Just days after the launch of a fifth channel, Zee Café, in the UK, Zee Network has released details of a huge growth in subscriber numbers over the past few months. In the crowded South Asian TV market where multiple channels are vying for eyeballs, ZEE asserted its leadership position with the news that it has seen record-breaking growth in its UK subscriptions.

In the past few months itself, Zee has added more than 25,000 subscribers – an incredible and historic milestone. This is a testament to the network’s strong programming, which currently includes live and exclusive international cricket, smash-hit shows such as Dance India Dance, DID Lil’ Masters, along with must-watch dramas such as Pavitra Rishta and Jhansi Ki Rani.

The Zee Network bouquet in Europe now consists of six channels, with five in the UK. Zee TV, the flagship channel; Zee Cinema, the Bollywood movie and entertainment channel, Zee Punjabi, the Punjabi language channel, Zing, the music and lifestyle channel as well as Zee Russia across Europe catering to the Russian speaking market. There is also the eagerly-awaited new launch, Zee Café, which is attracting even more subscribers with a packed schedule of cricket, news, current affairs and Bengali and Marathi programmes.

Zee TV, Zee Cinema and Zee Punjabi are premium pay-TV channels and the continued growth in subscribers is demonstrative of viewers happy to pay to watch quality content. With more than 50 South Asian channels competing for the eyeballs of just 4% of the population, Zee dominates a fiercely competitive market.

“Obviously there are those viewers who are content with free-to-air channels, but these are neither our core audience nor the target audience of our advertisers. Zee attracts a more discerning viewer who wants more than your stereotypical soaps and dramas,” said Govind Shahi, Business Head, Zee Network, Europe.

Zee has continued to invest heavily in content and marketing and its recent association with mainstream events such as the Ideal Home Show is proof that it remains in a league of its own.