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From Abar Proloy to FIFA World Cup 2026: Zee 5 Bangla business head Rusa Banerjee reveals growth strategy
In an exclusive interaction with IBNS correspondent Souvik Ghosh, Zee 5 Bangla Business Head, Rusa Banerjee, discusses the platform's fivefold subscription growth, its expanding slate of Bengali originals, the role of AI and animation in storytelling, and its plans to connect with audiences through global sporting properties such as FIFA World Cup 2026. She also shares insights into Bangla Zee 5's growth strategy and priorities for the next two to three years. Excerpts...
Q. Bangla Zee 5 has seen significant growth. What has driven this momentum, and how do you plan to sustain it?
A. Our growth comes from understanding Bengali audiences while offering them something unexpected. Originals such as Bibhishon, Kaalipotka, Ganoshotru and Abar Proloy have helped us build a diverse catalogue. The fivefold subscription growth over the last year validates this approach.
Beyond entertainment, we connect with Bengal's cultural identity through initiatives around Durga Puja, football and the Bengali-language streaming of FIFA World Cup 2026. Our focus is to expand Bengali content, improve discovery and keep audiences engaged with the platform.
Q. How do established franchises such as Abar Proloy compare with the opportunity to launch new original series?
A. Franchises such as Abar Proloy and Abar Proloy 2 demonstrate how audiences develop lasting connections with familiar characters and story worlds. They allow us to deepen that engagement.
At the same time, new originals such as Prem Shots, Taarkata and Nibba Nibbi introduce fresh characters and perspectives. Our aim is to balance familiar stories with unconventional narratives and new creative voices.
Q. How does Bangla Zee 5 balance cultural authenticity with the need to explore new genres and unconventional narratives?
A. Cultural authenticity and unconventional storytelling can go hand in hand. Bengal has a rich storytelling tradition, and audiences appreciate narratives that challenge conventions. Originals such as Abar Proloy, Bibhishon, Kaalipotka and Ganoshotru combine local sensibilities with fresh perspectives.
Our understanding of Bengal's cultural identity also informs our investment in regional football properties and Bengali-language streaming of FIFA World Cup 2026.
Q. What role could AI and animation play in the future of Bengali content?
A. AI and animation open up new possibilities for presenting cultural narratives to contemporary audiences. Our AI-powered and animated offerings, including Garud - Ek Yodha Ki Gatha, Vikram Betal and Shiv Sati Ki Ek Anant Prem Kahani, reflect this potential.
Our KidZ offering also features animated stories across languages, including Bengali audio for Shivlok Ke Kundakka-Mandakka. AI can further improve content discovery. Our collaboration with Google Cloud on Zee 5 Clips uses AI to identify engaging moments from titles, helping audiences discover content.
Q. How do sports properties such as FIFA and Bundesliga fit into the broader streaming strategy?
A. Sports are an important part of our strategy to offer differentiated experiences. We have previously brought audiences the Zee Bangla Football League, live Calcutta Football League matches and the Bengal Super League.
FIFA World Cup 2026 and Bundesliga extend this approach by bringing premium global football content to audiences. Offering FIFA in multiple languages, including Bengali, helps fans follow the tournament in their preferred language while attracting younger and urban viewers.
Q. What are the biggest opportunities and challenges for Bangla Zee 5 over the next two to three years?
A. Our biggest opportunity lies in strengthening our connection with Bengali audiences through distinctive stories. Since launching our original-content journey with Abar Proloy in 2023, we have expanded our catalogue and are building on it with titles such as Prem Shots, Priyo Bondhu, Taarkata and Nibba Nibbi.
We are also bringing back popular properties Shwetkali 2 and Lalbazaar 2, alongside Osthir and Uppercut.
The challenge is not simply increasing content volume but ensuring audiences discover and engage with our offerings. Improving content discovery, accessibility, app navigation and viewer retention will therefore remain key priorities.
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