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ZEE to restructure Alpha channels

23-December-2002
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ZEE to restructure Alpha channels

Taking a cue from the success of Alpha Gujarati during the recently concluded Gujarat election, ZEE is giving final touches to its plans of restructuring Alpha channels in terms of programming.

Talking exclusively to exchange4media, Laxmi N Goel, Director Zee news said, "We are studying the restructuring of programming content of Alpha channels and we hope to implement the changes within this year." Would these changes also affect the present Management structure of Alpha? "No, we are looking at restructuring the programming and content only", clarified Goel.

When implemented, the changes will significantly see an increase both in the number and duration of news bulletins across Alpha. There could be some addition of news-based programmes too. Currently Alpha Bengali has 2 news bulletins, Alpha Gujarati-13, Alpha Punjabi-10, and Alpha Marathi-13. These numbers are expected to go up.

The recent success of Zee News, both in terms of increase in viewership and advertising revenue, has prompted the ZEE think tank to make 'News' as the key driver of programming across its regional bouquet. "Our coverage of Gujarat elections on Alpha Gujarati received a tremendous response from the Gujarati viewers not only in Gujarat but around the world. In fact we had anticipated this and hence we went 'live' during the last two days of Gujarat elections", said Goel.

This development is seen as a strategic move by Zee to leverage its strength of Zee News, which has fought back in last six months, to prop up its bouquet of regional channels and, at the same time, get ready for more competition in the news genre.

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