Overview

Engagement overview

Zee Entertainment Enterprises Limited, one of India’s leading media companies, prioritized scaling its digital content operations to support distribution across OTT platforms and regional channels. Recognizing the need for high-volume, structured publishing, ZEE focused on enabling a unified approach to content packaging, metadata management, and digital optimization.

In collaboration with TO THE NEW, ZEE established an integrated content operations model covering video editing, imagery, metadata, publishing, and monetization workflows. The initiative supported scalable content distribution, improved discoverability, and consistent engagement across its digital ecosystem.

Our client

Media & Entertainment
 India

Zee Entertainment Enterprises Limited is one of India’s leading media and entertainment organizations and among the largest producers and aggregators of Hindi programming globally. The company operates a broad network of television channels and digital platforms, supported by an extensive content library exceeding 1.2 lakh hours of programming. As digital viewership expanded, the organization continued to strengthen its presence across OTT and social video platforms to reach audiences across multiple languages and regional markets.

shows on tv

Business objective

ZEE TV defined strategic priorities to strengthen digital content operations, improve discoverability, and scale monetization across OTT platforms.

01

Enable a unified workflow for video editing, metadata management, imagery creation, and publishing

02

Strengthen content discoverability and audience engagement across digital and OTT platforms

03

Establish a dedicated content operations team capable of supporting 24x7 publishing requirements

04

Ensure content publishing and packaging adhered to metadata, platform, and conformance guidelines

05

Strengthen YouTube monetization through optimized content packaging and asset strategies

06

Scale daily publishing capacity to support high-volume output across all 12 regional channels

07

Maintain strict security compliance by operating within Zee TV’s on-premise security environment

08

Increase YouTube subscriber base through sustained content optimization and audience engagement strategies

Business solution

Zee TV enabled scalable and efficient digital packaging workflows to support high-volume publishing, improved discoverability, and consistent content delivery.

  • High-volume publishing workflows enabled to support daily packaging and distribution of 450+ videos

  • Content packaging processes implemented to ensure metadata accuracy and platform-compliant publishing readiness

  • Multiple content renditions created to improve engagement and extend content lifecycle across digital channels

  • Dedicated on-site operational model enabled to ensure secure, uninterrupted 24x7 publishing workflows

  • Platform-aligned publishing workflows configured to ensure consistent adherence to content and metadata standards

  • YouTube optimization strategies introduced to improve discoverability and drive sustained subscriber growth

  • Localization workflows enabled to support regional content packaging across 12 language channels

  • Monetization workflows implemented to improve revenue realization through structured content and reference ID management

Business impact

The initiative delivered measurable outcomes across content scale, engagement growth, and operational efficiency.

1.5Mn+ videos published and packaged across all Zee TV regional channels

12 regional channels supported with daily publishing of 450+ videos

45 minute turnaround time enabled for publishing primetime content consistently

35Mn+ YouTube subscribers achieved through sustained content optimization and audience engagement strategies

24x7 operations support maintained through a dedicated on-site team

100% adherence to Zee TV’s security guidelines through on-premise team deployment