Top Story

e4m_logo.png

Home >> Media - TV >> Article

Siti Channel changes overnight; rechristened Channel Siti with new brand ID and content

28-February-2006
Font Size   16
Siti Channel changes overnight; rechristened Channel Siti with new brand ID and content

Siti Channel, which was conceived as a cable channel from the Zee stable in 1994, created a buzz in the market in 2004 when it went satellite and was available to Indian viewers across the country. In the second level of transformation, Siti Channel has become Channel Siti from February 24, 2006, and the change is accompanied by a new look and feel with a complete content overhaul.

Gaurav Goel, Head, Channel Siti, said, “Sit Channel was getting in the mode of organised programming and we wanted the channel to air uniform content across the country. We had infused this with parallel city-centric cable channels that had city specific content, channel ID and logo.”

What led to the revamp? Goel replied, “When we became a satellite channel, we didn’t change much content wise. We were still showing movies from the Zee library and reruns of Zee programming. In this revamp, we have completely changed this.”

Goel explained that in a bid to rope in different age groups for the channel, Channel Siti had divided its day in different parts – the mornings aimed at the older TG, afternoons were for the middle-aged family audience, particularly housewives, while evenings would be targeted at the youth.

The channel has injected two movie slots –matinee and the evening slot. “In all, we will be showing 60 movies in a month and these can be just about any movie that we think makes sense to our TG in that particular slot. Also, we have created three hours of original programming for the channel,” Goel said.

He explained that hitherto even the programming that was done was extremely basic, the format actually involving single cameras. The channel now has created advanced programming in the evening block, 8.00 pm onwards, again keeping the specific TGs in mind. While on the one hand the content has been changed in this fashion, the look and feel of the channel has changed too.

“This is a complete overnight change. We have changed the name of the channel, as you know, and in addition to that we have also changed the logo, brand ID, station ID and everything else about the look and feel of the channel, too,” said Goel.

The changes are supported by a multimedia marketing campaign. “We have launched the campaign consuming national and regional media, in print, outdoor, and TVCs. You will see us in outdoor and below-the-line as well next month,” informed Goel.

Channel Siti addresses non-metro towns along with viewers in SEC B, C & D in metro cities.

Tags

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

V-Guard Industries, a household name for consumer electrical appliances in India, has revamped its logo in order to reflect the strength gained by the brand over the years. The company has also unveil...

The report reveals that there has been nearly 5 times more growth in video consumption in the last 12 months, with 96 percent of all usage being focused on long form video

Gopalan currently leads the Indonesia operations of P&G, and will be taking over from April 1st, 2018 as Al Rajwani is set to retire after 37 years with the company.