Zee Punjabi was launched to cater to one of UK's largest South Asian community, the Punjabi speaking community in 2002 under the original name of Alpha ETC Punjabi. It was rebranded to Zee Punjabi in 2008 keeping the same sentiment and flavour of entertainment attached to the original channel. Zee Punjabi has captured the hearts of this very dominant community in the UK over the years and is still one of the oldest and most popular Punjabi channels in the UK.
The channel addresses specific needs of the Punjabi community through its innovative programming. Live discourses from prominent and historical Gurdwara's in India, devotional programmes, family centric dramas, comedy shows, blockbuster Punjabi movies, traditional music and popular Bhangra music shows and Punjabi news all feature the rich culture of the Punjabi speaking community.
Zee Punjabi remains the UK's only Punjabi general entertainment channel. Zee Punjabi's tagline 'Apni Boli, Apna Maan' echoes the sentiments of the community. The channel offers varied content – dramas such as Apne Begane and Chadhya Chand Samudron Paar, travel documentary Sadde Pind Rab Vasda, popular Punjabi films Munde UK De, Ji Aaya Nu, Nanak Dhukiya Sab Sansar, Des Hoyaa Pardes and devotional programme Ek Onkaar amongst others.