Zee is adding
another regional channel to its bouquet, the 24-hour Zee Kashmir. The channel will go on air by the third quarter of 2006.
Currently, Zee has a specific time-band on Zee Punjabi for viewers from Jammu and Kashmir. 'Travel Guide' (featuring tourist destinations in the state), youth-driven programmes, interactive shows and cultural programmes as well as a daily news bulletin are aired on Zee Punjabi from 6 pm to 7 pm every day.
The new channel promises to be different by providing a different perspective on the state, which is usually more in the news for its terrorism problems.
Rajiee M Shinde, vice-president, programming, Zee Punjabi, says, "We want to portray the other side of J&K, which is happening, full of life and not very much known to the world. We don't intend to show programmes on terrorism."
What is unusual about Zee Kashmir is that although it is about J&K, the programmes will not be in Kashmiri, the locally spoken language. They will be in Hindi and Urdu, what the channel describes as Hindustani.
Rabindra Narayan, business head, Zee Punjabi, says, "There is no common language spoken in all parts of the state. So we wanted a language that is understood by everyone, Kashmiris as well as non-Kashmiris. Moreover, the channel is also available outside India. Thus, it makes sense to have it in a language that is more universal."
Zee Telefilms has entered into a strategic alliance with Take One TV of Jammu & Kashmir, as per which the latter will be responsible for the production of programmes for Zee Kashmir.
Explains Narayan, "This has been done so as to give a chance to the people of Jammu and Kashmir to decide what they want to watch. We didn't want to decide their programmes for them. After all, a person from that region understands the local needs better."
Meanwhile, Zee Kashmir is planning a talent hunt for anchors sometime in February-March so as to groom young local Kashmiris to become the channel's future face. It is also in the process of holding a live concert of Bollywood stars and local Kashmiri artists in Jammu. But that's in April.
© 2006 agencyfaqs!