MUMBAI: Zee TV is pushing for a younger and contemporary look. Stuck with a 35-plus image, the channel is positioning its shows with an eye on the 25-plus target audience.

Astitva --- Ek Prem Kahani, for instance, will take a leap of 18 years to lure in younger audiences. Same is the case with another primetime soap Piya Ka Ghar. Kareena Kareena, on the other hand, will have its lead character appearing in trendy outfits, sporting a modern look 14 March onwards.

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It is not only on the content front that Zee is consciously leading this drive. The design and feel of the channel is also undergoing change.

"Zee will be getting a more contemporary look as far as the design is concerned. In the programming front, we are going for an image make-over for some of our shows by introducing new generation characters in the storyline. Our future shows will be in line with this strategy," says Zee TV president Abhijit Saxena.

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How did Zee arrive at the conclusion that the channel needed a younger look?

"Looking at the TAM analysis, we found out that Zee TV has a skew towards the 35+ segment. We feel we will have an edge by going younger," he says.

Even Zee's long-running musical shows Antakshari and Sare Ga Ma Pa have been refurbished with new formats and new sets.

The new strategy will extend to telefilms which Zee TV plans to telecast on weekend slots starting May. "Even our telefilms' will have themes that will have storylines keeping youngsters in mind," says Saxena.