MUMBAI: ZMCL’s (ZEE Media Corporation Ltd) main Hindi news channel Zee News is targeting the youth demographic.

For starters, the management has given the channel and programming packaging a total makeover with bright and peppy colours being added. Fresh, zingy promos have been hitting the airwaves as part of a campaign titled ‘Khabrein apke rangon mein’ which tries to drive home the point "that news is never black and white, there are several hues to it."

For some time now, the channel has been pitching that the Indian youth need to change their thinking to change the nation (soch badlo desh badlo). And this new campaign is another effort on the part of Zee News to lure the fickle but curious youth to tune in to its daily bulletins.

Says ZMCL CEO Alok Agrawal: “The aim is to be their eyes, ears, and conscience. The channel will be in tandem with their world, in sync with their energy. With ‘Khabrein Apke Rangon Mein’, we will interact with them, touch their life and wear their pride. We aim to empower, influence and impact the opinion of this youthful and vibrant India.”

“In today’s scenario the youth is interested in what is happening nationally and globally," says ZMCL editor Sudhir Chaudhary.  "Our efforts will be to reach and connect with the viewers, especially youth and provide them with news that is contemporary, vibrant and topical.”

Many have tried but few have succeeded in hooking the quickly evolving young viewer - for too long. Will Zee News’ fresh push yield results?