NEW DELHI: TV9 Marathi has unveiled a new look and brand positioning – Kaalji Tumchi Hith Maharashtrache (Viewer’s Concern & In the Interest of Maharashtra) on the occasion of its 12th anniversary.

TV9 Network CEO Barun Das noted that every business needs to pivot to align itself with the evolving consumer interest. “TV9 Marathi, having emerged as the viewers’ choice in the state in the last 12 years, is all set to restage for the Marathi audience. The new brand promise is firmly rooted in the regional pride of Maharashtra and makes a compelling pitch for further progress of the state,” he said.

Along with its new look and positioning, TV9 Marathi has also revamped its content strategy. The revised programming line-up has a slew of innovative content formats along with a power-packed primetime to address the ever-evolving Marathi news viewer. 

TV9 (Marathi) editor Umesh Kumavat said, "We try to deliver every news which concerns Maharashtra and its viewers. We will cover every important aspect of news which includes both urban as well rural sectors at breath-taking speed without compromising its authenticity.”

The new brand positioning is very well-aligned with the core philosophy of TV9 Network as a group, observed TV9 (Marathi) business head Bhushan Khot.

“We have a responsibility of delivering news which is not only credible but also concerns  the people of Maharashtra. Be it political, social or day to day happenings, news which provides value to the viewers are at the core of our brand promise. The brand campaign focuses on the new positioning and the programming will have a 360-degree marketing plan which includes TV, digital, outdoor, print and radio,” said Khot.