(Nov 14, 2013) In July, Zee Entertainment, one of India’s largest broadcasters, adopted a new philosophy and tagline: Vasudhaiva Kutumbakam, the world is one family. It comes after the company made a strategic shift last year when it set its aim to become a global broadcaster reaching out to a billion viewers by 2020 from 700 million now. By then, it also hopes to get over a third of its revenues from markets outside India. “We have achieved 65 per cent penetration with the South Asian diaspora, but the second and fourth generations are not as connected to India,” says Punit Goenka, managing director and CEO, Zee Entertainment.
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