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Help  Zee Network “RE-ENGINEERS” Its English Channels Zee Studio and Zee Café
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The festival might be over, but the festivities still continue. And the country biggest broadcaster Zee Network carries forward the festive spirit with the re-engineering of its English cluster channels – Zee Café and Zee Studio. Both the channels will broadcast its transmission bug as an all-white logo. Both the channels – Zee Café and Zee Studio, are amongst the few media brands to have been elevated to the SUPERBRAND status in 2010.

The new Zee Cafe packaging will define an all new experience of watching television. With a broad, confident and yet playful font, the new Zee Café logo connects to the modern and contemporary outlook of today’s audiences.

With an edgy pink-wine color palette, the channel personality seeks to re-align itself with its young urban audiences and their bold experimental tastes; where pink is no longer feminine, rather ubersexual.

This attitude is reflected in the content strategy Zee Café has adopted. Venturing away from a predominance of sitcoms, the channel has lined up a host of diverse shows, cutting across genres. The viewers will be served with fresh imports packed with action, thrill, and suspense. Introducing supernatural–fantasy drama The Vampire Diaries; an American police procedural drama The Mentalist; a science fiction drama; Flash Forward Zee Cafe looks all set to boost up the entertainment quota. In a move that will see the channel cater to a larger demographic, this new identity and the shows to air will find favor with a larger viewer base.

"We have been airing international content at less than 12 hours time difference from the American airing, for some time now. Having bridged the time gap for our viewers we decided to come up with something fresh for them. The popularity of English content is no longer confined to the metros alone. In fact English content is steadily finding favor in Tier 2 and 3 cities. Also, it is essential to shift focus from just the adults in the family to the younger members. And it is towards this end that we have decided to showcase content such as Vampire Diaries and Flash Forward. There is something for everyone in the new Zee Cafe!" explains Anurag Bedi, Business Head, Zee Cafe and Zee Studio.

The design attitude of Zee Studio portrays it not like a television channel, but instead as one of the major Hollywood movie studios. Looming large over a celestial fantasy-space, the channel redefines itself for a unique movie-viewing experience on television. The design motif across all its packaging elements is the “eclipse” – and behind the mystery of the rim light, lays a brilliant collection of fresh Hollywood movies coming soon on the channel.

"The new Zee Studio is a promise to our viewers... a promise that we are going to do more than just show you movies. With a mix of grandiose creativity and well researched trivia, the new Zee Studio's endeavor is to make movie watching (on television) an experience." enthuses Anurag Bedi.

The channels’ new looks have been developed by the internationally-acclaimed Dunning Penney Jones and Medialuna, and have been created based on global standards. With a brand-conscious outlook, the new design has already captured both, people’s attention and imagination.
itv.com
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