Zee English to sport an all-international look

MUMBAI: While Star World decided to go Indian, Zee English will be looking westwards to get the rating register ringing. As of Friday (postmidnight tonight), 30 May, the English entertainment channel will be sporting a new look and packaging.

According to an official release, the channel will don a new international avatar. Along with an interesting line-up of programmes, the channel has roped in various international models to give it that 'international' feel.

Claiming to be one of the highest viewed in India with a line-up occupied top slots in ratings charts across the World, Zee English plans to showcase aesthetic on-air packaging and exciting promos.

According to the Zee English and Zee MGM Business Head Ashvini Yardi: "We were working on the look of the channel for some time now. The viewer interface with the channel has to be in tandem with the programme attributes and this has been our attempt here. The overall effort was to reinforce the international feel and premiumness of the channel."

The channel has in past six months introduced four new shows, Will and Grace, Mind of the Married Man, She Spies and Six Feet Under. While the original big tickets like Friends, Sopranos, The West wing, Mad about You, Seinfeld and Full House are still giving the channel the required fillip, says the release. Also a part of the international look, the channel will telecast the Miss Universe live from Panama City on 4 June 2003. The promos along with specials on the contestant from India Nikita Anand are already being aired.

The emphasis will not only be on the programming strategy and the promos, the channel has planned an complete makeover that will be visible in all daily bands, menu cards, end plates, mini id's and station id's. With help of the attractive, high-impact on-air packaging and promotions coupled with the new look, the channel plans to create, reinforce, differentiate and capitalize on the channel's brand equity, adds the release.

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