Zee Media has rebranded news channel Zee Sangam to India 24x7. The national Hindi ‘Free To Air (FTA)’ news channel is going to start operations from October 24, 2015 in the Indian domain.
In 2014, in order to increase regional viewership, Zee Media has rebranded Zee UP as Zee Sangam.
To cut the morass of market, the channel aims to serve family entertainment, healthy viewing and distinctive news to upgrade its viewership. To draw fringe audience on to the channel, anchors will play a key role in the new setup. Their personality, styling and reliability will determine which audiences find resonance with the brand.
While the news genre is traditionally seen as a largely individual viewing space, India 24x7 will aim to create a family appointment viewing experience. It will attract different age groups and different gender skews. It will also address viewers who are young in terms of mindset and shared value.
Channel Editor, Vasindra Mishra said, “India 24X7 will choose clarity over aggression, ‘Jankari’ over sensationalism. It endeavours to offer ‘distinctive news’ as opposed to breaking news, or sensational news. With our family viewing objective, the flavour of coverage will focus on the positive side of every story and also enliven us through its entertainment quotient.”
Mishra went on to add, “If you look at existing news programs, you will find that majority of the news channels are busy proliferating negativity in society as if there is no hope available for them. But, India 24X7 believes in hope. We will try to fish out hope even from the tragic incidents.”
Traditionally, news genre targets male 35+ audiences, but India 24x7 will work to be young at heart through the presentation of its content. The channel will work on inventory of 12 minutes per hour giving more content and news to the viewers.
The channel is available on major DTH platforms and local cable networks like Dish TV, Airtel, Tata Sky, DD Free Dish, Siti Cable, Fastway, Digi Cable, DEN, Hathway, In Cable, GTPL and other local cable networks.