Zee to launch two new channels, expands regional focus
Enterprises Ltd (ZEEL) has announced the launch of two new regional channels,
Zee Power
and
Zee BanglaSonar
, as part of its broader brand transformation initiative titled 'Z' What's Next. The new launches are aimed at addressing changing audience preferences across regional markets, with both channels set to go on air next month.
'Z' What's Next also marks the unveiling of Zee's refreshed brand identity and the introduction of its new positioning statement, 'Yours Truly, Z.' The initiative is designed to serve as a recurring platform to showcase Zee's developments in
content creation
, technology integration, and storytelling formats.
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Zee Power is a Kannada-language hybrid channel that will focus on younger, semi-urban viewers in Karnataka. According to the company, the programming will feature five fiction shows, a daily non-fiction offering, movie slots, and select World Television Premieres.
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'As market leaders in Karnataka, a region with 99% TV penetration, Zee has a deep understanding of audience sentiment and their cultural nuances. We realise Kannada viewers are not homogeneous today, and differentiated content preferences are emerging, leaving a clear 'white space' for progressive, high-intensity narratives. Echoing viewer needs, we've developed a robust dual-channel strategy with Zee Kannada continuing to cater to our core family audience, while Zee Power captures a different beat with sharper, grittier, and more contemporary content lens. For us, Zee Power is not merely expanding our regional footprint, it is our way of redefining the landscape of Kannada television,' said Siju Prabhakaran, Chief Cluster Officer – South and West, ZEEL.
The second launch, Zee BanglaSonar, is a Bengali-language hybrid channel catering to viewers across West Bengal and beyond. The channel will offer a mix of fiction, non-fiction, and movies, with content specifically curated to include male audiences, a demographic Zee sees as under-served in the region.
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'West Bengal is a burgeoning TV market specially in the Bengali General Entertainment Category. It is ready for innovation and a fresh take on entertainment. Zee BanglaSonar launch has been strategically envisioned to complement our flagship channel Zee Bangla by catering to evolving and diverse audience base through differential content offerings. Zee BanglaSonar is being strategically launched, not only with a diverse programming slate, but also with content curated for the male audience. With the launch of Zee BanglaSonar we are about to unlock untapped potential through engaging storytelling that is rooted in tradition and relatable across our fiction, non-fiction and movies, delivering a truly differentiated experience,' said Samrat Ghosh, Chief Cluster Officer – East, North & Premium Cluster, ZEEL.
The two new channels are part of Zee's broader effort to expand its presence in India's
language-driven entertainment
market. Zee currently operates 50 channels across 11 languages and reaches 208 million households.
'With 'Z' Whats Next, we are reimaging entertainment through the lens of culture, creativity and technology. The 'Z' brand continues to stand as a cultural cornerstone for Bharat. It's a brand that evolves with its audiences while staying anchored in their realities, dreams and aspirations. The launch of Zee Power and Zee BanglaSonar further symbolises this vision, highlighting our conviction in the strength of Language markets and our commitment to delivering future-forward content that resonates deeply, reflects the pulse of a changing India,' said Kartik Mahadev, Chief Marketing Officer, ZEEL.
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