What’s-On-India channel has announced a deal with English GEC Zee Café, wherein it will be the exclusive preview partner for two of Zee Café’s new prime time series launches scheduled for July, ‘Happy Endings’, which premiered on July 20, 2011 and ‘Californication’, which premieres on July 25.
As part of this relationship, What’s-On-India will promote ‘Happy Endings’ and ‘Californication’ on all its platforms, including the What’s-On-India channel, on the www.WhatsOnIndia.com portal, on social networks, including Facebook and Twitter, among others, and inside media trade.
Commenting on the development, Abrar Shaikh, GM, What’s-On-India, said, “Zee Café has engaged with us for their most promising properties this quarter that have done very well internationally. However, the challenge today with tremendous amount of action in the English entertainment space is for good shows to find their right audience. We are ensuring a big consumer and trade push from our end to generate curiosity and eyeballs for both shows. Our mandate would be to lead viewers via exclusive previews and extended showcase slots on our channel plus online and social network triggers to the original programme on Zee Café.”