Mumbai, July 18 -- To keep pace with fragmenting viewers and demanding advertisers, Zee Entertainment Enterprises Ltd (ZEEL) is rolling out a two-pronged strategy to rewire the rules of both storytelling and monetisation in Indian television. The broadcaster is expanding its regional television portfolio and launching a performance-focused advertisement platform that aims to deliver measurable return on investment (ROI).

The company is launching two new hybrid general entertainment channels (GEC), Zee Power in Kannada and Zee BanglaSonar in Bengali, under its rebranded identity, Yours Truly, Z. The move underscores Zee's bet on the regional markets, particularly in smaller towns, where traditional TV still commands strong viewership. Bot...