ZEE partners Bradford License India to unlock new growth from content IP licensing

As Indian media companies search for new monetisation avenues beyond advertising and subscriptions, Zee Entertainment Enterprises Ltd. (ZEEL) is looking at licensing and consumer products to unlock the commercial value of its content portfolio.

Bradford License India has entered into a partnership with ZEEL to develop licensing programmes around some of the broadcaster’s best-known entertainment franchises, signalling a larger push to transform screen-led popularity into long-term consumer businesses.

Under the partnership, Bradford will lead licensing and category expansion across segments including apparel, toys, stationery, publishing, gaming, gifting, FMCG, live experiences and lifestyle merchandise.

The portfolio includes children’s animated franchise Bandbudh & Budbak, dance reality property Dance India Dance, and Bangla fiction title Parineeta—content brands that already command strong audience recall across television and digital platforms.

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The move reflects a broader shift underway in India’s media and entertainment industry, where content owners are increasingly looking to extend intellectual property (IP) beyond viewership into merchandise, retail partnerships and immersive consumer experiences.

While global entertainment companies have long monetised content through licensing ecosystems, the opportunity remains relatively underpenetrated in India despite rising fandom culture, stronger digital engagement and growing demand for locally rooted entertainment brands.

“India’s entertainment content has created some of the most loved and culturally relevant characters and IPs that connect deeply with audiences across generations and geographical boundaries,” said Gaurav Marya, founder and chairman, Bradford License India.

Marya added that the company intends to build long-term licensing programmes with strategic partners to create sustainable brand ecosystems and bring audiences closer to the stories and characters they engage with.

For ZEEL, the partnership is also aimed at extending the lifecycle of its content assets while opening incremental revenue streams.

“Our robust content IPs have consistently demonstrated strong resonance with consumers across geographies and platforms,” said Mukund Galgali, deputy CEO and chief financial officer, Zee Entertainment Enterprises Ltd.

Galgali said the collaboration would help unlock the full commercial potential of these properties and support the development of a more organised licensing ecosystem in India.

With consumer engagement increasingly moving beyond screens, broadcasters are beginning to view IP ownership not only as a content advantage but as a scalable business opportunity across categories and formats.