MUMBAI: A restructuring took place at Zee Kannada in early June 2014 to ensure better management of operations. On the back of this, the Kannada general entertainment channel (GEC) has now embarked on a channel repositioning strategy.
The light blue logo of the channel has given way to a brighter red and blue. This will also be reflected in the on air graphics of the broadcaster including title cards and on screen presentation. The word ‘Kannada’ has been given a silver colour (earlier yellow). The change in the logo will soon be followed by a bunch of fresh programming that will reach out to the younger audiences between 15 to 34 years of age.
According to the channel, this age group contributes to 41 per cent of regional GEC viewership out of which Zee Kannada contributes only 26 per cent while others hold 51 per cent. The aim is to get better TAM ratings with this strategy.
The first show that has been launched in line with the channel refresh is Weekend with Ramesh. During the show one celebrity guest will be spoken to, each week to know about his/her nostalgic moments and life, small tasks as well as audience interaction. Apart from a few new launches slated for the upcoming months, current shows will also be slightly tweaked to appeal to the new audience.
There will be heavy dependence on on-air promotions to highlight the channel’s changed look. This will also be accompanied by a theme song. The channel feels that since blue is a dominant colour for all the Kannada News channels, Zee Kannada (which earlier had light blue colour in the logo) got merged with them. On the other hand GECs generally have a feminine colour scheme. The older colour, elements and packaging, according to Zee Kannada, were not very appealing to the viewers and so it decided to go in for vibrant colours, dynamic elements and a glossy look.
The Kannada GEC market is currently being led by Sun Network’s Udaya TV with Suvarna and ETV Kannada shuffling between two and three. Now, Zee has also pulled up its socks to move up from the fourth position.