Zee News, a leading news channel in India, has recently undergone a rebranding to establish a distinctive brand identity and provide a clutter-free screen for a more comfortable viewing experience. The channel’s Chief Business Officer, Abhay Ojha, explained that the rebranding was implemented to coincide with the upcoming election year and attract more viewers.
New Logo
The new logo was designed by Lemon Design, a Mumbai-based design agency. The logo features a more modern and sleek design that reflects Zee News’ inclusive and progressive approach. The redesign represents Zee News’ evolution as a news enterprise and aims to keep the audience engaged through a visually appealing new look.
Creating a Clutter-Free Screen and Making Content Changes
One of the key reasons for the rebranding was to provide a clutter-free screen and create a more comfortable viewing experience for the audience. The channel conducted consumer research to determine what kind of colors and elements are soothing for viewers, eventually settling on a soothing color combination and reducing the number of bands on the screen to three.
In addition to the technical changes, the channel also made content changes to better suit the audience’s preferences and ensure they receive the most information from the shows. The ‘Newsroom’ show now gives an overall feel of what’s happening in the newsroom, while ‘Aadha Din Poori Khabar’ is a new program that provides the best news coverage. The leading show ‘DNA’ now focuses on people-centric stories, such as a story for a plastic-free cause in J&K and a ‘Right to Repair’ story that received huge traction.
Encouraging Results and Promotional Campaign
The changes have led to encouraging results for the channel, with positive feedback from consumers across social media and email. In terms of viewership, Zee News is not part of the Broadcast Audience Research Council (BARC) ratings due to a number of reasons. However, the channel is consecutively number one on YouTube over the last eight weeks since the rebranding took place.
To promote the channel’s new look, a 360-degree campaign was planned, including innovations with Dainik Jagran and Radio City, regular radio spots, and print mediums in many states. In the upcoming weeks, some celebrities might also be seen promoting the channel’s new look.
As I see it, Zee News’ rebranding is a perfect example of how changes in a channel’s brand identity and content can attract more viewers and provide a better viewing experience. The channel’s focus on creating a clutter-free screen and introducing new programs that provide the best news coverage have resulted in positive feedback from viewers and encouraging results. The top of mind recall and preference ratio of Zee News is an indication of its ability to maintain an engaged audience and ensure impactful content consumption.
