Zee Network is all geared up to launch their new channel, Zee Kashmir, on Zee Punjabi from May 16. However, plans are afoot to develop it as a full-fledged channel. The official broadcast is slated to take place on May 27.
On the new channel, Rabindra Narayan, Business Head, Zee Punjabi, said, "We have entered into a strategic alliance with Take One TV of Jammu to produce the entire content for this particular time band which will later expand into a full-fledged channel. Our Chairman (Subhash Chandra) had the vision to voice the concerns of the people of Jammu and Kashmir, give them a sense of belonging and put the region on the global television map."
Viewers tuning into Zee Punjabi will be treated with a diverse range of programmes from 6-7 pm. The programming mix for the one-hour time band constitutes 15 minutes of news exclusively from Jammu and Kashmir every day. A 'Travel Guide' will take the viewers to almost all the places of the paradise on earth.
Besides, there will be a youth-oriented show called 'Campus Buzz' which will bring to the fore all the latest from the campus arena. 'Jhoom Ke Gao' will bring to light the local talent of Jammu and Kashmir. 'Mohalledari' will highlight the positive and negative aspects of every nook and corner of Jammu and Kashmir.
Rajiee M. Shinde, Vice-President, Programming, Zee Punjabi, said, "Zee Kashmir will be highlighting the different aspects of J&K through a different array of interactive programmes. Basically our endeavour is to promote the local talent and it was quite overwhelming to see the enthusiasm of the people over there."
On the reason for going in for the 6-7 pm time band, Narayan, said, "We decided to go in for this particular time band because we wanted to avoid the clutter of prime time."
Produced by the people of J&K, Zee Kashmir will also feature a discussion based show called 'Mudda'. Apart from that there will be weekly cultural shows to promote the local talent of the region, informed Shinde.
Said, Ashish Kaul, Vice-President (Corporate Brand development), Zee Telefilms, "We have set across a separate team in place for Zee Kashmir, with one office based in Jammu and one in Srinagar. We already have the people and infrastructure in place and we expect Zee Kashmir, to furnish the news requirements of the people in the region and to act as a platform for their many concerns."
On the reason behind going in for Zee Punjabi for launching Zee Kashmir, said Narayan, "Zee Punjabi is very successful, being closest to the region, the channel will be able to connect to the people very well."
Targeted at the residents of J&K, Zee Kashmir will be promoted across the entire Zee Network. Besides there will be print and outdoor campaigns as well.