MUMBAI: Almost a year ago, Zee Media Corporation (ZMCL) had come up with a strategic idea to monetise its regional news channels. A concept called ‘TEN’ was introduced, called terrestrial entertainment network that meant half of the channel’s content would have news while the other half would focus on entertainment.

Now, the network has decided to revert to its old formula of sticking to just news and hence, put an end to the ‘TEN’ format. The channels namely Zee Rajasthan Plus (Marudhara) for Rajasthan,  Zee Purvaiya for Bihar & Jharkhand, Zee Kalinga for Odisha, will no longer air any show pertaining to entertainment.  Zee Purvaiya and Zee Kalinga were launched early this year while Zee Marudhara was launched in July, last year.

Erstwhile ZMCL CEO Alok Agrawal, who recently moved to Network18, had said in an earlier interaction with indiantelevision.com that the investment gone into these ‘TEN’ format channels was more than a pure news-focused channel and it had potential. However, now sources from the network say that it is looking at saving some costs as well as bringing synergy between its channels.

Even though the ROI and plans are being worked out, the channels are preparing to go 24X7 news oriented. Zee Punjab/Haryana/Himachal which also runs similarly on the TEN network will have more news, in a few days. Zee Purvaiya will end its entertainment shows from 20 July while Zee Kalinga and Zee Marudara will follow the same from August.

The entire look and feel of the channels will also undergo a makeover to suit the programming change and will soon be followed by a marketing campaign, plans for which are in the making.

Recently, Zee UP/Uttarakhand which was rechristened Zee Sangam also dropped the TEN format and went on to be a national channel with a focus on UP.