Zee TV has four new shows for its viewers this month and the channel has opted for a differentiated promotion strategy for these shows. During the telecast of its weekend movie, ‘Mujhse Shaadi Karogi,’ the channel has increased the number of promos vis-à-vis paid ads to make noise around the new shows.
The new programming strategy will be unveiled during the premier of the movie ‘Mujhse Shaadi Karogi’ at 8.00 pm on Sunday. Consequently, the breaks would largely comprise of promos.
The biggest show of the new line-up is Ketan Mehta's production ‘Time Bomb.’ The show will be one-hour weekly and is expected to hit the screen early July. The star cast comprises of names like Rajiv Khandelwal.
The ones that are coming in June are Ravi Rai’s ‘Kasshish.’ The show is slated to launch on June 20 in the 10.00 pm slot, which is presently taken by ‘Kabhi Haan Kabhi Na.’ A week before that Cinevista Production’s ‘Paalkhi’ is slated to launch in the 11.00 pm slot. ‘Paalkhi’ too is a daily, which launches on June 13.
The final show coming on the channel is ‘Rabba Ishq Na Hove,’ the title track is done by Sukhvinder Singh. This is also a daily scheduled for this month. However, the launch date is not confirmed yet.
The on-air teasers for shows like ‘Kasshish’ have begun but June 5 would be the media break of the rest of the shows. All shows would be supported by cross media marketing solutions.
Channel officials explain that the genesis of launching the shows in this manner, comes from the results of a survey that was conducted. The research asked what would the viewers ideally like to see during the movie breaks. Based on the dipstick, the popular reaction was that people saw the channel more during promos than ads.