Zee Network has added India’s first religious entertainment channel ‘Jagran’ to its stable. It will be interesting to see how Zee differentiates it from the host of existing religious channels like Aastha, Sanskar, CMM and ETC. Anil Anand, Channel Head, Jagran remains unfazed. “There is hardly any packaging in the existing religious channels and their content and programming focuses primarily on discourses and bhajans. Even hardcore religious audiences need a break from the monotony of discourses and bhajans, and Jagran provides this ‘break’ with mythological films, serials and interactive astrology,” he says.
On the profile of advertisers, Anand says, “We have used conventional channel packaging and the advertisers are largely those who advertise on conventional channels. This is probably because we aim to broaden the market within this genre from only the 55+ age group to anyone who is 35+ by a slight inclination towards spiritualism as compared to any particular religion.”
The brand name Jagran is a take-off from one of the most successful early morning programmes on Zee TV called Jagran, which has been on-air for nearly five years now and provides a high brand recall opportunity for the new 24-hour satellite channel.