GECs
Zee TV elevates consumer experience with an innovative design approach
Mumbai: Staying ahead of the curve amidst an ever-evolving media & entertainment landscape, ZEE TV, India’s leading Hindi GEC has refreshed its design interface with an aim to enhance and elevate viewer experience. This transformative endeavour, centred upon the core thought of ‘Vibrance’, embodies the growing inner strength and confidence of the Naya Bharat that is charting new territories like never before. This unique design approach is brought to life through the visual metaphor called the ‘Circle of Spark’ that ignites life’s most defining moments through inspiring stories and aspirational characters.
ZEE TV’s strategic evolution of its on-screen TV experience leverages design for optimal business impact through enhanced information registration. It augments key aspects such as brand partners’ visibility, providing a distinctive proposition to its esteemed partners. Backed by the latest in ‘Neuroscience’, this intelligent design system captures consumer attention and heightens memorability, enhancing viewer retention of tune-in details and reinforcing platform recall. A holistic understanding of the consumer journey across the broadcast and digital ecosystem and imbibing their behavioural & navigational aspects forms the bedrock of Zee TV’s innovative design approach.
Speaking on the refreshed visual experience, ZEE Entertainment Enterprises Ltd chief marketing officer – content SBU Kartik Mahadev, said, “As pioneers of the television content landscape, our endeavour at ZEE has been to consistently deliver extraordinary experiences to our viewers. As we touch millions of hearts and homes across the many Bharats through our stories, our approach to design is in being native to culture, which we call ‘Soul to Screen’. This method enables us to be consumer centred and insight driven, making the brand and viewing experience personal. The new design for Zee TV captures the aspirations of the evolving Indian audiences. The ethos of ‘vibrance’ encapsulates the idea of a consumer who is confident, has innate strength and is taking action to shape an extraordinary tomorrow. In this new design language, we have combined cultural relatability with evolving CX trends, creating value for our viewers and advertisers alike, further fortifying our connection with our audiences and brands.”
The central essence of ‘Vibrance’ stands as a potent visual analogy for one’s inner resilience, symbolizing a more assertive and luminous manifestation of self-confidence. This evolution aligns with the purposeful spirit of ‘Naya Bharat,’ capturing its energized, resolute essence, reflecting the shifting mindset of the audiences.
For greater cultural relatability, Zee TV’s new design world derives inspiration from the ‘Genda Phool’, an omnipresent symbol of celebration and catharsis across Indian rituals. It’s a signifier of auspicious beginnings, a custodian of overall well-being, in a way, almost completing the circle of life. This embodies the channel’s commitment to portraying a spectrum of emotions and experiences through its content.
Driven by audience exposed to a plethora of non-linear content platforms with immersive and interactive experiences, the channel’s design system offers a modular structure. This shift in design approach also responds to a transformative audience mindset. Through this endeavour, ZEE has created a trail-blazing, future-ready approach that bridges the gap between linear and digital experiences.
MUMBAI: Lights, camera… connection because this time, the game isn’t just about winning, it’s about who’s with you. Sony Pictures Networks India is gearing up to launch a new reality game show, Tum Ho Naa, expanding its unscripted slate with a format that promises both emotion and engagement.
The show will premiere soon on Sony Entertainment Television and stream on Sony LIV, with Rajeev Khandelwal stepping in as host. Known for his measured screen presence and selective choices, Khandelwal’s return to television adds a layer of familiarity and credibility to the upcoming format.
While specific details of the gameplay remain under wraps, the positioning suggests a reality format that leans as much on emotional resonance as it does on competition, an increasingly popular blend in Indian television, where audiences are gravitating towards content that offers both stakes and storytelling.
Khandelwal, reflecting on his return, noted that his choices have often been guided by instinct rather than convention, describing Tum Ho Naa as a project that feels “close to the heart”. His association also signals Sony’s continued focus on anchoring new formats with recognisable faces who bring both relatability and depth.
The launch comes at a time when broadcasters are doubling down on original non-fiction formats to drive appointment viewing, even as digital platforms expand parallel reach. By placing the show across both linear television and OTT, Sony appears to be aiming for a dual-audience strategy capturing traditional viewers while engaging digital-first consumers.
As the countdown to premiere begins, Tum Ho Naa positions itself not just as another game show, but as a reminder that sometimes, the biggest prize on screen isn’t the jackpot, it’s the journey shared along the way.
