MUMBAI: Zee Tamil is all set to don a fresh look and feel with its new packaging, which is aligned with its new content offering.

The channel’s refreshed logo reflects the colour of Manjal (turmeric) and Kunkumam (kum kum), the two most auspicious colours and symbols in Tamil Nadu. The channel has positioned itself as people’s favourite channel with the new positioning statement “Ithu Namma Channel” (It is Our Channel).

At the content level, new programmes include entertaining game shows, serials as well as reality and star-studded shows. The channel has recently launched two new serials namely Lakshmi Vanthachu and Annakodiyum Ainthu Pengalum in tune with the new positioning.

The new upcoming serials will have differential and aspirational storylines appealing to the entire family. A new format game show Genes, is slated to launch in April. This will be the first of its kind show in Tamil GECs where celebrities play the game along with their relations. The show will be anchored by Suma, the most popular anchor in Telugu television, who is making her foray into Tamil Nadu market through this show.

Tamil Nadu being a film market, movies play a key role in contributing to the overall television viewership. Zee Tamil has also expanded its movie library with the acquisition of blockbusters like Vikram Prabhu's Vellaikara Durai, Kamal Haasan’s Uthama Villain, critically acclaimed Kayal and Sidharth's Enakul Oruvan.

Elaborating on the need for the new look, Zee Tamil business head Easwaran said, “Understanding the pulse of Tamil Nadu has been the strength of Zee Tamil. Every few years, a new set of audience come into television. The challenge lies in embracing the new audience into the existing one. The aim is to capture the hearts and minds of Tamil Nadu in its entirety and to make Zee Tamil the most watched general entertainment channel in Tamil Nadu.”