Zee World at 5: Are Nigerians still crazy about the channel?

When Zee World Africa channel was included as one of the new channels on DStv in February 2015, many Africans, especially Nigerians were excited. They saw the channel as a good alternative to the different African Magic channels, particularly people who were tired of those channels.

When the channel debuted, in almost every home, you will definitely come across someone who loves the channel and look forward to the different series in the evenings with so much enthusiasm. Hence, the channel became a household name among families and moviegoers across Nigeria.

Undoubtedly, the channel has been enjoying and is still enjoying a lot of attention and reception by Nigerians, especially among female viewers. It is quite understandable because 90 percent of the series being aired are with themes centered on love, family, and romance.

With the motto, “Extra Ordinary Everyday”, the channel premiered five interesting series immediately its launch, which included “The Promise”, “Destiny”, “Married Again” Lali and “Saloni”.

For five years, Zee World has debuted over 30 series each with its own unique storyline but somehow related to others. However, conspiracy, hatred, love, betrayal, revenge, and reincarnation are some of the things associated with these series.

The love of Zee World is so enormous that some loyal addicts opened Facebook groups that amassed a huge following from loyal fans and followers of this channel and its different series. Also, some individuals opened different Facebook groups for their favourite Zee World series, which is liked and followed by lovers of those series.

In these groups, the admin gives daily updates, upcoming series and they generally talk about their favourite actors, onscreen couples, and a lot more. These groups could be quite interesting, especially when loyal fans argue or quarrel with one another over these Bollywood stars, who do not even know they exist. Also, sometimes, the fan with the highest comment is rewarded. These groups really keep fans up to date on these series.

Recently, Zee World marked five years of airing in Nigeria. During the five years, the programme appeared to have accomplished a number of industry firsts. However, last year, audiences had the opportunity to enjoy “Mehek”, the first Bollywood produced series to ever feature actors from the African continent.

Mehek was recorded entirely in India and told the story of Eddie Gabela (Ndaba ka Ngwane), and his wife Leleti (Nomava Kibare), daughter Norah (Shonisani Masutha) and son, Dennis (Kamogelo Mogale).

The CEO of ZEE International Africa and Asia Pacific, Harish Goyal, during its 5th anniversary, noted that Zee World is undoubtedly a success story; as the continuous growth shows that they have captured a very important and loyal viewership. He promised that they will build on this by consistently providing innovative and engaging programming to their viewers.

Zee World is an English-Bollywood channel in South Africa, which launched on February 3, 2015, to serve the African audience. The channel, which is owned by Zee Entertainment Enterprises and has offices in Johannesburg, carries domestic programmes from India dubbed from languages into English.

One of the setbacks, however, was a time when some men didn’t want to see their wives watch Zee World channel because of how glued they became with every of their favourite series.

The craze for Zee World in Nigeria was so enormous that Nollywood produced a movie titled, “Zee World Madness’ in 2017.  The comic movie, which was all about the “madness” in Nigerian homes for Zee World was produced by Diamond Movies Ltd and directed by Mac- Collins Chidebe featured Racheal Okonkwo popularly Known as Nkoli Nwa Nsuka, Nonso Diobi, and others.

However, if you have been an adept fan and loyal follower of Zee World, then you would have noticed some downsides about their series.

But, the craze for Zee World is still there, though it may have plummeted for the following reasons:

• First, the series have similar theme – arranged marriage, extended family living together, family conflict, a daughter-in-law, who wants to bring innovation into the family, a mother-in-law who’s not pleased with her new daughter-in-law, a wife who is mistreated, family member, who wants to ruin someone in the family love.
• Sometimes, the lead character either loses their memory or dies, then, rebounded years later to take revenge on their killers.
• Every family has a female character, who wants to ruin the family and take over everything out of pure hatred or jealousy.
• The incessant year leaps.
• Dashing viewers hope by having tragic endings in some series. The latest was that of “Lady Luck.”
• Introducing new and unexpected twists when viewers think that a family has overcome all its challenges and will now live a peaceful life.
• It also extended series into numerous episodes due to unnecessary twist of events, and sometimes the introduction of new characters.
• And abruptly ending a series and bringing the continuation season months after.

Although, the channel’s main aim is to bring the best in entertainment to Africa, but have they really lived up to that? Does the Zee World craze still exist in Nigeria? How relevant is the channel right now? Are there moral lessons learnt from any of the series so far?

Let’s know what you think in the comment section, especially if you are a fan of this channel.