Chandigarh, November 17
Zee Punjabi, the newly announced Punjabi General Entertainment Channel by Zee Entertainment Enterprises Limited (ZEEL) is scheduled to go on air on the auspicious day of Lohri, 13th January, 2020. With its unique brand promise, ‘Jazba Kar Vakhon Da’ – the spirit to make the Vadde Sapne come true, Zee Punjabi’s full range of robust content endeavours to be the jazbaa that pole vaults people to their extraordinary dreams.
The legendary singer Gurdas Mann who has been associated with the channel says, “Zee Punjabi laa raha hai Punjabiyon ki kahaani, Punjabiyo ke liye, Pehli baar Punjabi mein. I am always happy to give back to my land and I am even happier that a network like Zee is taking this initiative. I am looking forward to the launch of the channel and being associated with it!”
Commenting on the much-awaited launch of its first GEC in the region, Amit Shah, Cluster Head – North, West and Premium Channels, ZEE said, Zee invests in understanding the pulse of Middle Class India and what drives people across different regions. We have had very successful regional channel launches across the country. With our consumer understanding and the innate ability of creating magic with our stories, we are now looking at the launch of Zee Punjabi. Despite the highest TV penetration (88%) in the country, Punjab has a significantly low Time Spent and that is a factor of not having dedicated Punjabi content that does justice to the region and the culture. Zee Punjabi is being launched by understanding the viewer’s need gap; for a culture that is so powerful, Punjab definitely needs its own authentic Punjabi channel. Intensive consumer work in the market has helped us understand the potential and craft the strategy for our content and brand. We are certain the audiences will resonate with the stories and fall in love with the characters”
Speaking of the launch, Rahul Rao, Business Head Zee Punjabi says, “We look forward to bring shows that are inspired from the region and its culture. Punjabis have a jazba and junoon which is very unique to them and our content is a reflection of that spirit. We have a strong line up of stories with themes familiar to Punjab, characters that people will fall in love with and faces like Gurdas Mann, Jazzy B, Jaidev Kumar, Sonu Kakkar and Sara Gurpal who are respected here! With over 20hours of original content every week and a strong line up of World TV Premieres every month, we are certain of being wholeheartedly accepted by the Punjabi audiences.”
Along with the stories and characters inspired from the land, the philosophy of ‘Jazbaa Kar Vakhon Da’ is also brought alive with the visual identity. The logo is a reflection of inner radiance and colours from the sunrise palette signifying the hope, the diler Jigraa and optimism of Punjab. The colour of fuschia magenta is an ode to their welcoming and warm nature and the gold captures their chaka chaund zindagi and the junoon to take on the world. The patterns of the timeless Phulkari rendered with a modern twist signify their strength that comes from their roots and the Bhaichaara within the community. This is juxtaposed with cascading spirals to connote their journey to their Vadde Sapne.
Zee Punjabi will be available across all major cable, DTH, Freedish and digital platforms starting 13th January 2020. The channel will also be available on ZEEL’s digital and mobile entertainment platform, Zee5.