Zee 24 Taas Refreshed With New Programming

With the new programming from 17th August, Zee 24 Taas is all set to expand its prime time viewership base.

Rajat Arora | Delhi | August 18, 2010

The war in Marathi news channel space is all set to spur up. Zee 24 Taas, one of the most watched Marathi news channels has rejuvenated itself with a totally fresh programming. With the new programming from 17th August, 2010 the news channel is expecting to expand its prime time viewership base. Marathi news space is ruled by Star Majha followed closely by Zee 24 Taas and IBN Lokmat.

A multi-media campaign is also planned to promote the new shows.

Speaking to BestMediaInfo.com, Bhushan Khot, Business Head, Zee 24 Taas said, “Being the first and leading Marathi news channel Zee 24 Taas always tries to offersomething new in terms of news presentation, we have always been pioneer in this direction and competition follow us. The positioning of our channel Ek Paual Pudhe also means always one step ahead of others.”

When asked about the new USPs of new shows launched, Khot said, “Rokhtok is a special debate show taking up the biggest news of the day, whereas Metro news is about Mumbai, Pune & Nasik, Aajcha Maharashtra covers the news stories from small parts of Maharashtra. News Point is about the 3 major news of the day in 3 segments and Mumbai Fast focuses on news from Mumbai only.”

The content driven programming on Zee 24 Taas covers all genres, right from hard-hitting news to social service content, from politics to glamour and sporting events. “Aapla Shahar Aapla Awaaz” a 24 city LIVE activation, “Ananya Sanman” an honoring ceremony celebrating un-sung heroes of Maharashtra, and “State Summit”, a distinctive forum to discuss the growth plan of Maharshtra are parts of our few path breaking initiatives.

Zee 24 Taas created history by becoming the first 24-hour Marathi news channel in Maharashtra in February 2007. It is perceived as core Marathi news channel in Maharashtra and today, it reaches more than 9.5 million viewers across Maharashtra.

Zee 24 Taas enjoys 35-40% ad volume among all Marathi News Channels. And as per TAM data Zee 24 Taas is over all No 2 in Marathi news space whereas Star Maza is No1 overall and IBN Lokmat is No.3. Zee 24 Taas is No.1 in Mumbai (CS 15 -34 male as per Avg.TAM week 1-30).

Rajat.Arora@BestMediaInfo.com

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