Original Coverage & Source Attribution: www.adgully.com
As regional streaming consumption accelerates across India, ZEE5 is deepening its investment in Bengali entertainment to capture audiences across metros, Tier-II hubs, and global diaspora markets.
In this conversation with Adgully, Rusa Banerjee, Business Head, Bangla ZEE5, outlines the platform’s multi-pronged strategy to scale its fivefold regional subscriber growth. She details how ZEE5 is balancing traditional family dramas with high-octane thrillers and direct-to-digital film premieres, while integrating AI-driven content discovery tools, localised live sports rights, and hyper-local festive activations to drive subscriber retention and engagement.
How is ZEE5 balancing traditional, emotion-driven family values with bold, genre-bending storytelling to engage modern Bengali audiences across metros and Tier-II regional hubs?
Bengali storytelling has always drawn strength from its emotional depth, cultural identity and ability to explore complex human experiences. At Bangla ZEE5, we want to preserve that connection while moving beyond familiar narrative conventions. Titles such as Abar Proloy, Bibhishon, Kaalipotka and Ganoshotru reflect our focus on bold, unconventional storytelling, while our upcoming slate, including Priyo Bondhu, Uppercut and Aloor Dosh, explores fresh themes, relationships and facets of Bengali life. This appeal also extends beyond West Bengal, with Bengali content ranking among ZEE5’s top three languages across Hindi-speaking markets. Our focus is to keep this storytelling culturally rooted while introducing fresh perspectives and genres that resonate with audiences across geographies.
With the new Bangla content slate featuring returning hit franchises, fresh originals and top-tier talent, what is the platform’s formula for mitigating churn while expanding its subscriber base?
A strong content slate is about creating a balance between continuity and discovery. Established franchises such as Abar Proloy and Abar Proloy 2 give audiences familiar characters and story worlds to return to, while new originals introduce different themes, relationships and perspectives. Our recent slate launch under the banner #NotunBanglarNotunGolpo builds on this approach, with our 2026 line-up featuring Prem Shots, Priyo Bondhu, Taarkata and Nibba Nibbi, alongside the return of much-loved IPs such as Shwetkali 2 and Lalbazaar 2.
Alongside original series, direct-to-digital (D2D) releases are an important part of our Bengali content offering. During Pujo, we premiered Keu Bole Sokal and Keu Bole Biplobi on ZEE5. Our upcoming D2D slate includes Mrigaya 1.5 and Tandav, produced by Raj Chakraborty Productions and starring Mimi Chakraborty. This allows us to complement our series slate with Bengali films and offer audiences more variety in what they can watch.
Discovery is equally important in helping audiences find content that interests them. Through ZEE5’s collaboration with Google Cloud on Clips, AI is now used to identify engaging moments from its catalogue, creating new entry points for viewers to discover titles and explore the full-length content. This adds another layer to content discovery, helping connect audiences with stories they may not have actively sought out. The priority is to offer a consistent mix of compelling Bengali content while making it easier for viewers to find and engage with stories on Bangla ZEE5.
Beyond core fiction and thrillers, how does ZEE5 plan to integrate AI-powered production tools, animated regional content and live sports rights to diversify Bengali offerings and capture younger demographics?
Bengal’s affinity for football gives us a way to connect with audiences through interests they already care about. We have done this through regional football properties, and then taken that experience to a larger stage with the Bengali-language streaming of FIFA World Cup 2026 and our association with Bundesliga. Bringing global sporting events to audiences in their preferred language helps make the experience more accessible and relevant. We are also looking beyond conventional formats to offer audiences more ways to engage with content. Across ZEE5, this includes free content and animation, with titles such as Garud – Ek Yodha Ki Gatha, Vikram Betal and Shiv Sati Ki Ek Anant Prem Kahani exploring mythology and folklore through visual storytelling. These titles are part of our wider slate, rather than being specific to Bengal. Subtitles, dubbed versions and personalised recommendations also help viewers discover stories across languages.
With Kolkata and West Bengal emerging as key OTT growth markets, what specific infrastructure, pricing and localised content investments underpin ZEE5’s long-term roadmap?
Kolkata and West Bengal have always been important markets for ZEE5, and what is encouraging for us is the way audiences are responding to Bengali content. Our Bengali subscription base has grown fivefold over the last year, which gives us greater confidence to invest further in the market. We started building our Bengali originals portfolio with Abar Proloy in 2023, and since then, we have focused on developing a stronger content pipeline with local creators, established production houses and stories across genres. Going forward, the focus is on building greater depth in Bengali entertainment, both through returning franchises and new originals.
But our approach to Bengal goes beyond content alone. We understand that audiences here have a very strong cultural connection, and that reflects in how we engage with them, whether it is through Durga Pujo celebrations, the carnival rally or Bengali language streaming of FIFA World Cup 2026. Our recent football carnival in Kolkata, which brought together over 1,100 fans, performers and celebrities, further reflects how we are bringing entertainment experiences closer to audiences through their shared cultural passions. Our 99 Pujo campaign is another step towards making Bengali entertainment more easily available to audiences during the festive season. This focus on accessibility also extends to the platform experience, as we work to make the platform easier to navigate, improving content discovery and creating a more seamless viewing experience across devices. The idea is to continue to strengthen premium Bengali entertainment such that we can strengthen the content and product experience for audiences in the market.
How does Pujo Live, in collaboration with FD Block Sarbojanin Durgotsab Committee in Salt Lake, help build brand affinity and retention beyond streaming?
For Bengalis, Durga Pujo is about much more than the festivities. It is about community, familiar traditions and the experience of celebrating together. Pujo Live gives ZEE5 a way to be part of that experience, even for audiences who cannot make it to the pandal or are celebrating away from home. Having undertaken the initiative before, we have seen encouraging audience response and engagement, and our collaboration with the FD Block Sarbojanin Durgotsab Committee in Salt Lake allows us to build on that connection.
Through live pandal streams, festive programming and community activations under #AmarBhashaAmarGolpo, we bring these celebrations to audiences across locations. This engagement also extends to our 99 Pujo campaign, which strengthens ZEE5’s presence during the festive season. By combining cultural initiatives with Bengali entertainment on the platform, including the Pujo premieres of Keu Bole Sokal and Keu Bole Biplobi, we connect with audiences through both the traditions they celebrate and the stories they watch. For us, the value lies in connecting with viewers around something that is already meaningful to them. It allows ZEE5 to be part of how Bengali audiences celebrate their culture and traditions, strengthening our relationship with them beyond the stories they watch on the platform.
