NEW DELHI: Zee News Ltd. has launched its Marathi news channel Zee 24 Taas as part of a "region-specific strategy." This is the country's first 24-hour news channel in Marathi.

Says Zee News Ltd managing director Laxmi Narain Goel, "The news businesses of Zee group have had a history of 'firsts'. Zee News is the first 24-hour Hindi news channel, Zee Business is the first 24 hour Hindi business channel, and now Zee 24 Taas continues the tradition by becoming the first 24 hour Marathi news channel."

Adds Zee News chief executive officer Harish Doraiswamy, "The launch followed careful thinking and a whole slew of researches in the market. Obviously, our understanding of Marathi viewer preferences through our experience of Zee Marathi helped us a great deal. I am sure the channel's content and its presentation will appeal to the discerning Marathi audience."

Zee Network chairman Subhash Chandra had announced the launch of Zee's Marathi news channel at the Zee Gaurav Awards on 5 February. The channel is already a strong player in the GEC with Zee Marathi.

Zee News Ltd. is building a cluster of news, current affairs and regional channels. The company's offerings include Zee News, Zee Business, Zee Marathi, Zee Bangla, Zee Punjabi, Zee Gujarati, Zee Telugu, Zee Kannada, 24 Ghanta and now, Zee 24 Taas. It also provides news and entertainment content to Zee in USA, Europe, Africa, Middle East and Asia Pacific, the company said in a statement.