Mumbai: Zee TV, the pioneer of satellite television in India, has long been at the forefront of revolutionising TV viewing since its inception in 1992. The leading Hindi GEC has captivated audiences with vibrant narratives that reflected their realities, mirrored their soul-speak and captured their imagination through diverse storytelling.
From the iconic family comedy Hum Paanch and campus dramas like Hip Hip Hurray to historical epics such as Jhansi Ki Rani and Jodha Akbar, Zee TV has consistently pushed boundaries with diverse content. Whether it was path-breaking love stories like Pavitra Rishta, Qubool Hai and Kumkum Bhagya where the channel introduced characters that were agents of change or thrillers like Zee Horror Show and Fear Files, Zee TV has offered something for every family member. The channel also sparked conversations with thought-provoking social dramas like Punar Vivaah, Agle Janam Mohe Bitiya Hi Kijo and Doli Armaanon Ki, while it carried forth its legacy of celebrating the talent of India’s common man through homegrown reality shows such as Dance India Dance and Sa Re Ga Ma Pa over three decades. With the media and entertainment space at an exciting juncture where there is an increased focus on understanding the consumer, Zee TV has undertaken a brutally honest self-assessment and embraced the need for closer viewer connection. To address this, the channel is launching 'Hamara Parivar,' an industry-first campaign designed to actively listen to and understand the audience's feedback. This initiative marks a significant shift towards engaging with viewers more directly and incorporating their evolving preferences into the channel’s content strategy.
Over the past four weeks, excitement around 'Hamara Parivar' has been building, with unbranded billboards featuring Sakshi and her family appearing across India and promos igniting curiosity across various media platforms. Today, the latest film unveils the campaign’s essence: Sakshi and her family will serve as the voice of the Zee TV viewer, engaging in direct conversations and sharing their thoughts and feedback with the channel’s creative teams. 'Hamara Parivar' features a rooted family from Uttar Pradesh, led by Sakshi, a dedicated TV critic and viewer. Sakshi and her family will break the fourth wall between shows to interact with the audience, moving beyond traditional campaigns to deeply understand viewer sentiments and integrate their feedback into the channel's content strategy.
Zee TV chief channel officer Mangesh Kulkarni said, “Hamara Parivar is a crucial milestone in our journey to heighten our connect with our viewers. As a channel that has always prided itself on having its finger on the pulse of its audience, we believe it is the right time to invest in a dynamic feedback mechanism to capture and act on real-time viewer insights more effectively. And the idea of having a family of avid TV viewers as the connecting link between us and our audience makes it that much more personal. Sakshi and Hamara Parivar will champion audience voices and funnel their sentiments to us, helping us select the right stories to tell and even course correct should any of our shows lose their grip over audiences. I urge all our viewers to participate wholeheartedly in sharing their candid feedback about our shows and characters so that we build a channel that we’re collectively proud of!”
ZEE CMO - content SBU + brand management Kartik Mahadev said, “Success for any brand hinges on its ability to evolve with its audience and the only way one can do that is by actively listening to them. As a broadcaster and a storyteller, the need to connect with viewers is greater than ever. In view of this, we are launching Hamara Parivar, a transformative initiative aimed at revisiting and revitalizing our content strategy by not just listening but truly understanding our viewers on a deeper level. The endeavour is to reach out to the entire addressable TV viewing audience (HSM) and seek their point of view across multiple touch points such as WhatsApp, email, website and social media. We are humbled by the thousands of responses we’ve already started receiving and overwhelmed by their love for the brand. By actively engaging with their honest feedback, we aim to get an edge to our content and ensure that it truly resonates with the needs of our audience.”
Viewers can connect with Sakshi and her parivar to share their thoughts on Zee TV’s content through various channels: email (sakshi@hamara-parivar.com), WhatsApp (+91-7400054474), the official website www.hamara-parivar.com and on Instagram pages @sakshi.hamaraparivar and @hamaraparivar1.
Zee TV’s 'Hamara Parivar' is not just a campaign; it’s a game-changing approach to content creation. By embracing and acting on honest feedback, Zee TV aims to consolidate its position as everyone’s favourite Hindi GEC, setting a new benchmark in the media and entertainment space.
