The overall revamp of the channel is aimed at empowering, influencing and impacting the youth with the ‘Soch Badlo Desh Badlo’ message
BestMediaInfo Bureau | Delhi | November 20, 2013
The colours of Zee News have turned bolder, brighter and livelier to reflect the reality of life. Zee News has been revamped with a complete transformation with the new communication message of ‘Khabar Aapke Rangon Mein’. A 360-degree marketing campaign will be initiated to promote the new look and reinforce the reasoning behind the change of look, feel, programming and packaging.
With the focus on reaching out to the youth, in addition to its existing audience, the marketing campaign will concentrate on the change in the look, feel and presentation. News like truth is never in black or white; there are many more hues and shades to it and this would be communicated through the marketing campaign.
Zee News will continue to empower viewers with news that matters.The change in the look and feel is being bolstered with a fresh Fixed Program Chart (FPC), which has been designed keeping viewers in mind and focusing on what the viewer would like to see.
Gen-Y today is connected with the news medium through technology, and consumes instant information and news. With this new graphically soothing, clutter-free and contemporary look, Zee News will be reporting truthfully and fearlessly.
Programming throughout the day will consist of fast news, frequent news updates and other news formats that create a platter for all audience segments. The morning segment transits will be a well blended bulletin for a complete spectrum of people ranging from professionals to the homemakers. During afternoon, the focus will be on women and youth with the primetime being a buffet of debates, analyses and core news. Weekend and weekdays are planned with different viewing patterns. Features, infotainment programs along with news will be the essence keeping everybody’s viewing habits in mind.
With these changes in the channel’s programming, the marketing campaign will cover Print, Outdoor, TVC, Digital platforms including social media as well as the general online media.
Alok Agrawal, CEO, Zee Media Corporation, said, “The marketing campaign ‘Ab Khabar Aapke Rangon Mein’ has been conceptualised in a manner that it complements the revamp of Zee News. It elaborates the thought and philosophy behind the revamp across the various mediums. Various marketing activities will make the revamp of the channel impactful and help in reaching out to its target group especially youth.”
Rohit Kumar, Head - Marketing, Zee Media Corporation, said, “Under the theme ‘Ab Khabar Aapke Rangon Mein’, Zee News believes that news, like truth, is never black and white. Zee News has always been in the forefront of providing an essential platform in bringing behavioural change in Indian citizenship, especially youth. It strives to be an initiative to sensitize and encourage people to take adequate steps to change perception and more so for Generation Y.” He added, “The effort is to create new colours and a fresh look of bold, dynamic and modern India. Zee News is committed to carry on this campaign to reach out to its target audiences.”