Zee TV will be relying on a host of daily soaps, game shows and Ekta Kapoor’s women-oriented serial at 9.30 p.m. on weekdays as it re-launches the channel. The channel plans to spend Rs 15 crores, spread over a month on promotion of new programmes.
This is the biggest budget ever spent by Zee for marketing its shows. Star had spent around Rs 4 crores for promoting the Amitabh Bachchan-hosted game show Kaun Banega Crorepati.
The daily soap run will start at 8 pm with a serial called EK Tukda Hai Chand Ka, supported by Hindustan Lever Ltd. Balaji Telefilms daily soap, Kohi Apna Sa, will be aired from August 27, at 9.30 p.m., immediately after Choti Maa. The only half-hour break between the 8-10 pm band on weekdays will be the 8.30 slot, which will telecast the long-running successful shows like Amanat and Koshish.
For the 10-11 pm slot, Zee has already announced an interactive show on Mondays-Wednesdays to take on Star Plus’s popular daily soaps produced by Balaji Telefilms.
The time band will be split into two half-hour shows on Thursdays and Fridays. On Mondays-to-Wednesdays, the channel will air Sarhadein at 11 pm, sources said. On other days, the channel will telecast First Take and Shree 420.
Zee has started a teaser campaign, Kaun Hoon Main (Who am I). It will also run ads on painted buses and trains. About 120 hoardings will be used across the country.
Zee Telefilms reported a 12 per cent rise in its net profit for the first quarter ended June 30, 2001 at Rs. 29.88 crores. However, the net profit of Zee Network (consolidated) dipped 13 per cent to Rs. 36.37 crores during the same period.