Zee Media Corporation Ltd (ZMCL) is all set to re-enter the Uttar Pradesh/Uttarakhand market with the launch of Zee Uttar Pradesh/Uttarakhand on 20 December. The tagline of the channel is Khabar Mein Rahiye, which roughly translates to stay in the news. ZMCL had a channel for UP and Uttar Pradesh called Zee UP/UK, however, the channel was re-launched as a national news channel under a new name India 24×7 in 2015. The same channel was later re-branded Zee Hindustan earlier this year with a focus on rural Hindi Speaking Market (HSM).

“We are coming up with Zee Uttar Pradesh/Uttarakhand on 20 December,” Zee Media’s senior editor Pawan Lalchand posted on his Facebook account.

ZMCL COO Rajiv Singh was unavailable for comment until the time of filing this report.

The broadcaster had received the uplinking licence from the ministry of information and broadcasting (MIB) on 22 September.

ZMCL has been on a launch spree in 2017. Earlier, the company launched an Urdu news channel Zee Salaam followed by a Gujarati news channel Zee 24 Kalak.

Zee Salaam was launched on 21 July to cater to more than 90 million people in the country who read and understand Urdu.

Zee 24 Kalak was launched on 28 September to focus on developments in the state of Gujarat and to cater to the Gujarati community in neighboring locations as well.

The company owns and operates 13 news channels across English, Hindi, and regional language markets.

For the quarter ended 30 September, the company had seen a 60.6 percent dip in net profit to Rs 3.79 crore due to new channel launches and investment in the e-commerce business. Operating revenue had increased 23.9 percent to Rs 124.6 crore even as expenditure jumped 31.4 percent to Rs 103.2 crore. – Indian DTH