Zee’s Big Bet: Money with Fans Engagement through Live Events

Mumbai: Zee Entertainment Enterprises Ltd (Zeel) is shrinking live events and original intellectuals (IPS) to turn its merchandise display into one ₹Zeel Advertising Revenue Chief Growth Officer Ashish Sehgal on the next fiscal revenue stream of 200-25 billion Mint In the exclusive interview.

The company has built a deep library of local entertainment brands and now repositions them as a full-fledged 360-degree platform that integrates TV, digital and ground activations to attract deeper audiences and brand engagement.

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Over the years, Zee’s IPS – from sa re ga ma pa and Dance Indian dance arrive Zee Cine Award– Develop loyal followers and help the network build lasting cultural influence. However, the company said their full commercial potential is largely untapped. This is changing.

“For years, we were the only network that created the original IP from scratch, while others were basically adapted to the international format,” Sehgal said. “These IPSs helped us build deep emotional connections with our fans and create stars. But their intrinsic value has never been fully monetized. That’s what we’re going to unlock now.”

Zee currently organizes 40 to 50 ground events each year, from small town fan activations to large awards and concerts.

Sehgal said these people are now reimagined as multi-platform experiences that are not just brands that offer brands, but are visibility on the ground, digital amplification and immersive consumer interactions.

“Today’s brands need more than just ratings. They want to reach, relevance and experiential touchpoints,” he said. He added that high-profile properties such as the Zee Cine Awards offer “a brand wipe that is as strong as the Indian Premier League (IPL).

Zee’s “Fans First” script

One of the biggest changes is the focus on fan-driven engagement. Zee Cine Awards is now 23 years old, with a theme of “Fever Entertainment” and a redesigned trophy and deeper audience engagement.

“We are the first to launch the Audience Choice Award in India, putting fans in the center. Now, we hope to take further action by directly accessing the stars in the ground fan engagement program.” Even the new trophy design will reflect the shift, with symbolic hearts formed by fans and celebrities during the event.

If the format resonates, Zee plans to copy it on another IP. Its regional characteristics include sa re ga ma pa (made in six languages), Weekend with Ramesh (Kannada) and Chala Hawa Yeu Dya (Marathi) – Already the highest in its segment.

Sehgal said Zee Gaurav Puraskar, the leading film and drama award in Maharashtra, will expand from both markets with a new South Indian version.

“We are also starting to invest in South Indian films, a move that will help build stronger local connections and brand associations,” he said.

New business model

Once reduced by high costs and uncertain returns, live events are now at the heart of Zee’s strategy. The network is resuming massive conclusions for its popular reality shows, turning them into an immersive, high-energy experience with dual purpose: increasing talent visibility and providing brands with high impact, physical touch points.

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These events also fuel repeatable digital content, thus extending its shelf life on Zee’s platform. “Other than movies, only IP-driven content has repetitive value across platforms,” ​​Sehgal said. “This helps us further expand our brand message.”

He added that monetization is no longer just event sponsorship. Zee offers integrated branding packages that combine elements such as brand content, celebrity endorsement, fan interaction and extended digital promotion.

“It’s no longer just buying FCT (free business time). A curated, aspiring environment drives deeper engagement and a better ROI,” he said.

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Zee has tried co-created brand content, woven product launches and IP-driven activities in brand campaigns, especially during high-consumption festivals like Durga Puja.

With these expanded revenue streams, Sehgal believes ₹The target range of 200–25 million goals is very high. “Our IPs are no longer performances, they are mature platforms.”