Television

Zee 24 Taas repositions itself as youth centric

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/tv-images/2014/02/04/Zee24_logo.jpg?itok=Qny1ZETs

MUMBAI: It is not just politicians who are looking to grab the attention of India’s large young population. News channels too are reorienting their programming to enhance receptivity among the younger lot.

A few months ago, Zee Media Corporation’s (ZMCL) national Hindi news channel Zee News introduced its campaign ‘Ab Khabar Aapke Rangon Mein’ targeting the Gen Y of the country. Now, it’s the turn of Zee Media’s Marathi news channel Zee 24 Taas.

Starting today, the channel is on air with a complete makeover to its look, feel and positioning as well. With an improved tagline ‘Raha ek paul pudhe’ (stay one step ahead), Zee 24 Taas is repositioning itself to suit an audience of 15 to 45 years as compared to its earlier target group of 25 to 45 years.

Nearly half of India’s population is in the age group of 15 to 45 years. ZMCL CEO Alok Agrawal says, “With the advent of digitations, researches have shown that viewers are setting up new priorities; therefore it has become imperative to refurbish the brand. Backed by Zee Media Corporation Limited’s core philosophy to innovate in order to stay ahead, the new look of Zee 24 Taas is a step in the right direction. We are confident that the new identity will be applauded by the viewer which is rich in content and vibrant in look.” 

“The positioning is ‘action oriented’ because that is what the youth is interested in today. Rather than focusing on long news and discussions, we are keeping it short with more visuals. The youth wants to know how the news will benefit them in their lives,” says Zee 24 Taas business head Bhushan Khot.

Over the weekend, a series of programs under the tagline will be introduced to help youngsters know about how to move up in life. An election show began last week called Whats Up India to understand the younger generation’s perspective. Major colleges in Maharashtra are being visited for the show.

There is increased competition among news channels. News consumption in Maharashtra also happens in English and Hindi. “Today our competition is not just restricted to Marathi language (news channels) but the overall news genre. Our aim is to make the entire channel strong onscreen as well as digital and at the same time reflect the aspirations of the young Marathi audience,” says Khot.

Additionally, viewers can also catch Zee 24 Taas live on their mobile phones via Android, iOS and Blackberry apps through Ditto TV. Zee 24 Taas will later become a subscription services, after initial free preview for a month.

Zee 24 Taas has refurbished its studio and a stylist has been hired to give new looks to its anchors in addition to requisite training. The online and offline graphics have also been modified by an inhouse team. Zee 24 Taas editor-in-chief Uday Nirgudkar says, “We are re-launching the channel to fine tune our self to reflect on the changing needs of viewers. We have always been viewer focused & viewer centric hence our new offering will be more qualitative and focused.”

“We are trying to tell the audience that the language is Marathi but its look and feel is at par with any other channel,” adds Khot. The language the anchors use will also undergo a slight change with shorter sentences being the goal.

The marketing campaign to promote the new look will break across the state on 6 February, with print and outdoor and followed up on radio and TV next week.

Print ads will be visible in the newspapers DNA , Loksatta, Mumbai Times, Lokmat, Sakaal and others. On the digital front, banners and text ads will be seen on Google display network sites and Facebook.

The promotional jingle for TV and radio has been composed by noted Marathi singer and writer Saleel Kulkarni. The 20-day long campaign created by Draftfcb Ulka will see about 150 outdoor spots being adorned, with most of them being bus shelters, bus panels and hoardings in Mumbai, Pune and Nashik. The radio jingle will run across Radio City 91.1 FM, Radio Mirchi 98.3 FM, Red FM 93.5 and Big 92.7 FM.

Sources say the cost of the entire rebranding exercise would be approximately Rs 15 million with nearly 80 per cent of it being spent on marketing itself.

For the third quarter ended 31 December 2013, the channel had a viewership of 21.3 million (Source: TAM, CS 4+, All India, Q3 Average Monthly Reach).

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/20/hul%20%281%29.jpg?itok=RZX0thii
Online, music cos.enter top 10 TV advertisers list in week 2 of 2017

The first week of 2017 saw an all FMCG hold over the top 10 television advertisers list in terms of ad insertions as per BARC data. The total number of television ad insertions by the top10 brands in week 1 of 2017 (Saturday, 31 December 2016 to Friday 6 January 2017) was 268,323 as per Broadcast...

Television TV Channels Viewership
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/20/Sun%20TV%20%281%29.jpg?itok=PP6ytKhV
Sun TV to air Nandini on four GEC channels

Sun TV Network is set to launch its magnum opus fiction Nandini on all its four south Indian GEC channels, namely -- Sun TV, Gemini TV, Udaya TV and Surya TV from 23 January.

Television TV Channels Regional
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/20/vikas-khanchnadani%20%281%29.jpg?itok=x-8QnjSF
RBNL ex-CBO Khanchandani joins Arnab's Republic

Vikas Khanchandani former RBNL chief business officer has joined Republic as the chief executive officer. With over two decades of working across ad sales, digital, television and media technology, Khanchandani will play an integral role to grow Republic as an independent media tech company.

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/20/zeel%20%281%29.jpg?itok=cqlzQ-tv
Broadcasters bat for parity with print medium under GST

The Indian Broadcasting Foundation (IBF) today urged the government to level the playing field under the proposed GST regime for “all mediums”, including electronic, radio and print, as businesses across sectors had taken a hit due to demonetisation of high value currency notes November last.

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/20/alibaba.jpg?itok=l-4J-9ON
Alibaba starts Olympic run with a multi-billion $ sponsorship deal

Chinese e-commerce giant Alibaba Group yesterday started its Olympic run by signing a multi-billion dollar multi-year deal with the International Olympic Committee (IOC) to become the official `Cloud Services’ and `E-commerce Platform Services’ partner, as well as a Founding Partner of the Olympic...

Television TV Channels Sports
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/20/pesha-bajrao.jpg?itok=ciXGnCnZ
Sony Entertainment launches historical series 'Peshwa Bajirao'

MUMBAI: Sony Entertainment Television is bringing to television viewers the glorious life of India’s only undefeated warrior/commander -- Peshwa Bajirao, his unconventional ways, his principles in life, his passion and his ideologies.

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/20/NP-SINGH-DANISH-KHAN-800x800.jpg?itok=X4ORURUi
Sony Entertainment TV plans to expand its early prime time to 6pm

MUMBAI: With the launch of its new offering Peshwa Bajirao, Sony Entertainment Television has entered the 7.30 pm time slot. The channel has expanded its prime time to 7.30pm, and plans to expand it further to 6pm time band in coming 12-18 months. Speaking to Indiantelevision.com, Sony Pictures...

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/19/miss%20%281%29_1.jpg?itok=x_7NkjRo
Miss Universe 2016 to air on Zee Café live from Philippines

After the success of stunning events such as Miss World 2016 Live and Victoria’s Secret Fashion Show, Zee Café, the ultimate English GEC brings to its viewers yet another -global event, Miss Universe Live this January, 2017.

Television TV Channels English Entertainment
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/19/naagin%20%281%29.jpg?itok=dmJsHL_0
Colors leads BARC week 2 Hindi GEC (U+R) market

Naagin’s magic continued to make Colors the number one channel in Hindi GEC (U+R) even as Star Plus led the genre in the Urban Hindi GEC market. In Rural Hindi GEC market, Rishtey topped the chart again this week, according to the Broadcast Audience Research Council (BARC) all India data of week 2...

Television TV Channels Viewership

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories