‘Mujhse Shaadi Karogi’ was not just a property for Zee TV but also a platform wherein the channel laid stress on promos of forthcoming shows and showcased four new shows to its audience. With a rating of 4.42, channel officials said that they did get the viewer attention they wanted for these shows.
‘Mujhse Shaadi Karogi’ consumed three and a half hours of the channel’s time. In that duration, the channel aired lesser paid ads and more promos, “It is an unprecedented strategy. There is rarely a case when people don’t milk good properties like MSK to the fullest. We were coming with four new shows in this month itself and making other strategic changes in our programming. We realised that the movie would bring in unique eyeballs to the channel and it would make sense for us to leverage that to introduce the new shows to the viewers,” said Abhijeet Saxena, Business Head, Zee TV,
TAM Media Research indicates that for the CS 4+ of the Hindi speaking markets, the movie rated at a 4.42, over duration of three and a half hours. This is one of the higher numbers that Zee TV has seen for a while.
“We have marketed the movie well and it is good product – we were expecting this kind of numbers,” said Saxena. Of the four shows that the channel promoted heavily on the movie, one was Time Bomb, which despite the legal problems it has run into will not defer from its planned launch on June 20, 2005 marking Zee’s attempt to consolidate the 10.00 pm band with one hour weeklies.
The other weeklies one will see here are ‘Rabba Ishq Na Hove’, revamped, ‘Sa Re Ga Ma’ and the horror serial ‘Rooh’. Following the weeklies will be ‘Kashish’ in the 11.00 pm slot.