By SONALI KRISHNA
Indiantelevision.com Team

MUMBAI: Zee Telefilms is working on a new recipe to take grip of the Telugu language market which has been traditionally under the dominance of Gemini TV and ETV Telugu.

Come 18 May Zee Telugu will adorn a a new avatar and focus on audiences that has not specifically been addressed by the other channels. The relaunch will see a shift in positioning - From the mass based general entertainment mode to an upwardly mobile and young milieu.

The new strategy will see Zee Telugu targeting the SEC ABC (15 - 34) group. Apparently, the Telugu space till date has no definite positioning from any channel, as they either offer mass based general entertainment or news based programmes. Now, Zee Telugu, with its redefinition of its TG, will try and capture a space where class programming will be offered.

"It will be a battle of "class Vs mass programming," points out a Zee official.

The vision is to have a definite positioning that can stand apart from what is currently being offered. To add momentum to its Telugu plans, Zee had appointed former ETV hand Ajay Kumar as senior vice-president and business head in February this year.