Zee Media relaunches 'Zee Sangam' as 'India 24x7'

Turns its regional channel in UP into a national channel modelled on the concept of 'terrestrial entertainment', with comprehensive hybrid content ranging from news to entertainment

BestMediaInfo Bureau | Delhi | October 26, 2015

Zee Media Corp has relaunched its regional channel 'Zee Sangam' as 'India 24x7', a national channel modelled on the concept of 'terrestrial entertainment', with comprehensive hybrid content ranging from news to entertainment. India 24x7 commenced operations from October 24, 2015 and will manage its P&L separately. The national Hindi free-to-air (FTA) channel is helmed by Channel Editor Vasindra Mishra.

The channel aims to serve family entertainment, healthy viewing and distinctive news to upgrade its viewers to make informed choices rather than only news. To draw fringe audience on to the channel, anchors will play a key role. Their personality, styling and reliability will determine which audiences find resonance with the brand.

While the news genre is traditionally seen as largely an individual viewing space, India 24x7 wishes to create a family appointment viewing experience. Whiletraditionally, news genre targets male 35+ audiences, India 24x7 will attract different age groups and different gender skews. It will also address viewers who are young in terms of mindset and shared value. The channel will work on inventory of 12 minutes per hour.

Vasindra Mishra

Mishra elaborated, “India 24x7 will choose clarity over aggression, 'jankari' over sensationalism. It endeavours to offer 'distinctive news' as opposed to breaking newsor sensational news. With our family viewing objective, the flavour of coverage will focus on the positive side of every story and also enliven us through its entertainment quotient.”

He further said, “If you look at existing news programmes, you will find that majority of the news channels are busy proliferating negativity in the society as if there is no hope available for them. But, India 24x7 believes in hope. We will try to fish out hope even from the tragic incidents.”

The channel is available on major DTH platforms and local cable networks like Dish TV, Airtel, Tata Sky, DD Free Dish, Siti Cable, Fastway, Digi Cable, DEN, Hathway, In Cable, GTPL and other local cable networks.

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