Zee Network, with all its channels, from last nite is sporting a new identity, in the form of a new logo, all blue logo and a new tagline: “Ummeed Se Saje Zindagi”. This new shift is meant to express the network’s move to reinvent itself to suit the evolving viewer. This shift also comes in the wake of the recent Star Plus new paradigm shift with a new logo and a tagline “Rishta Wahi: Soch Nayee”.
However, with more reality shows and re-branding happening at other competitive channels, this shift was an absolute necessity as the last re-branding exercise took place in 2005. This re-branding is done with an attempt to capture more eyeballs and re-establish its numero-uno position under the flagship of Puneet Goenka, CEO & MD, ZEEL. “We are taking this massive re-branding exercise to position Zee higher among viewers recall. We see the timing just right to infuse more energy and bring about a desired change in the programming that viewers today demand. The new positioning celebrates the spirit of woman,” said Puneet.
“The new identity, logo, design and the new positioning with “Ummeed ka Naya Chehra” will be adapted by all the 25 Zee group channels. There will be a change in the programming strategy and the channels look to unveil more family-centric shows, targeted especially at women. This attempt is also to free ourselves of the box we have been living in. Though our flagship channel, Zee TV, will continue to remain focused on wholesome entertainment for the family, our primary viewer - the woman has evolved today to move beyond her desires and establish herself as an individual and get the desired success for herself. Ofcourse, her family’s and children’s well being and success remain prime and important throughout,” added Puneet.
The revamping of Zee TV logo has been done by the in house team of the channel. Explaining the new logo, Goenka said: “The new aqua blue colour logo signifies the upward movement of desires and wishes. The unshackling of the ‘Z’ from the box symbolizes today’s women’s zest for life and confidence to go out in the world beyond her home. The overall design has a progressive feel and reflects the idea of looking into the future. The rainbow of hope is a very important element of the new packaging. It is ethereal and symbolically emphasizes the promise of ‘Umeed Se Saje Zindagi’ celebrating hope and life.” he added.
Zee TV has also worked on the restructuring of its programming and content to replenish the channel in a new way. The channel is going to offer its viewer’s new shows like ‘Shobha Somnath Ki’ and ‘Mrs Kausik Ki Paanch Bahuein’ and also reality show ‘India Ke Jaanbaaz’, with real heroes that will make the common man a superstar. Meanwhile, the ongoing shows will continue to entertain and enthrall the viewers.
‘We have spent almost Rs.10 crore on the creative aspect of this entire revamping. The strategic reason behind this move is very simple. In a cluttered market like today the broadcasters need to refresh themselves from time to time,’ Goenka said.