MUMBAI: Zing, the music channel from Zee Entertainment, has undergone a complete change in look and strategy for the fourth time starting 1 April, since its inception in 1997.

 
With the new rebranding, the channel aims to strengthen its position in the 15-24 year olds by adding fresh music and new fiction content to the current programming. The new positioning is targeted at strengthening Zing's position in the minds of the youth.

The channel was revamped earlier as Zee Muzic and Music Asia. However, explaining the rationale behind the new positioning, ZEE Niche Channels EVP & business head Anurag Bedi said, “Today's youth believe in living out loud. They believe in carving their own niche and learning from their own experiences instead of relying on others. They would rather make their own mistake and learn from that than not follow their heart. This is exactly what we would like to reiterate through our positioning. We want them to live with a zing, to live ‘ekdum’ awesome!”

In terms on content, Zing now plans to venture into the space of fiction shows. According to the statement released earlier, these shows are set to epitomise the spirit and lifestyle of the youth across the country. The first show will be launched in the month of May and will be in line with the channel's new positioning. An hourly block of content will be created, which will be increased as the year progresses. Apart from that, a refreshed library of Bollywood music will be interspersed with the existing programming.

 
The channel has also tied up with the film 2 States and has roped in the lead pair Alia Bhatt & Arjun Kapoor for a promotional video.  The channel, with its all new avatar and promising new fiction shows will keep the youth hooked and wanting more.