With 2004 being an election year, competition among news channels is sure to intensify. A lot of activity is expected in the form of new shows and other activities that would lead to sampling, and make viewers stay.
Zee News, for one, has changed its garb effective yesterday. The purpose is to enhance the news viewing experience. As per channel sources, “The new look is based on extensive research and audience feedback, and Zee News will now be presented with new state-of-the-art graphics, complemented by a new package of colours and music. The new look is viewer-friendly and sets the right tone for showcasing reality - which is the hallmark of Zee News.”
Unveiling the new look, Laxmi Goel, Director, News Group, Zee Telefilms said, "The whole new experience is aimed at communicating urgency, intensity, and importance, while being cutting edge and contemporary.”
The main colour theme of the new look is red, green and blue, which is represented as a colour bar that appears below the logo. Explains Goel, “The red colour, which is also the logo colour, denotes the vibrancy and directness with which Zee News approaches news. Green and blue will be the theme colours for the business and sports news."
According to channel sources, the new look is the culmination of a month-long effort where external consultants worked with in-house talent to create the right effect. This has also been achieved by improving technology at the backend. What is more, a stylist has been at work to give the anchors the right look.
Goel is optimistic that the new look will definitely enhance viewing experience on the channel. "The Zee News motto is 'Haqeeqat Jaisi, Khabar Vaisi’. We place truth in context to give it the shape of reality. And the new look of Zee News sets the right tenor for presenting reality – because in Zee we believe that while the delivery is critical, the message is supreme," he explains.
The channel intends to promote the new look in a big way. A multimedia campaign has been launched. In addition, interactive activities, including a reality quiz and daily opinion poll are being launched in January.