Zee Bharat has unveiled its new avatar aimed at reflecting the aspirations and changing content preferences of young India.

According to a Zee Media Corporation Limited press release issued on August 12, the channel announced its repositioning on International Youth Day under the theme ‘The Vibe of Young India’.

The new Zee Bharat will focus on news, internet culture, technology, entertainment, lifestyle and real conversations. The channel said its new proposition is built around three principles Real, Relevant and Relatable.

Zee Bharat will also move beyond traditional television by expanding its presence across social media, short-form video, Connected TV, creators and digital platforms. The channel is adopting a social-first, digital-native and omnichannel approach with a 24×7 streaming model.

Raktim Das, CEO, Zee Media Corporation Limited, said the reimagined Zee Bharat has Young India at its core and is designed to align with changing consumer habits across television, mobile, social media, Connected TV and digital platforms.

The channel’s new content lineup includes shows such as ‘News Hotspot’, ‘News Laundey’, ‘18 Plus’, ‘Meme Reaction’, ‘Mission UPSC’, ‘Techlusive’, ‘The Behen Show Dil Dimag Dosti’, ‘Spill the Chai’, ‘The Front Row’, ‘Gyan Dose’, ‘Purani Files’ and ‘Creator’s Day Out’.

Zee Bharat will also take its content beyond screens through multi-city engagement platforms, gaming, creator-led experiences and on-ground initiatives.

The channel said its new avatar is not defined only by age but by a mindset that is curious, ambitious, optimistic, expressive and eager to participate in shaping what comes next.

Through the repositioning, Zee Bharat aims to provide a platform for Young India’s aspirations and perspectives while contributing to conversations around the country’s journey towards Viksit Bharat.