The Hindi entertainment segment on television has seen the emergence of youth-centric channels for more than a decade now. Channels such as MTV, which was music-focused, changed its strategy to target youngsters. Channel V did the same thing, until recently when it decided to focus on music.

While there have been channels catering to the youth, there has never been a youth general entertainment channel. Channels like MTV and Channel V still continue to show music and hence are still classified as general entertainment channels.

Zee Entertainment Enterprises (ZEEL), pioneers in the Indian broadcast industry, is set to bring the first-ever general entertainment channel for the youth with the launch of Zee Yuva. The channel, which will have light humorous content, is set to be launched on August 22. At a recent launch event, BestMediaInfo caught up with Bavesh Janavlekar, Business Head, Zee Talkies and Zee Yuva and Sharada Sunder, Executive Vice President, Cluster Head, Regional Channels to know more.

SHOOTOUT BY VIJAY TASVEER