Zee Cinema’s ‘Shanivaar Ki Raat Amitabh ke Saath’ has been on-air for the past three years and is now on the verge of completing 100 weeks. To celebrate the occasion, the channel is adopting innovative ways to promote the show.
The channel will be showcasing some of Big B’s best scenes, dialogues, songs, snippets, etc., specially tracked, edited and packaged to mark the actor’s birthday from October 11 to October 21.
“The popularity of the programme can be attributed to the strategic selection of content by the programming team and Zee Cinema’s new innovative ways to market the property,” said Mohan Gopinath, Head Programming and Marketing.
He further said, “Shanivaar Ki Raat has now become generic and an identification factor which make it a strong property. It is, in fact, the longest running Amitabh property in the history of Indian television.”
Speaking on the marketing initiatives revolving around the campaign, Gopinath said, “We have tied up with DNA in print medium and Red FM Mumbai for radio. DNA had dedicated their Glory supplement to Amitabh Bachchan, on October 11, while Red FM Mumbai and ZCN will run 100 Not Out – Amitabh ki Sau Baatein every day from October 12 till October 21 with trivia/snippets, etc., on Amitabh.”
Gopinath added, “The channel has received a positive response from viewers through the interactive mechanisms and response functions. And, in future too, we would strive to provide the viewers with greater involvement through our programming and marketing on the property.”