ZEE5 bets on story over star power, says business head Lloyd Xavier

ZEE5's business head for Tamil, Telugu and Malayalam, Lloyd Xavier, said the streaming platform prioritises story strength and audience engagement over star power when acquiring content. In an interview with Cinema Express, Xavier explained that the company does not view its strategy as a choice between big-budget blockbusters and mid-budget films, but focuses on what each title adds to the Tamil ZEE5 ecosystem.

Xavier said festival films, such as Balan: The Boy which was showcased at Cannes, help with brand positioning and bring unique perspectives to audiences. He noted that strong storytelling can make niche films deeply impactful, and streaming gives them a wider audience. On pricing for third-party films, Xavier said commercial considerations are secondary to alignment with the platform's content proposition.

ZEE5 will launch new seasons of popular Tamil originals including Koose Munisamy Veerappan 2, Regai 2, Vilangu 2, Thadayam 2, and Sattamum 2, along with fresh original series. Xavier said Tamil ZEE5 is the only OTT platform in the region actively investing in homegrown storytelling rooted in Tamil Nadu's culture.