

Live Events

To physically connect with consumers on the ground, we will create concepts for different types of live events, such as music concerts, food festivals and theatre among others.

At ZEEL, we believe in an inclusive growth and we manage our operations in a way which benefits all our stakeholders. We have consistently delivered strong growth and high return on capital driven by our understanding of consumers’ preferences and prudent investments in content. That said, financial performance is only one of the dimensions of sustainable growth for us. We try to ensure that our employees, the real asset

of the Company, have enriching experience at the work place. Our work culture and policies allow for good work life balance, provide adequate learning and growth opportunities and kindle entrepreneurial spirit.

Our business partners play a pivotal role in success of the Company. We strive to build long-term mutually beneficial relationships and grow together. We believe that businesses

have responsibilities towards the society and environment. We endeavour to make a positive impact on the society through several initiatives including addressing issues through our content. We are also committed to minimising the impact of our operations on environment.