Zee News seeks to catalyse viewers with 'Soch Badlo, Desh Badlo' positioning

The journey from 'Zara Sochiye' to 'Jazba Soch ka' to 'Soch Badlo, Desh Badlo' has been a consistent one for the channel in its effort to change people's thinking

BestMediaInfo Bureau | Delhi | January 14, 2013

Change is the eternal constant that brings fresh perspective and initiatives. In its quest towards purposeful change, Zee News has decided to move a step further with its new philosophy 'Soch Badlo, Desh Badlo', where it balances thoughts and positive actions.

The journey from 'Zara Sochiye' to 'Jazba Soch ka' to 'Soch Badlo, Desh Badlo' has been a consistent one for the channel, according to Alok Agrawal, CEO, Zee News Limited, who terms this exercise a step to take the channel's philosophy forward. “The channel has always aimed at probing, practising and initiating new thoughts and actions for a positive future, one which is in line with the thoughts of the buzzing democracy that India is today,” said Agrawal.

Through this fresh initiative, Zee News not only asks people to have consistent and positive thoughts but also to go ahead and take affirmative action. It is a more participatory and mutually contributory journey that the channel is undertaking with its viewers. The channel believes that the viewers should move beyond the stage where they were mute spectators to being participants and precipitate change.

Alok Agrawal

Agrawal said, “Soch Badlo, Desh Badlo is the right step towards what we had set out to do with provoking the nation's thinking and in trying to be a catalyst in transforming India and its society. We will strive to ensure Zee News engages with our viewers more and translate our views into various actions with the public at large to bring in positive, perceivable change.”

“Everybody talks about change and blames the system but nobody does anything about it. With this initiative, we will try to make people change their attitude because change starts with you,” Agrawal explained.

On the expected impact of this initiative, the Zee News CEO said, “We are in the business of ideas. We are putting our effort to bring a positive change in society. We have taken this initiative on-ground in the last three weeks and the response so far has been phenomenal. We will reach out to our target audience through various marketing activities in the ensuing future.”

On the success of this operation change – triggered by the recent interview of the friend of the Delhi bus gang-rape victim who finally died – that captured almost 28 per cent share across all categories of News channels (Source: TAM Wk 1, 2013, CS 15+, HSM, Fri 8 PM -Sat 12 AM, Share in 11 Hindi & 6 English News channels), Agrawal said, “We will continue to do free and fearless journalism which brings out the truth and forces people to think about their actions. Operation Change has brought changes to some extent.”

On the way ahead, Agrawal said, “Besides the fact that Zee News is always about pure news content, you will see a lot of changes in our overall editorial stance including programming and look and feel in coming days. We will also have a lot more viewer engagement initiatives with on-ground activities.”

Info@BestMediaInfo.com

Info@BestMediaInfo.com