Campaign India Team
Nov 16, 2010

Zee Network re-brands its English language offerings

Both channels, Zee Studio and Zee Café are donning a new look in a bid to engage the modern and contemporary outlook of today’s audiences.

Zee Network re-brands its English language offerings

Zee Network has announced the rebranding of its English language offerings – Zee Studio and Zee Café. According to a press release issued by the television network, both channels are donning a new look in a bid to engage the modern and contemporary outlook of today’s audiences. The channels’ new looks have been developed by the internationally-acclaimed Dunning Penney Jones and Medialuna.

The new Zee Cafe packaging has a broad, confident and yet playful font. With an edgy pink-wine color palette, the channel personality seeks to re-align itself with its young urban audiences and their bold experimental tastes; where pink is no longer feminine, rather ubersexual. The network notes that the attitude is also reflected in the content strategy Zee Café has adopted.

"We have been airing international content at less than 12 hours time difference from the American airing, for some time now. Having bridged the time gap for our viewers we decided to come up with something fresh for them. The popularity of English content is no longer confined to the metros alone. In fact English content is steadily finding favor in Tier 2 and 3 cities. Also, it is essential to shift focus from just the adults in the family to the younger members. And it is towards this end that we have decided to showcase content such as Vampire Diaries and Flash Forward. There is something for everyone in the new Zee Cafe," explains Anurag Bedi, Business Head, Zee Cafe and Zee Studio.

The release further points out that the design attitude of Zee Studio portrays it not like a television channel, but instead as one of the major Hollywood movie studios.

Source:
Campaign India

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