The channel's brand tagline will be Manoranjan ka agla andaaz.

Targeting a younger audience base as opposed to Zee TV, the brand philosophy for the channel is Dil Wahi, Dhadkan Nayi. It will have mixed programmes that include thriller, comedy, reality and action among others.

Zee Next business head Punit Goenka said, "Zee Next is a family viewing channel meant largely for the younger audiences with a very traditional outlook. Slated to be launched by the end of the year, we have ensured that we carry forward the heritage and philosophy of Zee Network on to this new offering. The channel will live up to its value of Dil wahi dhadkan nayi and have something for all the members of the family, from the children to the grand parents."

Earlier Goenka had told Indiantelevision.com that Zee Next would be like a mainline GEC, but the core audience focus would be towards the 15-25 year-olds.

"While Zee TV concentrates on stories inside the home, the new channel will narrate stories from outside. The channel will address more contemporary issues especially in its portrayal of women. Although its main target will be the youth demographic, it will not alienate the housewife," Goenka had said.