Uttar Pradesh chief minister Yogi Adityanath, who attended the launch of Zee Uttar Pradesh-Uttarakhand said: “Zee Media Group has highlighted key national issues,” and said he hoped “the new channel will provide correct and unbiased news to 25 crore people of Uttar Pradesh and Uttarakhand”.

The TV channel is the latest in ZEE Media’s cluster of 14 news channels in eight different languages. The broadcaster now operates one global channel (Zee News), four national and nine regional news channels, which combined reach an audience of 220 million.

Uttarkhand chief minister Trivendra Rawat; yoga guru Baba Ramdev; Rajya Sabha MP Subhash Chandra; deputy chief ministers of UP Keshav Prasad Maurya and Dinesh Sharma, former UP chief minister and Samajwadi party chief Akhilesh Yadav, Rajya Sabha MPs Amar Singh and Vivek Tankha were also present at the Taj Vivanta launch ceremony on 21 December 2017.

Zee previously broadcast a channel of the same name for UP and Uttarakhand, but re-branded in 2014 to Zee Sangam. In 2015, Zee Sangam became India 24x7, which in turn was rebranded Zee Hindustan in May 2017.

In addition to Zee Uttar Pradesh-Uttarakhand, Zee Media operates: Zee News, Zee Business, WION, Zee Hindustan, Zee Punjab Haryana Himachal, Zee Madhya Pradesh Chhattisgarh, Zee 24 Taas, 24 Ghanta, Zee Kalinga News, Zee Bihar Jharkhand, Zee Rajasthan, Zee Salaam, and Zee 24 Kalak.