A new face for Zee News

At 9:56pm today, there will be a “road block” on all the Zee Network channels as the new revamped look of Zee News will be unveiled before viewers. The four-minute capsule will showcase the new baseline, the new programmes, the new TV commercial for the channel and a message from Subhash Chandra, the chairman of Zee News and promoter of the Essel Group of Companies.

‘Haqeeqat Jaisi Khabar Waisi’, the old baseline of the channel will give way to ‘Zara Sochiye’. “Most of the news channels tend to make a mockery of the audience’s intelligence. We feel that news channels have no right to underestimate their intelligence. We believe that ‘You think, therefore you are’, hence the change in the baseline,” says Barun Das, chief executive officer, Zee News.

The story will be presented by the channel’s new catch, veteran journalist Punya Prasun Bajpai, who comes in as consulting editor from Sahara Samay. Bajpai has also worked with NDTV India and Aaj Tak.

Besides the new sets and new wardrobe for the anchors, the channel has new montages for all its programmes. The logo, which had a red background, will now have a black background.

While some programmes will be rebranded, some are brand new. The morning three hour slot has been branded as Prabhat and it will have a new religious programme called Manthan, in addition to the old News Top 10 and Kismat Ke Sitaare. In the afternoon slot, Miya Biwi aur TV, a show on television programming, has been rebranded as House Arrest – Serial ki Giraft Mein. The Bollywood show, Bole to Bollywood, has been rebranded as Zee Multiplex.

The one hour 9pm slot, which was unbranded till now, will be called Khabar Yahi Hai. Badi Khabar will come on at 10pm, followed by Metro News at 10.30pm, which will have news from the four metros.

The new weekend programmes include Halla Bol (a soft investigative programme based on public grievances and issues), Special Correspondent (a reporter based story) and Inside Story (a hard investigative story).

Das admits that the channel is primarily chasing men as advertisers target them through news channels. "However, we’ll be concentrating on women too in the near future,” says Das.

The new look, according to Das, will be promoted through above-the-line activities like the Hindi press and some English newspapers, and hoardings in the HSM cities. A TVC, too, will be aired across the Zee Network channels. The TVC has been produced by Pradeep Sircar, while Bates is the agency that’s handling the account.