Zee channels to sport new logos

The move aimed at consolidating various channels of the group under the Zee brand.

Thirteen years after it began a new chapter in Indian television by becoming the country's first private broadcaster, Subhash Chandra-promoted Zee Network is all set to get a new look.

The rebranding exercise is aimed at consolidating the various channels of the group under the Zee brand and assigning a common family identification to all the individual channels and brands.

As a part of this exercise, starting March 28, all the channels of the group will sport new, crisp and contemporary logos. In addition, Zee TV will have brand new on-air packaging and promotions as well. At present, all the Zee channels have different logos and different colour schemes.

"This re-branding exercise is the first step in weaving a thread of common identity amongst our many diverse brands. Each brand will be a distinct entity of its own. Also, the re-branding is aimed at adding the extra zing and edge which reinvents the spirit of the brand and brings it closer to our younger audience," said Ashish Kaul, vice president, corporate brand development, Zee Telefilms Ltd.

As a part of this exercise the three English channels of the Zee will be renamed as well. Fashion and lifestyle channel Trendz is now Zee Trendz, Zee English is Zee Café and Zee Movie Zone (ZMZ) has become Zee Studio.

Also, Smile TV is now Zee Smile. The regional channels network of the group is also being given a new identity and branding. The regional Alpha channels are now renamed as Zee Marathi, Zee Bangla, Zee Gujarati, Zee Punjabi and Zee Telegu.

"The re-branding exercise is being undertaken in a phased manner. Initially, the old and the new logos will be displayed together on the TV screens for the convenience of the viewers. Gradually, over a period of time the old logos will be phased out," Kaul said.

The Zee Network reaches more than 120 countries and has access to more than 500 million viewers around the world.

This move by Zee Telefilms comes at a time when the Indian broadcasting sector is seeing a sudden rush of channels and broadcaster are trying to give a distinct identity and feel to their properties.

For example, news channels like Aaj Tak have recently gave a new look to its channels, aimed at offering a more crisp and contemporary product.