It was one of the first Asian music TV channels to launch in the UK market and now after ten years of existence, the ZEE Muzic brand has been scrapped.
The channel launched initially as Music Asia in 1997, then was morphed into ZEE Muzic in 2000 to align it with the other ZEE Network branded channels.
From today, the ZEE Muzic brand in the UK has been replaced with a much more sassy, stylish and vibrant looking Zing! The change took place in India earlier this year.
Where ZEE Muzic specialised in just music orientated programming, Zing’s appeal will be much vaster with programming from many entertainment and lifestyle sectors including Bollywood and fashion.
In India, ZEE Muzic has found it difficult to top its genre with stiff competition from the likes of MTV, Channel [V], 9XM and B4U Music. It is hoping Zing will be able to compete more aggressively with its bigger mix output. Its new positioning will see Zing rival directly with India’s leading showbiz channel, Zoom TV. How successful it does, remains to be seen.
Whilst majority of the previous ZEE Muzic schedule will remain in place for Zing, a few more Bollywood-driven shows will be added. A new local show is also being planned to commence in November/December. Currently, only ‘Brits Bollywood’ is produced locally for the channel.
Zing will be used as a free-to-air window to promote ZEE Network’s other channels in the UK including ZEE TV, ZEE Cinema and ZEE Punjabi.