They are among popular characters on shows that air on the 40 channels and streaming services that Zee Entertainment operates.
Earlier this year, Zee launched Dilfluencer. The initiative tells advertisers that characters like Trinayani or Phulki are better influencers than some internet celebrity. Its pitch – these characters have a unique connect with audiences in small towns thanks to their presence in homes every night. Marico, Birla Opus, Finolex, and L'Oreal, among others, agree. Their products now feature in reels with Bhabiji and others on Instagram.
Think of Zee as part of a circle that houses the mainstream media with its professionally created programmes and films. In another circle sit Instagram, YouTube, Facebook and the sea of user-generated videos featuring everything from cats and dogs to rotis.
Dilfluencers sit at the intersection of these two circles. This column is not about Dilfluencers. That is just one, random, example. It is about the creation of that Venn space where mainstream and user-generated content intersect – and about the speed at which Zee, JioStar, Sony or others are able to expand it. That will determine the course of the battle between mainstream media and tech-media giants. Here's the context.
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