The change was inspired by Zing's huge viewer base of the youth. Now, the channel will have a new logo with a refreshed positioning, which is targeted at strengthening Zing’s position in the minds of the youth.
Explaining the rationale behind the new positioning, Anurag Bedi, EVP & 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!”
As far as content is concerned, Zing will explore the space of fiction shows targeted at youth. These shows are set to epitomize the spirit and lifestyle of the youth across the country. The first show will be launched in May.
Besides, an updated library of bollywood songs will be interspersed with the existing programming.
Ashish Sehgal, Chief Sales Office, Zee Network, says, “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 & positioning has generated a lot of excitement amongst the advertisers.”
To top it up, the channel has tied up with the film “2 States” and has roped in the film's lead pair Alia Bhatt & Arjun Kapoor to talk about its new positioning.