MUMBAI: Diwali calls for celebration but Zee Entertainment Enterprises Ltd (ZEEL) is celebrating for a number of reasons; the most important one being the completion of 25 years of journey in the television industry.
Zee TV was the first satellite television of India and as the channel embarks on the next leg of its journey, Zee TV has unveiled its new ideology, encapsulated in a powerful line - Aaj Likhenge Kal.
The network unveiled the logo at the Zee Rishtey Awards 2017. The awards show was aired on Zee TV on 15 October.
ZEEL domestic broadcast business CEO Punit Misra started by saying that 25 years ago in the month of October, a momentous journey started. The journey of the creation of the television industry in this country and as the chairman Dr Subhash Chandra led the foundation of this. "It was then illegal to own a private channel but yet we did and see where are we today. An industry with Rs 24,000 crore of advertising revenue, Rs 40,000 crore of money spent on consuming the content that is laid out."
Misra also mentioned, “In the last few years in this country 25 millions homes got added in the measured universe of TV viewership and the amount of time spent is 158 mins per person per day."
The Aaj Likhenge Kal philosophy is brought alive with a brand new visual identity, where each element signifies the aspiration of the Indian middle class. The circular logo denotes the universal appeal of Zee TV’s content.
The orange colour represents the inner glow or radiance that emanates from within - a symbol of positivity and confidence that the brand echoes. The brand packaging will be brought alive through elements of nature such as fire, earth, water, air – the diya which represents light and hope, the blooming of an orange flower that stands for the beauty of life and evolution, gold that denotes eternal richness and mosaic which enunciates the power of synergy that stems from several fragmented pieces coming together to form a beautiful whole.
The logo is designed by Martin Lambie-Nairn.
The channel will be launching four shows including Raja Beta, Kaleere, Aapke Aajane Se and Subhan Allah. The dates are not yet decided.
Zee TV deputy business head Deepak Rajadhyaksha said, “We are very hopeful that people will love our new offering Aaj Likhenge Kal. Our shows, be it the existing line-up or the new launches, will be a reflective of our core proposition. Through them, we wish to ignite a spark among our viewers to fight both intrinsic and societal battles, and proactively transform their destinies to shape a beautiful tomorrow.”
The channel also has more new shows lined up and in the non- fiction offering, it is bringing back the new season Dance India Dance.
While speaking to Indiantelevision.com, Rajadhyaksha said that the channel is also experimenting to extend the prime time or might launch a new time slot going forward.
ZEEL CMO Pratyusha Agarwal said, “Our brand anthem, composed by Vishal Bharadwaj, sung by Shreya Ghoshal and Arijit Singh hums the extraordinary journeys our audiences are making. Our brand film captures the essence of the great Indian middle class rising and aims to spark many more to take the leap. To truly touch people’s lives with the essence of Aaj Likhenge Kal this Diwali, Zee TV will bring light to the nation’s budding future through mobile vans with LED lit installations of the new logo. These vans, strategically placed, will provide light for those who would otherwise study under street lamps.”
Further bringing alive the essence of its core proposition, Zee TV will set yet another precedent for the industry – a format innovation in the Hindi GEC space - a first-of-its-kind brand feature film titled ‘Aaj Likhenge Kal’.
The feature film will span its entire primetime of four and a half hours integrating through all of Zee TV’s fiction offerings. This film, narrating a young girl Pakhi’s resolve to make her mother Meera realise her dream of becoming a medical officer for the naval forces, will have each of Zee TV’s popular fiction protagonists stepping in to help the mother-daughter duo in their quest for self-actualisation.
The channel is planning to aggressively market the new identity of the channel. It will be promoted across the platform.
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