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ZEE5's Regional Language Content Strategy
EXECUTIVE SUMMARY This case examines ZEE5's strategic evolution from a Hindi-dominant OTT platform to a language-first, hyper-personalised streaming service. It traces how macro shifts in India's digital consumption landscape — rising internet penetration in tier-2 and tier-3 cities, a structural decline in Hindi's share of OTT viewership, and intensifying competition from both global giants and regional specialists — prompted a full-scale strategic repositioning formalised i
Mar 128 min read
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