NEW DELHI: Zee News in association with Dish TV has decided to extend its mass awareness campaign- "Iss Tasver ko Badal dalo - D for Digital" till 7 November to encourage viewers to switch over to digitisation.

The transition from analogue television to digital will bring in a bouquet of benefits to the consumer. Being a pioneer with many path breaking initiatives to its credit, Zee News had launched a mass awareness campaign - "D for Digital" - from 12 October to educate people the new way of TV viewing experience. The campaign has already empowered citizens about key issues and helped them make informed choices for a better future.

Understanding future needs and trends on information and broadcast mediums and the critical role digitisation will play, Zee News said it "extends full support to government’s decision to go for digitisation in the TV space - a move that will help in expanding and growth of the electronic media industry as well as benefit viewers as they can now select what they want".

"To keep ourselves abreast with the modern world it is important to embrace digital in our daily life. We are already very late in the process in implementing digitization in the broadcast industry. Through our dipstick research we have come to know that there is a lot of ambiguity amongst consumers/viewers about Digital cable TV. Hence we decided to empower our viewers through "Iss Tasveer Ko badal dalo - D for Digital" campaign across Delhi, Mumbai and Kolkata in the first phase. The ground activation aims to create awareness and educate viewers/customers about importance of digitisation and its benefits." says Zee News marketing head Rohit Kumar.

Zee News has already held a series of engagement activities in three metros - Delhi, Mumbai and Kolkata- like quiz, debates, painting etc under this mass education campaign. In addition to this, a live demonstration, with support of Dish TV, about the impact of digitisation has also been executed. This has facilitated product experience and awareness for smooth transition from analog to digital for an improved and hassle free high quality TV viewing experience.

The on-ground campaign started from Delhi on 14 October.