Anurag basu - Televisionpoint.com | Mumbai
Zee Muzic, the 24-hour music channel from Zee Entertainment Enterprises Limited (ZEEL), has transformed itself into Zing.

Zee Muzic has been around for quite a few years now. But because of fierce competition from other music channels such as 9XM, Channel [V], MTV and ETC, the channel never found priority among either viewers or advertisers.

In 2005, Zee Music went in for a makeover and and became Zee Muzic. The new Zing identity will be shown on the music channel at a interval of 30 minutes, to accustom the viewers by adopting the new look gradually. The new logo is in sync with the positioning of the channel, and is kept sweet, simple and sober.

Zing, in its new avatar, aims to position itself as a lifestyle and music channel. It will now feature more music, humour, animation and celebrity lifestyle. The channel will also focus on interactivity and will have a fair share of talk shows and other formats.

A source from the industry says, "The music genre has been ruled by the likes of 9XM and MTV, with their unique and innovative programming. In comparison, Zee Muzic has never been very aggressive and was not very popular among the masses."

In line with Zoom TV, Zing plans to get back into the consideration with more Bollywood centric shows. The channel promises to be 'hip, happening and savvy' and the revamped look will get the channel that 'much-needed' attention.

On the programming front, Zing will feature the new version of Unplugged, a show on the lives of singers. The new version will be called Zing Plug, which aims to be better packaged than the earlier version.

The channel will also launch an anchor hunt, called Kwality Walls Anchor Hunt, which will select three winners, who will get a chance to be VJs on other channels of the Zee bouquet - Zee Cafe, Zee Trendz and Zing.