Zee News launched a pan India B2B campaign on May 9th with the objective of providing corporate world a peep into the realm of Hindi news genre.

Over a period of time, the sanctity of news has got diluted in India. Zee News is aware of its responsibility as the fourth estate and understands the importance and credibility of serious news content, especially during Prime Time – when the nation switches on a news channel for updates on current affairs and important happenings of the day.

Emphasizing the need for the campaign, Zee News Limited CEO, Mr Barun Das said, “More often than not we are faced with the unfortunate incidence of channels passing off entertainment content as news on prime time. Not only do we frown upon the violation of the inviolability of news, but feel that such practices - solely for the purpose of garnering numbers - grossly underestimate the audiences’ intellect. Viewers today are not just discerning, they genuinely want to be informed citizens. Our campaign is aimed at bringing back ‘seriousness of purpose’ in dissemination of news.”

Speaking about the campaign, Mr. Rohit Kumar, DVP Marketing, said; “In today’s scenario, hype and triviality are presented in the garb of news. Zee News is initiating a pan India campaign to open a debate about ‘News that is’ and ‘News that should be’. Zee News hopes that this effort will improve the state of news content in today’s times.”

His statement is also supported by the nature of content on Hindi News Channels. According to the report, Zee News delivers 97.4% pure news whereas other channels are heavily into entertainment content (showing approximately over 25% entertainment content, Source : Centre for Media Studies).

Zee News acknowledges the intelligence of its viewers and the need for a serious and credible news channel. Keeping ‘pure’ news as its primary objective, Zee News has emerged strongly as the most preferred news channel.

Through the online campaign, Zee News reached out to the Media fraternity and invited feedback on the dilution of TV news and the possible solutions. The campaign garnered overwhelming response highlighting that the effort was not only timely but was also much needed. Through the duration, the campaign received numerous responses, some of them subtle, while others being blatant and out-rightly sharp.

For the next phase the initiative has reached on-ground from online. The channel is reaching out to various media agencies across Delhi and Mumbai.
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