“Competition does not mean enmity. We need to concur and grow with the industry together.”

The media and entertainment industry is a dynamic and ever-changing industry that encompasses a wide range of activities, from television broadcasting to film production, music, digital media, gaming, and content streaming. It plays a very significant role in the formation of cultures, information of people, and entertaining audiences across the globe. From the beginning of technology at an unbelievable speed, this industry has evolved from traditional to digital and on-demand services. This evolution has led to a more personalized and engaging experience, as well as an extension of accessibility to content by wider audiences. The industry is extremely competitive and innovative and reactive to shifting consumer needs, technological trends, and the demands of the global marketplace. It goes beyond mere entertainment and changes social mores, cultural exchange, and economic development. Somnath Malakar is a visionary leader who has more than 25 years of experience in his pocket. He is the CEO of Zee Entertainment for Sub-Saharan Africa and the Indian Ocean Islands, transforming the African entertainment landscape with innovation that delivered culturally resonant content to millions of households.

A Day in the Life of a Leader

As the CEO for the Africa region, Somnath oversees everything from what appears on-screen across multiple language channels to marketing strategies, revenue management, distribution platforms, and audited financial reporting. Every function reports directly to him. “The buck stops with me,” he says, underscoring his accountability for every aspect of the business.

Amidst many deliverables, Somnath has learned how to prioritize things just fine. “I have all the time in the world!” he quips, pointing out his ability to really focus on what matters most. He tries to keep the organization nimble and effective by judiciously delegating tasks and tackling urgent issues on the double. He encourages the same thought process in the team, building an environment of efficiency and minimal stress. Zee Entertainment is very innovative in its content and proactive in its approach. Where traditional broadcasting companies would have all their complexities at the heart of the company’s offerings, Somnath stresses keeping things simple and relatable.

“We never ran away from calculated risk-taking”, he explains. Such boldness, with the agility in responding to consumer needs, has been the reason behind Zee’s success and staying ahead of the curve. Content is so tuned to reach diverse audiences, and marketing strategies effectively communicate value propositions. Above all, Zee Entertainment never takes its audience for granted, a principle that has helped the brand reach 40 million households across the continent.

Motivation and Work-life Balance

For Somnath, work was a source of joy and self-fulfillment. “I feel at home when I am at work,” he shares. His passion in his role, along with the excitement of overcoming challenges, has blurred the lines between his personal and professional life. This helps him keep energetic with his travelling across different countries and with all sorts of people around. Despite the difference in his region’s time zone and others, he has adapted perfectly to balance out all his duties at hand. He feels his family made him achieve this during these challenging times of a role.

Over the years, Zee Entertainment has got so much recognition in Africa. In 2015, the company launched Zee World and Zee Magic. These were the first Indian telenovela channels dubbed into English and French, respectively. In 2020, Zee Alem emerged as the first Indian channel dubbed into Amharic for Ethiopia. Finally, in 2023, Zee Zonke became the first Indian telenovela channel to be dubbed into isiZulu, the most prominent language in South Africa. They are always either No. 1 or among the Top channels in the markets of the countries they are present in. In 2021, it became the first Indian media company to start producing content locally in South Africa and Nigeria. The company views more innovation, both linear and digital spaces, as an immediate prospect that should reinforce its very strong presence in the region.

Although these things, he concedes, are not central, Malakar admits how motivationally useful they are. “Acknowledgments give a badge to your effort and enforce a culture of innovation,” he notes. Yet the company is grounded, tied down by fulfilling obligations to the audience and the ecosystem. “If an award comes by, we are happy. If it doesn’t, we still move on,” he says. Somnath believes in building strong non-transactional relationships in the competitive industry. “Competition does not mean enmity,” he explains, taking the example of building equity in the marketplace, as the company respects and empathizes with its peers, and this collaborative mindset keeps growing the industry as well.

Words of Wisdom: Advice for Aspiring Professionals

Somnath’s advice to those who want to make careers in the entertainment industry is truly wise and inspiring. He always insists that change is a journey, and innovation at the same time is to successfully sail through it. Calculated risks, based on full-fledged research and information, are the basis for bold yet informed decisions. He stresses focus on purpose and values so that these stay above material achievements.

The development of emotional intelligence and empathy should be cultivated in professionals so they can meaningfully connect with each other. Diversity, equity, and inclusion must be championed at all times to make the industry vibrant and inclusive. Lastly, purposeful leadership that leaves good legacies both personally and professionally must be called upon by him.

According to Somnath, in the future Zee Entertainment would lead the charge in changing the face of the media landscape in that continent. With such experience in innovation from its beginnings of launching language-specific channels to producing local content the company is well-equipped to launch more groundbreaking initiatives in Africa. It is this commitment to the understanding and addressing of evolving needs of viewership that makes Zee Entertainment a big force to be reckoned with within the region. The ability to stick to the company’s core values while still embracing change makes it primed for even greater contributions in the years ahead.