Zee targets women, rebrands flagship Zee TV

In an attempt to capture more eyeballs and reestablish its numero uno position among general entertainment channels, Zee Enterprises on Sunday announced the rebranding of its flagship Zee TV.

In an attempt to capture more eyeballs and reestablish its numero uno position among general entertainment channels, Zee Enterprises on Sunday announced the rebranding of its flagship Zee TV. The channel's last rebranding exercise took place in 2005.

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The moves follows a high-flying announcement with Star TV last month.

“We are taking this massive rebranding exercise to position Zee higher among viewers recall. We see the timing just right to infuse more energy and bring about a desired change in the programming that viewers today demand. The new positioning celebrates the spirit of woman,” said Puneet Goenka, CEO and managing director, ZEEL.

The new identity, logo, design and the positioning umeed ka naya chehra will be adapted by all the 25 Zee group channels. There will be a change in the programming strategy and the channels look to unveil more family-centric shows, targeted especially at women.