The statement, quoting Zee news group director Laxmi Goel, says, "The whole new experience is aimed at communicating urgency, intensity, importance, and contemporariness, while being cutting edge. The main colour theme of the new look is red, green and blue, which is represented as a colour bar which appears below the logo in the channel identity. The red colour, which is also the logo colour, denotes the vibrancy and directness with which the channel approaches news. Green and blue will be the theme colours for the business and sports news."

The new look, first reported by indiantelevision.com last month, is the culmination of a month-long effort where external consultants worked with in-house people to create the right effect. A stylist has also been at work to give the anchors the right look, the statement says.

In addition, interactive activities including a reality quiz and a daily opinion poll are being launched in January.