Less than a year after Zee Entertainment CEO & MD Punit Goenka told MediaNama that the company would look at original content for Ditto TV "once the market develops and critical mass is available", the company is now looking to do original content. At that time, Goenka had said that Netflix's original shows "brought them marketing hype, but the actual consumption on Netflix is for content produced by broadcasters, who create hundreds and thousands of content a year, not just a few series," and "the actual consumption in terms of number of hours still belongs to the traditional creators of content." On May 10th, when asked again about how strategic original content is for the success of digital platforms, Goenka appeared to think about it a bit differently, saying "I think it is essential that you have some original content on the digital platform, whether it is only produced for digital platform or it is produced for multiple platforms is a question that one can ask. We will be investing in the original content for digital platforms, or what I like to call Digital-First content. The quantum, etc., again, we can talk to you about it in quarter two." He declined to comment on ALT Balaji's strategy, saying only that "Their content is pretty good." Zee isn't under pressure because of Amazon and Netflix according to Goenka: there isn't any kind of pressure on content cost because of an increase in demand (and possibly larger budgets) from the global distribution…
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