Zee’s new look to take forward a progressive outlook
With a new bright Blue logo, a new tag line- ‘Umeed Se Saje Zindagi for all its channels (except the sports channels) and new corporate brand identity, change is in the air for Zee TV . This change comes after a gap of six years, a period in which the Rs 29,700 crore television sector itself has undergone dramatic changes and the reach has exploded with 130 million TV households and lot more platforms to capture eyeballs.
Brand experts say that channels usually go in for re-branding when they need to signal some changes as far as the inherent brand value is concerned. However, there are other factors at work as well. In some cases, when brands get old and lose their connect with the audiences, a makeover helps them get a fresh lease of life and project a more modern image.
A year back when Star Plus went in for a re-branding it was to comeback to the numero uno position on the GEC roster. Star Plus had been the number one GEC channel for nine years since its launch in 2000. But, post the debut of Viacom18’s Colors in 2008, it had slipped to the number two and then number three spot. It took Star Plus some time to fight back, but the moment it spruced up its prime time line-up with some new shows and it was back at its no.1 position.
“The re-launch that we undertook a year ago has put us back on the saddle and on an annual basis we are 35-40 per cent ahead of any other channel in the Hindi GEC space,” says Uday Shankar, CEO Star India.