Zee Media woos Rajasthan with Zee Rajasthan Plus

The network recently launched a dedicated channel in the states of Madhya Pradesh and Chhattisgarh.

The recently re-christened entity, Zee Media Corporation is making inroads with more region-centric news channels. About four-five months ago, the network launched Zee Madhya Pradesh Chhattisgarh, catering to the Madhya Pradesh and Chhattisgarh audiences. With another channel going on-air in Rajasthan, christened Zee Rajasthan Plus, the network has taken another step in the direction.

It is learnt that later, Bihar and Orissa will also get dedicated channels from the Zee Media stable.

The network plans to integrate many genres in one channel to bring 'something for everyone' on Zee Rajasthan Plus. The philosophy of the new channel revolves around - Meri Shaan Mera Abhimaan.

Alok Agrawal, CEO, Zee Media Corporation, says, "The new channel keeps in view the astonishing speed that Rajasthan is growing at and best exemplifies the new-found zeal, aspiration and resilience of the people of the state, coupled with the pride they have for their culture and traditions. With the addition of Zee Rajasthan Plus to our bouquet of channels, we believe we are filling a void in the viewing experience of our viewers in the state."

Interestingly, the new channel is not a core news channel. It is modelled on the concept of 'terrestrial entertainment channel', with comprehensive hybrid content ranging from national and local news, entertainment, music, and lifestyle features. With this addition, Zee Media is targeting the Hindi speaking audiences with a programming mix in Hindi and Rajasthani dialects.

The programming mix has genres segregated on the basis of time-slots - movies at 3 pm, sports time at 6:30 pm, Aapno Shahar Aapni Khabaran (news bulletin) at 7 pm, TV soaps like Jab Love Hua (aired on Zee TV in 2006) at 9 pm, Do Saheliyaan (that appeared on Zee TV in 2010) at 9:30 pm, weekend shows like Hukum Sa at 9:30 am, and Shaan-e-Marudhara at 7:30 pm.

The entertainment offering will have both fiction and non-fiction shows. The channel will also feature shows on travel, automobile, real estate, shopping, food and investments. Its news programming will have both half-hour shows and smaller news bulletins covering regional, national and international developments and will be fed by news bureaus, news representatives and crews at all major Rajasthani cities and towns going down to the block level.

Rohit Kumar, head, marketing, Zee Media Corporation, says, "We have a robust 360 degree marketing plan for the launch of the new channel, which includes TVCs, hoardings, radio, print, social networking, digital marketing and below the line activities across Rajasthan. We are sure the hybrid content of the channel, which has something for everyone, will click well with the citizens of Rajasthan."

For the record, Zee Media Corporation has a cluster of news, current affairs and regional news channels under the banner, including Zee News, Zee Business, Zee Punjab Haryana Himachal, Zee 24 Taas, Zee Madhya Pradesh Chhattisgarh, Zee Uttar Pradesh Uttarakhand, 24 Ghanta and Zee 24 Ghantalu.