News Broadcasting
Zee News targets Gen Y
MUMBAI: ZMCL’s (ZEE Media Corporation Ltd) main Hindi news channel Zee News is targeting the youth demographic.
For starters, the management has given the channel and programming packaging a total makeover with bright and peppy colours being added. Fresh, zingy promos have been hitting the airwaves as part of a campaign titled ‘Khabrein apke rangon mein’ which tries to drive home the point “that news is never black and white, there are several hues to it.”
For some time now, the channel has been pitching that the Indian youth need to change their thinking to change the nation (soch badlo desh badlo). And this new campaign is another effort on the part of Zee News to lure the fickle but curious youth to tune in to its daily bulletins.
Says ZMCL CEO Alok Agrawal: “The aim is to be their eyes, ears, and conscience. The channel will be in tandem with their world, in sync with their energy. With ‘Khabrein Apke Rangon Mein’, we will interact with them, touch their life and wear their pride. We aim to empower, influence and impact the opinion of this youthful and vibrant India.”
“In today’s scenario the youth is interested in what is happening nationally and globally,” says ZMCL editor Sudhir Chaudhary. “Our efforts will be to reach and connect with the viewers, especially youth and provide them with news that is contemporary, vibrant and topical.”
Many have tried but few have succeeded in hooking the quickly evolving young viewer – for too long. Will Zee News’ fresh push yield results?
News Broadcasting
CNN-News18 rolls out Battle for the States ahead of key polls
Multi-format election coverage tracks voter mood across five battleground states
NEW DELHI: CNN-News18 has launched a special election programming initiative titled Battle for the States, as India gears up for high-stakes Assembly elections across West Bengal, Tamil Nadu, Kerala, Assam and Puducherry.
Built around the theme ‘Road to Power’, the multi-format coverage aims to follow the entire electoral journey, from campaigning and polling to results and government formation. The network is leaning into on-ground reportage and data-backed storytelling to decode voter sentiment across regions where local issues often shape the narrative.
The programming line-up includes ‘Vote Tracker’, a three-part series developed in collaboration with survey agency Vote Vibe. The show blends survey insights with expert commentary and field reporting, using augmented reality graphics to present complex electoral data such as vote share, seat projections and leadership preferences in a more accessible format. It will air every Monday evening until April 6.
Adding a cultural lens to political reporting is ‘So Saree!’, a ground-driven segment where women anchors travel across constituencies dressed in traditional handwoven sarees from each state. The format uses attire as a storytelling device, highlighting regional identity while capturing grassroots voices.
Meanwhile, ‘Unfiltered Kaapi’ and ‘Chai-Niti’ bring a more conversational tone, drawing inspiration from everyday political discussions in tea stalls and coffee corners. These segments aim to break down key issues through candid, fast-paced exchanges between anchors and reporters, tailored to regional sensibilities.
For viewers seeking deeper insights, the weekend docuseries ‘Reporters Project’ takes a longer view, with correspondents travelling across constituencies to map voter concerns and political shifts on the ground.
“Elections are about people, their aspirations, identities and the issues that matter to them, and every state tells a different story,” said CNN-News18 editorial affairs director Rahul Shivshankar. He added that the initiative focuses on understanding “the sentiment on the ground and what’s driving voter choices”.
Echoing the emphasis on credibility, Network18 CEO – English and business news Smriti Mehra said the network aims to combine on-ground reporting with data-led insights to deliver clear and timely coverage as the elections unfold.
With a mix of data, culture and grassroots reporting, CNN-News18 is positioning Battle for the States as a comprehensive window into one of India’s most closely watched electoral cycles, where every vote carries a story waiting to be told.
