MUMBAI: Zee Network has kicked off the second phase of its Andhra campaign by re-launching its Telugu channel. Christened as Zee Telugu, the new channel was launched by Telugu megastar Chiranjeevi in Hyderabad.
 
The network had forayed into the Southern market in September 2004 by launching its Telugu channel Alpha Telugu. Apparently, the channel found it difficult to crack the market with the existing strategy and has now taken this new avtar with a completely different game plan.

As reported by indiantelevision.com late last month, the re-launch will see a shift in positioning - From the mass based general entertainment mode to an upwardly mobile and young milieu. The new strategy will see Zee Telugu targeting the SEC ABC (15 - 34) group.
 
 

Speaking at the launch, Zee South business head Ajay Kumar said, "Zee Network had been considering a venture into the South after successfully running regional channels in Marathi, Bengali, Punjabi and Gujarati. Andhra Pradesh is the best potential market for our first venture into the South. We are quite confident that Zee Telugu will live upto the expectations of our viewers in Andhra Pradesh and provide the best in entertainment."

The launch ceremony had around 300 invitees with prominent personalities from the TV & film industry present. After an address by Zee Network chairman Subhash Chandra, on the network's vision & plans for South, chief guest Chiranjeevi flagged off mobile vans headed to 39 towns for a road show, states an official release.

The entire launch ceremony was telecast live on Zee Telugu.