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Zee Media’s India 24×7 to follow hybrid model with news and entertainment
MUMBAI: Zee Media Corporation Ltd’s
(ZMCL) newly launched national Hindi
news channel India 24×7 will be a
hybrid channel with a mix of news and
entertainment content, said a senior
company official.
The free-to-air (FTA) channel, which
went on air on 24 October, will have
70 per cent news and 30 per cent
entertainment content. It aims to
create a family appointment viewing
experience through the hybrid mix of
News will occupy the bulk of the time
slot including primetime, while
entertainment programming will be
aired in different time bands to suit
the viewing habits in smaller towns in
The new channel will have a special
focus on smaller cities. While the
news genre targets male 35+ TG,
India 24×7 looks to attract different
age groups as well as females. It will
also address viewers who are young in
terms of mindset.
The channel will work on inventory of
12 minute per hour giving more
content and news to the viewers.
Currently, news channels air more
than 12 minutes of ad during a clock
hour, which even goes up to more than
20 minutes during prime time.
India 24×7 has been launched by
converting Uttar Pradesh-focused
news channel Zee Sangam. With the
launch of India 24×7, ZMCL will have
two national news channels in Hindi
along with Zee News.
The new channel is available on major
DTH platforms like Dish TV, Airtel
Digital TV, Tata Sky, and DD Freedish
besides leading multi-system
operators (MSOs) including Hathway
Cable & Datacom, DEN Networks, Siti
Cable, InCable, Digi Cable, GTPL, and
“We want to experiment with various
news formats. We felt that we can
give wholesome content to viewers,
which is pre-dominantly news and
little bit of entertainment. Even if
you look at other news channels 30–
40 per cent of their content is
entertainment lifted from GECs,” a
Zee Media official said explaining the
rationale behind the hybrid format.
The entertainment content will
include fresh content besides existing
content from the library of ZEEL’s
Hindi general entertainment channels
(GECs). ZMCL is a sister concern of
“It will be fresh content plus popular
content from our entertainment
channels. It’s just a positioning we
have created for ourselves,” the
official added.
The new channel is without the Zee
brand name since the company already
has a national news channel with Zee
“The TG for India 24×7 is the same as
any other national news channel, but
we have a focus on the smaller towns
and cities,” the official stated.
The new channel will cover all genres
while focusing on stories from smaller
cities. “We are going to do a lot of
emotional content and emotional
stories. We are going to cover all
genres, whether politics, business,
sports or world news. We will also
have a lot of stories from smaller
towns,” the official averred.
The channel will be headed by Vasindra
Mishra, who was earlier editor of Zee
So how will India 24×7 differentiate
itself from other channels? Mishra
said, “India 24×7 will choose clarity
over aggression, jankari over
sensationalism. It endeavours to
offer distinctive news as opposed to
breaking news, or sensational news.
With our family-viewing objective,
the flavour of coverage will focus on
the positive side of every story and
also enliven us with its entertainment
Mishra went on to add that India 24×7
would highlight positivity in society.
“If you look at existing news
programmes, you will find that the
majority of the news channels are
busy proliferating negativity in
society as if there was no hope for
the people. But India 24×7 believes in
hope. We will try to fish out hope
even from the tragic incidents,” he
It is interesting to note that ZMCL
has experimented with the hybrid
model, called terrestrial
entertainment network (TEN), for its
regional news channels like Zee
Marudhara, Zee Sangam, and Zee
Kalinga. It was also planning to
convert its Bihar and Jharkhand
channel Maurya TV into the TEN
format before deciding to do away
with the TEN format altogether.

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