The development was confirmed by Naresh Gupta, managing partner, Bang in the Middle, who adds that the multi-agency pitch took place during October-November last year
Rohit Kumar, marketing head, Zee News confirms that repositioning of the channels will be the first short term goal of the partnership.
Since the brands will use significant inventory on the extended Zee network, it is difficult to place a value on the media spends.
Interestingly, Zee News had changed its baseline from 'Zara Sochiye' to 'Jazba Soch Ka' in August, 2011.
Zee News recently released its new logo and tagline; the agency is reportedly working on the repositioning of the two regional players.
For the record, Zee Network recently handed over the digital duties of Zee TV and Zee Cinema to Interactive Avenues. The agency also handles the account for Dish TV, the group's DTH network.