Mumbai-based Essel Group recently forayed into printing with the launch of its weekly Marathi newspaper, Zee Marathi Disha. This will be a first-of-its-kind of offering by a television network in print. Devendra Fadnavis, the chief minister of Maharashtra, unveiled the weekly on 5 December 2017.
Vijay Kuvalekar has been appointed Editor-in-Chief of Zee Marathi Disha. Speaking on the launch, Kuvalekar said, “In the cluttered news space with multiple news formats, there is a lacuna of a single aggregator which brings together the entire array of content suitable for family. Credibility and in-depth analysis is lacking in modern times. The reader is looking for solutions from experts which can cater to multiple people in the same household.”
The Marathi weekly will cover genres like current affairs, business, health, entertainment, technology and kids. The 44-page weekly newspaper aims to be a family favorite, targeting new-age readers, who are ambitious and savvy, yet rooted in culture. Zee Marathi Disha will be available to readers in 130 towns across Maharashtra, hitting newsstands on every Saturday and through subscription.
Sanjeev Garg, chief executive officer, DNA and Zee Marathi Disha, shared, “There was a clear opportunity to create a vibrant and premium newspaper that is an aggregator for the whole family. The market looks for brands that they can trust in the era of fake news. Zee Marathi Disha will resonate with the values, ambition and the mind-set of every household in Maharashtra. It was about time that we had differentiated, yet extremely relevant, content served to the readers in Maharashtra and we readily accepted the challenge. The clutter-busting approach of adopting an all family inclusive newspaper as opposed to the traditional segmentation helps in getting families together though the product.”
The brand positioning of the Marathi weekly clearly states that it will contain something that will get the family back together again with its wide range of content in a single newspaper. In-depth analysis of topics that impact consumers and relentless pursuit of truth are the values around which the brand plans to center its content.
As per Fadnavis, “One may be surprised that a group like Zee, which is well-entrenched in electronic media, is turning towards print. But then, Subhashji is known for his innovative spirit. I am sure that like Sukh Wartaon Zee 24 Taas, Disha, too, will provide much needed positivity to society at large.”
