ZEEL revamps Zing; adds fiction content

The so-far music channel aims to strengthen its positioning amongst the youth by adding new fiction content and fresh music to the current programming.

Zing, the music channel from Zee Entertainment Enterprises, has unveiled a new identity and donned a new look on April 1.

In an attempt to strengthen its position amongst its target group - the youth - the channel will add new fiction content line-up from May; it will also bring fresh music. The fiction shows of the channel will target the youth and will aim to epitomise the spirit and lifestyle of the youth across the country.

Explaining the rationale behind the new positioning, Anurag Bedi, EVP and business head, Zee Niche Channels, says, "Today's youth believe in living out loud. They believe in carving their own niche and learning from their own experiences instead of relying on others. They would rather make their own mistake and learn from that than not follow their heart. This is exactly what we would like to reiterate through our positioning. We want them to live with a zing, to live ekdum awesome!"

Ashish Sehgal, chief sales officer, ZEEL, adds, "This country has a massive youth population. With so many brands trying to grab as many eyeballs as possible within this important segment of the youth, this change in strategy and positioning has generated a lot of excitement amongst the advertisers."

The channel is promoting the new look and positioning on TV, online, print and on-ground. The logo has been designed by Draftfcb Ulka while the in-house team of the channel has worked on the new packaging and promos.

Besides, the channel has tied up with the upcoming film '2 States' and has roped in the lead of the film Alia Bhatt and Arjun Kapoor, to talk about the movies.

For the record, Zing was launched in 1997 as Music Asia and was re-launched in 2000 as Zee Music. Its most successful form though has been its repackaged avatar called Zing. This transformation happened in April 2009 and has caught on since then because of its varied programming. It features humour, animation, spoofs and celeb lifestyle programmes in addition to music. It airs some of the latest Bollywood music.