Zee TV’s research showed a matured audience starts building up at 8.30 pm, while a younger audience is glued to the television set before that.
The positioning of a musical — Deewane to Deewane Hai — and a story-based soap rich in music — Ek Tukdaa Chaand Ka — is to tap the younger audience. The 8 pm viewer is slightly older. So we have a soap which is strong in music.
Research also showed that by 10 pm there was an equal amount of viewers from all age groups. So the channel introduced the interactive show that helped in creating a split between the young and the old audience in the family.
The 11 pm slot was untapped by the other channels. Zee TV decided to create new audiences by launching an upmarket product, Sarhadein. The 9-10 pm slot is being filled with two daily soaps to take on Star Plus’ game show, Kaun Banega Crorepati. Zee took a proven product, Chotii Maa, to absorb the risk.
The entry for the hard core soap opera audience will be at 8.30 pm where Zee continues to run shows like Amanat and Koshish.
The main task will be to attack Star Plus at the 10-11 pm band. While Aap Jo Bolein...is from Mondays to Wednesdays, the other weekdays will have two half-hour soaps.