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 The
channel has even changed its content ratio in order to rejuvenate
its viewership and take the battle to the doorsteps of MTV, Channel
[V].
Zee Music's business head Yogesh Radhakrishan has been quoted in
an official release saying, "For years, we have enjoyed a very loyal
viewership. But recent research showed us that if we had to keep
our base as well as expand it, we needed to be seen as a more happening
and active channel. Today, our armoury consists of the best -- from
good looks, to high-quality content to well-researched programming
on the likes and dislikes of our target audience."
According to a company release, the channel has embarked upon a
clearly defined strategy to become India's leading music channel,
within the next two years.
Backing this intent are new shows like Campus Rumpus, Cinemascope,
Daud, Music Theatre, Radio Bandh, Framed
for the Fortnight and Blockbuster No1. Supermodel Rajlaxmi,
ramp star Pooja Mishra, debutant-stud Him-Dayal Singh and Gladrags
finalist Karan Grover have been chosen as the channels new VJs.
The channel has decided to go in for a 70:30 Indian and international
mix of content; new sets; new style and loads of additional pizzaz,
the release states.
Zee Music is organising a party this evening to celebrate the relaunch.
Abhijeet, Babul Supriyo, Vikas Bhalla, Vaishali Samant and Shankar
Sawahney will perform in the party.
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