It went in for a makeover in 2005, and became Zee Muzic. Now, in 2009, the 24-hour music channel from Zee Entertainment Enterprises Limited (ZEEL) has been rebranded as Zing.
Initially, the new identity will be shown on the music channel every 20 minutes. The channel plans to accustom the viewers by adopting the new look gradually in two months.
Though the channel officials declined to comment on the new identity, a source from the industry says, "The new branding minus the word 'ZEE' is an attempt by the channel to have an identity of its own. At same time, the alphabet 'Z' resonates with the mother brand, ZEE network. The new logo is in sync with the positioning of the channel, and is short and simple."
Zing will feature the new version of Unplugged, a show on the lives of singers. The new version will be called Zing Plug, and the new shows aim to be jazzier and better packaged than the earlier version.
Zing will focus on interactivity and will have a fair share of talk shows and other formats, where audiences can be involved.
To usher in the new branding, the channel is also launching an anchor hunt, called Kwality Walls Anchor Hunt. The hunt will select three winners, who will get a chance to be VJs on three channels of the ZEE bouquet -- etc, ZEE Trendz and Zing. This is the first time that Kwality Walls has associated with this music channel.