Zing, the music channel from Zee Network, has undergone a complete change in look & strategy from 1April. Zing will now don a new logo and a refreshed positioning. Given the huge viewer base of the youth, the channel aims to strengthen its position within this age group by adding new fiction content fresh and music to the current programming. The new positioning is targeted at strengthening Zing’s position in the minds of the youth. Explaining the rationale behind the new positioning, Anurag Bedi, EVP & Business head, Zee Niche Channels says, “Today’s youth believe in living out loud. They believe in carving their own niche and learning from their own experiences instead of relying on others. They would rather make their own mistake and learn from that than not follow their heart. This is exactly what we would like to reiterate through our positioning. We want them to live with a zing, to live ekdum awesome!” In terms on content, Zing will now venture into the space of fiction shows targeted especially to the youth. These shows are set to epitomize the spirit and lifestyle of the youth across the country. The first show will be launched in the month of May and will be in line with the channel’s new positioning. Apart from that, a refreshed library of Bollywood music will be interspersed with the existing programming. Says Ashish Sehgal, Chief Sales Office, Zee Network, “This country has a massive youth population. With so many brands trying to grab as many eyeballs as possible within this important segment of the youth, this change in strategy & positioning has generated a lot of excitement amongst the advertisers.” The channel has also tied up with the film 2 States and has roped in the lead pair Alia Bhatt & Arjun Kapoor talking about the new positioning. The channel, with its all new avatar and promising new fiction shows will keep the youth hooked and wanting more.