Zee Tamil, a Zee Entertainment Enterprises Limited (Zeel) Tamil channel, today unveiled a new brand logo during the launch of the Tamil edition of ZEEL's homegrown reality musical show – Sa Re Ga Ma Pa. The previous season of the Tamil edition was Sa Re Ga Ma Pa Little Champs, the current edition is for seniors.
A new daily weekday fiction show is set for launch tomorrow. Earlier this month the channel had announced two new fiction showsDevathaiyai Kandean and Niram Maaratha Pookal that went on air on 9 October in the 130pm and 2pm time slots.
The channel has also announced a south Indian films female actor as brand ambassador in Jyothika. An HD Tamil channel will also be launched on 16 October. Zee Tamil was launched in 2008. Earlier, along with the corporate branding changes across the channels under Zeel, Zee Tamil's logo also underwent a change.
Siju Prabhakaran is Zeel cluster head – South Business and executive vice president. He has been associated with the brand for over seventeen years during which he has held several roles and responsibilities. As the cluster head for the South Business, Siju is responsible for Zee Tamil, Zee Kannada, Zee Telugu and Zee Cinemalu. In his current position, he plays a significant role in driving the business growth of the South Cluster by strategizing for the profit and loss in these markets.
Siju spoke with The Indian Television Group’s Tarachand Wanvari and shared details and thoughts about the new branding, the way forward for Zee Tamil, the audience demographics of Tamil Nadu, etc.. Excerpts of the interaction:
What is the reason for the brand change?
Zee Tamil is in the process of a beautiful change. Change is the only constant. Actually, when we took this journey two years back, we saw the growth that Zee Tamil has been witnessing in the last 15 to 16 months. Our consumer study showed that there is a need for change – from a viewer point of view.
After an extensive consumer exercise and study we at Zee Tamil understood that one of the key challenges for today’s woman in Tamil Nadu is the ever growing need to progress with times and take the leap but also her innate belief in preserving her traditions and values. This becomes even pronounced between different generations, where striking a balance and finding the means to do it becomes her guardrail.
Building on this consumer sentiment and with the objective of giving our audiences inspiring sparks that will help them strike the balance between preservation and progress and then thrive in it, the channel has revealed its new brand proposition, “Manadhaal Inaivom, Maatrathai Varaverppom” which translates “let’s bridge hearts, and welcome change”.
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The live channel logo transformation: