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General News ZEEL unveils new corporate brand identity, aims to reach 3 bn viewers in next years
MUMBAI: After re-branding its TV channels earlier this month, media conglomerate ZEEL has unveiled its new corporate brand identity and the tagline ‘Extraordinary Together’.

The Indian entertainment powerhouse has set an ambitious target of reaching 3 billion viewers across the globe in the next six years. Currently, it reaches 1.3 billion viewers across the world.

The vision of the new corporate identity is to provide a unified brand experience and to delight consumers across the world by creating extraordinary entertainment and experiences that inspire to transcend the ordinary and become extraordinary.

Therefore, the brand ideology was chosen to speak to a global audience.

ZEEL MD and CEO Punit Goenka noted that the company has evolved from a television broadcaster into a media & entertainment conglomerate with businesses spanning across the spectrum, from broadcasting to music, movies, digital, live entertainment and theatre, providing an extraordinary range of entertainment to audiences around the world.

“Our new brand ideology ‘Extraordinary Together’ is rooted in the philosophy that from collaboration comes strength to deliver the extraordinary. In a global company like ours with interests across diverse verticals and businesses, we believe that our ability to win lies in us being able to effectively come together and harness this strength to be extraordinary in the market.”

For him ‘Extraordinary Together’ means being together with all stakeholders from employees to producers, advertisers, distributors and even media houses that cover ZEEL.

Digital platform Z5
Talking about its soon to launch digital entertainment destination Z5, Goenka said that the new platform will consolidate the online video platforms Ozee and Ditto, which will cease to exist over time.

“We will have distinct content. There will be Hindi and 11 regional languages. Our platform will have to be distinct or it cannot be a differentiator. It will be different from TV,” Goenka stated.

Expansion of regional TV
In TV, the aim is to expand the portfolio. Goenka sees a lot of promise in Tamil for instance. The company will also enter Malayalam. He also noted that the company will focus on growing the popularity of the live business and theatre which he calls the true form of entertainment.

He noted that local IPs can be created in theatre and in the live events space and taken to the world. There is no reason why we should just rely on Broadway. The aim is to create content that is differentiated and also bring content to India. One of the aims is to curate shows along the lines of Masterpiece. He noted that Zeel has already done shows in places like the UK, Singapore.

At the same time, Goenka cautioned about the need to keep pace with the consumer. After all, if media companies do not give consumers what they want they will go elsewhere. But he also noted that the consumer has given Zee respect and enough chances to come back.

He pointed out that there have been occasions where Zee TV has slipped to number three or four in the ratings but has come back on the back of content that resonated with viewers.

“It is not that consumers were angry. It is just that they want something new from us. Zee lives in people’s hearts,” he said.
He noted that the change being seen today is that earlier channels programmed for consumers. Today channels have to listen to consumers and give them content when they want it and in the form that they want it in. It could be two hours or 20 minutes or a few minutes.

“Power has shifted to the consumer. It is the power of one not the power of m. You will be left behind if you don’t meet expectations,” he added.

Throwing light on the company’s growth plans, Zeel CEO ‘ International Broadcast Business Amit Goenka said, “With the vision of becoming the world’s leading global content company from the emerging markets, content is our core focus area and our primary objective is to create extraordinary content for all types of audience across different screens and platforms. Digital is a key focus area and we are soon to launch our revolutionary digital platform, Z5 in the next few weeks.”

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