f you are a niche channel targeting the country�s youth it goes without saying you need to constantly reinvent yourself. To this end, ZEE Network has relaunched its music channel with unfailing regularity.

In February this year, ZEE Music decided to focus on interactivity as a means to gaining viewership. The new positioning aims at taking forward the attitude of the channel, which it describes as Desi Cool - a very bindaas, live-it-up attitude but, at the same time, holding on to its Indian roots. The programming mix was altered to offer a medley of Hindi film and pop music while leaving only 10 per cent for international content. "When you do a 15 minute-plus analysis, the stickiness is highest on ZEE Music purely because of the kind of songs we play," a company executive claims. ... more