The 9PM time slot has become more competitive than ever with Colors airing ‘Big Boss – Season Six’ seven times a week for an hour. If this was not enough, Star Plus further extended its weekday programming content ‘Yeh Rishta Kya Kehlata Hai’ which is aired on the 9.30PM time slot to Saturdays as well. Now Zee TV is all set to strengthen its 9.30PM slot with new show ‘Qubool Hai’, slated to go on air from October 29, 2012.
With the competition between general entertainment channels increasing significantly, this move of Zee TV to further extend its prime time to the 11PM time slot by shifting ‘Phir Subah Hogi’ could pay rich dividends due to the fact that there has been no linear programming that has been observed since Star Plus’ show ‘Maryada – Lekin Kab Tak’ went off air.
Commenting on the importance of the chosen time slot, Sukesh Motwani, Fiction Head, Zee TV stated, “To ensure that we use ‘Pavitra Rishta’s’ leadership position, we have placed ‘Qubool Hai’ on the 9.30PM slot and created an alternative extended prime time slot for ‘Phir Subah Hogi at 11PM.”
A 360-degree marketing campaign has been designed in a way that would not only tap Muslim viewers, especially in key markets such as UP and MP but would also be aimed at understanding their culture and social pressures in a refreshing and inspiring manner.
Besides an aggressive digital campaign, the channel has also developed a focussed IVR platform for the viewers to have a personal dialogue with the character ‘Zoya’ who shall help them solve their problems in her style. The focus of the campaign has also been to highlight Zoya’s modern sense of style and fashion.
According to Motwani, the show is appropriate for the 9.30PM time slot since it would depict a lot of core values such as love, family, etc. He added, “The other thing that we wanted to do is to be much bolder with ‘Phir Subah Hogi’. This is not necessarily in terms of scenes but as the theme is about obsession, it would be more interesting to push it to 11PM and explore all aspects.”
The newly launched show ‘Qubool Hai’ is a Muslim social drama which would have a mix of both, drama and romance. The show explores the lives of three individuals who are starkly different from each other and yet are entwined by threads of destiny. The show will also attempt to remove certain misconceptions that people have about the Muslim culture.