Speaking to eFE, Zee Network's chief executive officer Deepak Shourie said the channel is expected to be cash-flow positive in 2000-2001. "We should be able to earn profits by next year," he added. In an effort to shore up its programming content the channel has just undergone an organisational re-jig by streamlining its operations. Several new postions have been created including one of GM Technical. The News and Current Affairs divisions are being looked after by an executive editor and editor and a recruitment drive is currently on.

On the programming content front, the channel is going in for more branded time slots. "The idea is to present Zee News as a news and information channel with hard-hitting news and exclusives," he said. A major advertising pitch of branded time slots is in the offing. A step-up in news gathering and news distillation effort are currently on. Several new programmes Continued on Page II including News at Nine, Prime Time news at Nine-thirty, Encounter, World View, Quote-Unquote, Beyond News and Cyber Zee are on offer. Plans are also afoot of have news bulletins on prime channel Zee TV. The channel is looking at other cross-promotional activities in other group channels. This may include programme swaps with the prime channel and the proposed educational channel which is slated to go on air later this month.

A revamped online portal relating to Zee News is expected to be up and running over the next three months. "We want to have more interactivity between the channel and our online effort," Shourie said. Video and audio streaming of programmes are part of the package. The channel is also looking at WAP-enabling the portal and offering news to mobile devices.

On viewership profile Shourie said in the last four months the channel has undergone sizable change with Zee News attracting a younger audience in the age group of 15 to 24 years.