Malayalam audiences shaped by constant exposure to high-quality storytelling: Zee5's Lloyd Xavier

Streaming platform ZEE5 is shifting its focus towards a hyper-local, "language-first" approach in the Malayalam market, moving away from a traditional "pan-India lens" to better resonate with its audience. According to Lloyd Xavier, Malayalam and Tamil Zee5 Business Head & SVP South Marketing Head, the platform now treats each language as a distinct ecosystem with its own cultural context and storytelling sensibilities. The strategy for Kerala is particularly nuanced, driven by an audience whom Xavier described to Mathrubhumi as "highly exposed" and "critically discerning".

Here are edited excerpts from an interview:

Since assuming the role of Senior Vice President – Marketing and Business Head (Tamil and Malayalam) at ZEE5, what have been your primary focus areas?

At ZEE5, our focus across Tamil and Malayalam has been to build the platform as a language-first destination where content decisions are shaped by cultural context rather than scale. We treat each language as a distinct ecosystem, with its own audience behaviour and storytelling sensibilities. In Tamil, we have been the pioneers in delivering high-intensity content; some of the titles that have done well for us include Auto Shankar, Fingertip, Sattamum Neethiyum and Regai, amongst the rest.

In Malayalam, our approach is informed by a highly evolved cinematic culture, leading us to curate strong theatrical titles including Prince and Family, JSK, Sumathi Valuvu, Pet Detective, Dominic and Ladies Purse. Across both markets, the intent is clear: ZEE5 must feel culturally rooted and purpose-built for the language audience, not adapted through a pan-India lens.

What has been the audience response to ZEE5’s rebranding conducted in June this year?

The audience response to ZEE5’s rebranding in Tamil and Malayalam has been encouraging because it clearly reinforces our language-first commitment. In Tamil, the refreshed brand has strengthened this association by clearly signalling what viewers can expect from the platform.

In Malayalam, we have received an equally strong response, particularly around our focus on quality post-theatrical releases that allow audiences to revisit recent, culturally relevant cinema on their own terms. This has reinforced ZEE5’s role as a trusted extension of the theatrical ecosystem rather than a parallel alternative.

The brand refresh to “Namma Mozhi. Namma Kadhaigal” in Tamil and “Nammude Bhasha, Nammude Kadhakal” in Malayalam has sharpened how audiences perceive ZEE5 in the South: as a platform that respects language identity, values storytelling credibility, and is deeply invested in serving each market with clarity and intent.

What is the content strategy for Kerala region comparing to HSM? How is the strategy different from Pan India approach? & What is your key content strategy for Kerala market?

The Malayalam audience is highly exposed, critically discerning, and engages with a strong theatrical ecosystem where a new blockbuster emerges almost every month. Hence, the audience is highly familiar with a good craft, and this makes our job even tougher compared to any other language. Instead of scale-driven programming, we focus on precision, craft, and narrative depth. This reality shapes how we commission content, the genres we back, and the creative voices we collaborate with.

Our aim is to build a distinct, self-sustaining Malayalam ecosystem on ZEE5 that feels contemporary, authentic and culturally resonant.

With numerous OTT platforms offering Malayalam content, how is ZEE5 differentiating itself in this competitive landscape?

ZEE5 differentiates itself in the Malayalam market through deep cultural penetration. Our focus is not limited to acquiring or commissioning Malayalam titles, but on understanding how stories are consumed, discussed, and valued across different parts of the state, including markets beyond Kochi, Thiruvananthapuram and Kozhikode.

Malayalam audiences are shaped by a strong theatrical culture and constant exposure to high-quality storytelling. This demands that our content choices demonstrate credibility and cultural alignment. Through carefully curated post-theatrical releases and selective originals, we position ZEE5 as an extension of Kerala’s cinematic ecosystem rather than just another OTT destination.

What new offerings or experiences can Malayalam viewers look forward to from ZEE5 in the near future?

Malayalam viewers can look forward to a broader and more diversified content slate on ZEE5 in the coming period. Alongside new original fiction series, we are expanding into non-fiction formats, animation-led content, and a stronger mix of curated films to cater to evolving viewing preferences across age groups. We are also working on new original series such as 'Once Upon A Time in Kayamkulam', which reflects our intent to explore fresh narrative spaces while remaining rooted in Kerala’s cultural context. This diversification allows us to serve different viewing moods and moments without compromising on storytelling quality.

Overall, the focus is on building a well-rounded Malayalam ecosystem on ZEE5, offering audiences more choice, sharper formats, and content that feels relevant, contemporary, and culturally aligned.