Zee News launches new brand campaign

Zee News has launched a pan India B2B campaign with the objective of providing corporate world a peep into the realm of Hindi news genre.

e4m by exchange4media Staff
Updated: May 23, 2011 3:41 PM
Zee News launches new brand campaign

Zee News has launched a pan India B2B campaign with the objective of providing corporate world a peep into the realm of Hindi news genre.

In a company release issued, Barun Das, CEO, Zee News Ltd, said, “More often than not, we are faced with the unfortunate incidence of channels passing off entertainment content as news on prime time. Not only do we frown upon the violation of the inviolability of news, but feel that such practices - solely for the purpose of garnering numbers - grossly underestimate the audiences’ intellect. Viewers today are not just discerning they genuinely want to be informed citizens. Our campaign is aimed at bringing back ‘seriousness of purpose’ in dissemination of news.”

Speaking about the campaign, Rohit Kumar, DVP, Marketing, Zee News Ltd, said, “In today’s scenario, hype and triviality are presented in the garb of news. Zee News is initiating a pan India campaign to open a debate about ‘News that is’ and ‘News that should be’. Zee News hopes that this effort will improve the state of news content in today’s times.”

The official release further said that according to a report of Centre for Media Studies, Zee News delivers 97.4 per cent pure news whereas other channels are heavily into entertainment content, showing approximately over 25 per cent entertainment content.

It further noted that Zee News acknowledged the intelligence of its viewers and the need for a serious and credible news channel. Keeping ‘pure’ news as its primary objective, Zee News has emerged strongly as the most preferred news channel.

The communication of the campaign has been designed to highlight the USP of Zee News, a promise to its viewers to deliver relevant and credible news. Through this initiative, they will reach out to the media and advertising industry and invite their feedback on this project.

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