Both channels are regional channels, Zee purvaiya for Bihar and Jharkhand. Zee Kalinga channel for Odisha audience. Both channels will be mixer of regional news and entertainment content.
One reason behind regional focus, Agrawal said, “There is a growing viewership in the regional space and national news viewership is on a decline. Extensive research in each of the regions shows that viewers increasingly want more and more of both news and non-news content which appeals to them locally and reflects their culture, their news, their issues. Media is becoming more and more interactive these days and it’s not possible for many to participate on national channels. This is where the role of regional channels comes into play to engage with viewers.”