Youthfulness, not just youth for Zee Yuva

13 Jul,2016


We reported earlier this month that Zee is coming up with a new channel which will be launched in August and will be called Zee Yuva. With more than half of the population being youth in our country Zee Yuva will portray various emotions from the point of view of the youth. The channel will be positioned as Zee Yuva -Nave Parva..YuvaSarva!


Speaking to MxM India about the USP of the channel, Bavesh Janavlekar, Business Head, Zee Yuva and Zee Talkies, said, “First of all I am calling it a youthful GEC and not a youth GEC. We are talking about youthfulness and not youth as an age. To borrow Bob Dylan’s line ‘Forever Young’.” In the recent past, we have seen regional content making it big at the national, the success of the Marathi movie Sairatproves it. So, what can the audience expect in terms of content? “A lot of experimentation happens and the kind of content that Marathi films are generating, that kind of variety and scale is not seen on Marathi television.  There are only three Marathi GECs and they are more women centric. Even though there have been experiments that have worked well on Zee Marathi and other channels also. Through this we are trying to provide contemporary content which are not necessarily women centric. That is going to be a huge difference. One of the primary principles is that the content is going to be light hearted, fun, humourous and refreshing,” says Janavlekar.


Even though Janavlekar does not want to quantify anything right now in terms of viewership targets and wants to do a good job in terms of content, he expects Zee Yuva to be among the top channels in the Marathi genre.


“We are going full throttle on marketing; it is going to be one of loudest launches in the Marathi genre. So, we are going to cover everything. The digital campaign has already been rolled out and we are getting amazing traction. We trended number one in Mumbai and number three nationally couple of days back on Twitter,” said the Business Head. And, they are working on formulating the availability of the content on Ozee, the VOD (Video On Demand) platform and Ditto TV, the over-the-top (OTT) TV distribution platform offering live television and on demand content by Zee Entertainment Enterprises. But eventually the content will be available digitally.


“We are targeting the mass of Maharashtra. I would not want it to be classified as an urban or rural channel. The heart of Maharashtra should get captured in this. Hence, in terms of charactarisation and background we have characters from all over the place,” adds Janavlekar.


In conclusion, Janavlekar says that by design they are not getting in to the saas-bahu drama at all.


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