DC: Zee to woo female viewers

It's re-branding time again. The channels are determined to move with the times. A year after Star Plus changed its logo and altered its programming focus with the slogan Rishta Wohi Soch Nayi, Zee underwent a "brand makeover" exercise this week. Its new aqua blue logo and slogan Umeed Se Saje Zindagi is a clear indication that the channel wants to move with the times and a paradigm shift from old to new. With the focus changing to the New Age woman, the channel will now target younger audiences with stories reflecting today's woman's zest for life and confidence, her willingness to go out into the world beyond her home. "The time is right to infuse renewed freshness into the brand and reflect an identity that truly articulates our spirit," says Punit Goenka, MD and CEO, Zee Entertainment network. According to the channel's head of marketing Akash Chawla, Zee's two new shows launched this week — Shobha Somnath Ki and Mrs. Kaushik Ki Paanch Bahuein — are in line with the channel's new DNA. "Some of the current shows will have new storylines. For instance, Pavitra Rishta has taken a four-year leap and the new track is about the end of financial despair for the lower middle class family," Akash says.