Mindset does not have an age, says Sharada Sunder on Zee Yuva

04 Aug,2016

By A Correspondent


Sharada Sunder

Last evening (Aug 3), Zee Entertainment (ZEEL) hosted a pre-launch party for its new Marathi GEC ‘Zee Yuva’. This is the network’s third Marathi channel after Zee Marathi and Zee Talkies. Unveiling the first look of the channel, Sharada Sunder, Executive Vice President and Cluster Head, Regional Channels underscored the need for the network launching yet another channel in the same language. “While we see that a certain need of audiences are not served and it cannot be served by an existing genre. That is when we need to bring in a fresh proposition,” she said, adding: “So that we are able to focus and serve entertainment as is required by that particular target audience which is seeking entertainment of a different kind. That is what makes you want to serve a new channel to them.”


Even though regional content and channels have been of great importance in the past as well but in recent times, networks are on an overdrive. In fact most of the large networks have launched a secondary channel in the same language and some more are on the anvil. So, are networks more focused on regional content currently, we asked Sunder. “I think there has always been an equal importance given to national and regional channels. We have seen a plethora of national channels launched in the past couple of years also. We have seen launches happening in both national and regional space. So, I think it is just about trying to give a brand which meets the demand. You will continue to see this so on and so forth. Whenever there is an opportunity and need, that is when there will be a launch,” she said.


After Zee Yuwa’s first look was unveiled by Sunder and Bavesh Janavlekar, Business Head, Zee Talkies and Zee Yuva, an AV introducing the shows that will be aired from August 22 (the launch date) was screened. “The proposition of Yuva is it is not for kids. And, it is certainly not positioned as an age cut. It is positioned as a mindset. Mindset does not have an age. It is not meant to be restricted to an age bracket, it is meant to be appealing to a larger base of youthfulness,” said Sunder on the channel’s TG.


According to her, Yuva is going to be in a zone that understands and reflects the energy of young India. The ‘relatability’ factor is being seen as one of the USPs of the channel. On the marketing strategy, Sunder said that the network will spend enough to make it visible and penetrate in the relevant market. And she is positive about revenues as well, because for her, good proposition always attracts monies. Of course.


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