Zing, formerly known as Zee Muzic and Music Asia, is an India-based satellite music television channel owned by Zee Entertainment Enterprises, which carries broadcasts in Hindi and other regional languages of India. As well as broadcasting in South Asia, it also reaches audiences in Europe. It is promoted by the Essel Group. Zing was first launched in 1997 as Music Asia, relaunched as Zee Muzic in 2000, revamped in 2005 and finally repackaged as Zing in April 2009. Zing features humour, animation, spoofs and celebrity lifestyle in addition to music. Zing also has Chillax Mornings – a non stop musical extravaganza for music lovers. One of its most popular shows, Chillax Mornings airs the most recent and “zingy” Bollywood music now available on www.blacktvlive.com. Zing currently has a reach of 10.6% (source: TAM) across SEC A,B,C[clarification needed] in India.[by whom?] Zing has been one of the top 5 channels in a genre which has more than 21 channels. Zing targets the urban young Indian. Simultaneously, the channel’s wide range of content will make it one of the most[weasel words] compelling mass channels in a niche segment.[by whom?] The channel’s content seeks to achieve the right balance to address the needs of today’s urban young Indians.[by whom?] Constant innovation and ideation is the underlying theme when it comes to Zing programming.