The wait is over! ZEE TV has today launched its contemporary new look with the introduction of a brand new logo and package of new graphics.

As revealed on Biz Asia on Saturday, the logo is a part of ZEE Network’s strategy to unify its vast channels as one for consistency and generic purposes. The change also means the disappearance of the “Alpha” name brand on its regional channels. In the UK, Alpha ETC Punjabi and Alpha Gujarati will be known as ZEE Punjabi and ZEE Gujarati respectively.

The logos were presented at the ZEE Cine Awards in London on Saturday night. In quite a sensible move, ZEE TV switched over to its new logo during its coverage of the ZEE Cine Awards tonight during the section of the evening where Shah Rukh Khan was brought in to talk about ZEE Network’s success over the years.

The logos all share the same concept; “We have freed ‘Z’ from the box and it will henceforth sit on a diamond. The idea was to make the logos modern, contemporary and dynamic.” Sashi Sinha, Executive Director, ZEE Network’s agency FCB Ulka also disclosed that the ZEE Network logo will carry the tag line ‘Jeeo ZEE bhadke’. He said there will be press and outdoor ads to publicise the new logos.

Explaining the reason for donning new robes, Ashish Kaul, Vice-President, Corporate Brand Development said, “All our channels had different logos, different colour schemes, a different feel. This process of rebranding will synergise our strengths, and the ZEE branding will be evenly spread across all our channels.” The move is in tune with the larger endeavour to consolidate all the channels under the ZEE rubric and assign a family identification to all the individual brands, he added.

This new look of ZEE TV is also in line to target a much more younger audience of 25+ age group rather than the earlier 35+ viewers. Said Kaul, “The viewership has changed considerably over the last 10-15 years. Today’s viewer is very media savvy. Exposure levels have also levelled out because of real-time cultural and social proximity.”

ZEE’s two other UK channels ZEE Music and ZEE Cinema will also be donning a new look in the next few days. Keep it here for all the very latest.