Subhash Chandra, head of Essel Group which controls the Zee cluster of channels, is launching 3 dedicated ‘wellness’ channels.

Essel’s Living Entertainment launched last year, and will now roll out three new, and health-based, channels this autumn. Living Zen is the first, which is targeted to launch on August 1st. Later will come Living Travelz, as will Living Foodz.

“We should be launching Living Zen around August 1st. Looking at happiness as the key positioning, the channel will be dedicated to health and wellness. This genre of channel does not exist in India,” Zee Living India APAC CEO Piyush Sharma told India’s TelevisionPost.

The brief is to produce channels and programming that appeal to viewers but will also bring in advertising support. Food advertising accounts for some 50 per cent of Indian on-screen publicity.

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