After being given the charge of Zee TV, the flagship channel of Zee Telefilms, as Business Head in September 2005, Punit Goenka has recently been given the additional charge of Zee Smile as well. The change is applicable to Ashvini Yardi, Programming Head of Zee TV as well, wherein she will now be looking after the content of Zee Smile as well.
Official comments weren’t forthcoming at the time of filing the story. However, channel sources divulged that the announcement had been made internally. Hitherto, Zee Smile was under the custodianship of Nitin Vaidya, in addition to his duties as Senior Vice-President, Zee Regional Channels. With this change, Vaidya will now be able to focus on the regional business completely.
Zee Smile’s content has been a mix of some of the old shows that have done well in their days and new initiatives as well – staying true to the comedy streak that the channel follows. The combination has allowed Zee Smile some of the best numbers in niche channels and it has done well ever since it was brought on the cable and satellite platform. Zee Smile has also been one of the few Zee channels that have seen a fair share of marketing noise.
Though Goenka has been with Zee TV for just over seven months now, the channel has much to speak of in ratings terms during this period, where it has taken the second position among Hindi General Entertainment channels. A need for the distinction of regional channel leadership perhaps also emerged following the recent restructuring that was seen at Zee Telefilms.
It is difficult to zero down on the reason behind the change without the official point of view. Nonetheless, much is happening at the Zee stable and this further raises expectations from the media house.