Our strength lies in facts blended with Gujarat’s culture, not headline-chasing: Dixit Soni, Zee 24 Kalak

Since its launch in 2017, Zee 24 Kalak has emerged as Gujarat’s leading 24-hour news channel, redefining regional journalism with fearless, truth-driven, and impactful reporting. Over the past nine years, it has earned the unwavering trust of viewers by combining credibility, innovation, and accountability—establishing itself as the powerful voice of Gujarat.

At the editorial helm is Dixit Soni, a seasoned journalist with over two decades of experience in covering the state’s political, social, and cultural landscape. Known for his deep-rooted field network and strong relationships with policymakers, Soni has been leading the channel since 2019, shaping its editorial direction with sharp insight and integrity.

MediaNews4U caught up with Dixit Soni for an in-depth conversation about Zee 24 Kalak’s journey, its evolving vision, and what’s next for the channel.

1) What makes Zee24 Kalak distinct in its editorial approach and connect with viewers?

At Zee24 Kalak, we don’t just chase headlines—we focus on impact. We ask how the news affects someone sitting in Rajkot, Surat, or Ahmedabad. Our reporters are deeply rooted in the community, our anchors speak the same language as our viewers, and our stories balance hard facts with the cultural pulse of Gujarat. That’s what makes the connect real and lasting. It is also why our tagline resonates so strongly: “Gujarat nu Gaurav, Gujarat nu Bharoso.”

2) What trends are you noticing in Gujarati audiences’ news consumption patterns?

We are seeing a clear shift in consumption habits. Younger audiences want news that is sharp, visual, and mobile-first—delivered through explainers and infotainment formats. At the same time, families and older viewers continue to prefer detailed coverage of regional and social issues. Across all age groups, hyperlocal stories—be it about roads, water supply, or festivals—are becoming increasingly important.

3) How do you plan your content mix between cultural programming, hard news, and regional storytelling?

We treat our content mix like a Gujarati thali—every element has its place. The foundation is strong political and economic coverage. To that, we add cultural and human-interest stories that reflect the state’s identity. During major festivals like Navratri, we layer in lifestyle, food, and music while ensuring the integrity of daily news remains intact. This balance keeps the programming engaging without losing
focus.

4) With younger audiences on digital and older ones on TV, how do you speak to both?

We follow a platform-first storytelling approach. The same story is told in different formats: a deep-dive discussion for television, a two-minute explainer for YouTube, and a 30-second reel for Instagram. The message remains consistent, but the delivery adapts to the audience. This ensures relevance across generations and platforms.

5) With festivals like Navratri, does the channel see an opportunity for special formats beyond news?

Absolutely. Navratri is the heart of Gujarat’s cultural calendar, and it naturally extends beyond news. We produce live garba coverage, highlight small-town celebrations, showcase behind-the-scenes with designers, and even share safety tips for late-night travel. It becomes a fusion of news, lifestyle, and celebration, which keeps our audience both informed and emotionally connected.

6) Navratri has become global. How is Zee24 Kalak catering to both local and diaspora audiences?

For our local viewers, the focus is on showcasing how Gujarat celebrates. For the diaspora—in New Jersey, Dubai, or anywhere else—it’s about connection. We stream live events, curate digital highlights, and feature stories of Gujaratis abroad celebrating in their own unique way. This dual approach turns Navratri into a shared cultural experience, bridging distances and bringing the global Gujarati community together.

7) How do you see the Gujarati news space evolving in the next 3–5 years, and Zee24 Kalak’s role in it?

The Gujarati news landscape will become faster, more hyperlocal, and increasingly digital. Audiences will expect instant updates and stories that feel closer to their lives. Zee24 Kalak’s role is to lead this shift—by strengthening local journalism, experimenting with new formats, and maintaining the trust that viewers place in us. Our focus will remain on offering a hyperlocal approach with a global perspective, positioning us as the first choice for Gujarati audiences, wherever they are.