Zee TV is launching two mythologies, Jai Santoshi Maa and Mahabharat on Fridays to take on Sony Entertainment Television and Star Plus.
Jai Santoshi Maa will be a half-hour programme at 8 pm, Mahabharat will be a one-hour show at 10 pm. The strategy behind this plan is to capitalise on Jai Santoshi Maa worshippers on Fridays and create a tune-in viewership for the expensive programme Mahabharat.
Star and Sony are at loggerheads on Fridays with similar kind of programming genres. Both the channels have a mix of game shows, culminating in a thriller at the 10-11 p.m. slot.
Star Plus broke the programming schedule after the launch of Kaun Banega Crorepati and the one-hour daily shows. The programming strip has been broken into Monday-Thursday, then Fridays, and Saturday-Sunday.
Zee TV’s lineup of soaps on Fridays did not work. Sarhadein, Ateet and Dollar Bahu will be pulled out on Fridays to accommodate Jai Santoshi Maa and Mahabharat.