Mumbai, Sept 14: The rise of the digital world has disrupted the print industry. From real time news updates to Shakespearean literature, everything can now be read on a device that fits in one hand. Fewer people are buying newspapers and visiting libraries, while online journalism and e-books have exceeded expectations.

But one India-based media and entertainment mega-giant, ZEE Entertainment, is hoping to ‘flip the script’ by spreading love of the written word.

Launched in 1992, ZEE has earned a global recognition in its reign over the M&E industry for the past 25 years. As a global brand, ZEE entertains more than one billion viewers across the world. ZEE also enjoys a presence in 172 countries, offering a rich bouquet of 32 channels in India and 39 dedicated channels for the international markets.

In its two decade-long journey, ZEE has not just formed a family of millions of viewers, but has also enriched the lives of all the internal as well as external stakeholders, including the shareholders, bankers, investors, employees and business partners. The world-renowned media brand is always looking to acquire unique properties, so when discussions about a partnership with the Jaipur Literature Festival (JLF) arose, ZEE’s corporate team saw an opportunity for synergy.

“There is no replacement for literature. We here at ZEE Entertainment are always thinking outside-of-the-box. One of our key values is centered on a theme of originality,” said Sunil Buch at ZEE Entertainment. “The Jaipur Literature Festival was the perfect window of opportunity for ZEE to invest in something that is not only unique, but important – an event that will help us achieve our goal of spreading love of the written word.”

In turn, the mega-giant would help expand the literature festival in more ways than one. ZEE Entertainment partnered with Teamwork Arts, JLF’s production company, in 2014. In its first year of partnership, ZEE JLF earned recognition for its prominence among members of the lit community. The Festival spread its wings beyond the borders of India with an annual event in May in London.

“We are proud to have played a role in helping to bring the ZEE Jaipur Literature Festival to the United States,” said Sunil Buch at ZEE Entertainment. “The expansion aligns with our goals to expand our brand globally, as well as reuniting people with the written word. As a media company, it is our mission to help reunite people with literature and encourage them to put the pen to the paper.”

Today, ZEE JLF is described as the ‘greatest literary show on Earth’ and it is the world’s largest free event of its kind. Equity and democracy run through ZEE JLF’s veins, putting some of the world’s greatest minds, humanitarians, historians, politicians, business leaders, sports people and entertainers from all walks of life together under one roof.

This year’s program in Boulder, Colorado, will feature nearly 70 guest speakers, including high-profile guests such as Larry Pressler, former Congressman; Alberto Ruy Sanchez, writer and poet; Amber Cantorna, writer and LGBT activist; Amy Stolls, writer; Anne Hillerman, writer and journalist; Anosh Irani, writer; Anita Anand, writer and broadcaster; Irene Vilar, writer and activist; Ishaan Tharoor, journalist; among many others. To view the complete list, click here.

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