Dinesh jain
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Zee Media Corporation Ltd’s (ZMCL) newly
launched national Hindi news channel India 24×7 will be a hybrid channel with a mix of news and entertainment
content, said a senior company official.
The free-to-air (FTA) channel, which went on air on 24
October, will have 70 per cent news and 30 per cent
entertainment content. It aims to create a family
appointment viewing experience through the hybrid mix of content.
News will occupy the bulk of the time slot including
primetime, while entertainment programming will be aired
in different time bands to suit the viewing habits in
smaller towns in particular.
The new channel will have a special focus on smaller
cities. While the news genre targets male 35+ TG, India
24×7 looks to attract different age groups as well as
females. It will also address viewers who are young in
terms of mindset.
The channel will work on inventory of 12 minute per hour
giving more content and news to the viewers. Currently,
news channels air more than 12 minutes of ad during a
clock hour, which even goes up to more than 20 minutes
during prime time.
India 24×7 has been launched by converting Uttar Pradesh- focused news channel Zee Sangam. With the launch of india 24×7, ZMCL will have two national news channels in Hindi along with Zee News.
The new channel is available on major DTH platforms like Dish TV, Airtel Digital TV, Tata Sky, and DD Freedish
besides leading multi-system operators (MSOs) including Hathway Cable & Datacom, DEN Networks, Siti Cable, inCable, Digi Cable, GTPL, and Fastway.
The new channel is without the Zee brand name since the
company already has a national news channel with Zee
brand.
“The TG for India 24×7 is the same as any other national
news channel, but we have a focus on the smaller towns
and cities,” the official stated.
It is interesting to note that ZMCL has experimented with
the hybrid model, called terrestrial entertainment network
(TEN), for its regional news channels like Zee Marudhara,
Zee Sangam, and Zee Kalinga. It was also planning to
convert its Bihar and Jharkhand channel Maurya TV into
the TEN format before deciding to do away with the TEN
format altogether.
Zee Media’s India 24x7 to follow hybrid model with news and entertainment | TelevisionPost.com
launched national Hindi news channel India 24×7 will be a hybrid channel with a mix of news and entertainment
content, said a senior company official.
The free-to-air (FTA) channel, which went on air on 24
October, will have 70 per cent news and 30 per cent
entertainment content. It aims to create a family
appointment viewing experience through the hybrid mix of content.
News will occupy the bulk of the time slot including
primetime, while entertainment programming will be aired
in different time bands to suit the viewing habits in
smaller towns in particular.
The new channel will have a special focus on smaller
cities. While the news genre targets male 35+ TG, India
24×7 looks to attract different age groups as well as
females. It will also address viewers who are young in
terms of mindset.
The channel will work on inventory of 12 minute per hour
giving more content and news to the viewers. Currently,
news channels air more than 12 minutes of ad during a
clock hour, which even goes up to more than 20 minutes
during prime time.
India 24×7 has been launched by converting Uttar Pradesh- focused news channel Zee Sangam. With the launch of india 24×7, ZMCL will have two national news channels in Hindi along with Zee News.
The new channel is available on major DTH platforms like Dish TV, Airtel Digital TV, Tata Sky, and DD Freedish
besides leading multi-system operators (MSOs) including Hathway Cable & Datacom, DEN Networks, Siti Cable, inCable, Digi Cable, GTPL, and Fastway.
The new channel is without the Zee brand name since the
company already has a national news channel with Zee
brand.
“The TG for India 24×7 is the same as any other national
news channel, but we have a focus on the smaller towns
and cities,” the official stated.
It is interesting to note that ZMCL has experimented with
the hybrid model, called terrestrial entertainment network
(TEN), for its regional news channels like Zee Marudhara,
Zee Sangam, and Zee Kalinga. It was also planning to
convert its Bihar and Jharkhand channel Maurya TV into
the TEN format before deciding to do away with the TEN
format altogether.
Zee Media’s India 24x7 to follow hybrid model with news and entertainment | TelevisionPost.com
