Zee Entertainment unveils new brand identity, bets big on content-tech integration

EE Zee Entertainment Enterprises Ltd (ZEEL) has announced a significant strategic revamp, repositioning itself as a "Content and Technology Powerhouse" to drive future growth. The move signals the company’s shift towards tech-led entertainment delivery and a renewed focus on immersive consumer experiences.

At the ZEE Cine Awards 2025, CEO Punit Goenka unveiled a new brand identity that blends the company’s three-decade legacy with ambitions of a digitally enabled future. Zee’s rebranding includes a fresh visual design, updated brand architecture, and a new corporate promise, “Yours Truly, Z,” aimed at strengthening audience and stakeholder engagement.

The company’s refreshed brand pillars now include a purpose “to enrich lives through extraordinary moments,” a vision “to drive positive change through purposeful entertainment,” and a mission to “consistently create value through world-class infotainment platforms”, the company said in a statement. These will guide Zee’s growth and operational strategy going forward, with an emphasis on integrating emerging technologies across content creation, distribution, and monetisation, the statement added.

All of Zee’s channels and digital platforms will roll out the new brand identity on June 8, coinciding with the televised broadcast of the ZEE Cine Awards.

The transformation comes at a time when Indian media companies are under pressure to innovate amid changing consumer habits, rising OTT penetration, and intensifying competition. Zee’s repositioning is expected to enhance its agility in a rapidly evolving entertainment landscape.

Despite ongoing challenges, Zee Entertainment remains one of India’s largest media networks. According to data from its official website, Zee reaches over 733 million users, including more than 153 million broadcast viewers and 345 million digital visitors. The company reports over 1 billion monthly unique visitors across platforms. In FY24, Zee commanded a 17% share of India’s television network market and generated over ₹9 billion (₹9 crore) in revenue from its digital arm, ZEE5, according to Statista.

In Q4FY25, the company reported a sharp rise in its consolidated net profit that reached ₹188 crore, up from ₹13.4 crore in the corresponding quarter last year. Consolidated total income for the quarter rose marginally to ₹2,220 crore from ₹2,185 crore in Q4FY24. The company declared a dividend of ₹2.43 per share.

However, advertising revenue remained under pressure. In Q4FY25, ad revenue fell to ₹837.5 crore from ₹940.6 crore in the previous quarter. For the full year, it declined to ₹3,591.1 crore, down from ₹4,057.7 crore in FY24. Zee attributed the drop to a weak macro advertising environment, the postponement of the ZEE Cine Awards, a packed sports calendar, and a high base in Q4FY24. Domestic ad revenue declined 27% YoY for the quarter.

On the other hand, subscription revenue saw steady growth, rising to ₹3,926.1 crore in FY25 from ₹3,666 crore in FY24, driven by gains in both linear TV and the company’s OTT platform, ZEE5.

“The fiscal encompassed several action-oriented steps that led to steady growth and gains on the balance sheet. I'm pleased to share that the company is witnessing considerable progress year-on-year across key aspects, including a clear margin improvement, substantial reduction in ZEE5 losses and robust cash generation across businesses,” said Goenka during the earnings call of Q4FY25.