It’s time for a change in the programming schedule, perceived Zee officials. And, the change in viewing patterns goes effective September 26 with the Sunday movie slot in place. This will be followed by all the shows moving in the Monday to Thursday pattern from September 27, 2004. The movie to introduce the new format is ‘Munna Bhai MBBS’. The channel has substantial expectations from the big-hit blockbuster.
“The reason why we decided on a movie like ‘Munna Bhai MBBS’ is that it worked very well at the box office. It was not just a hit but it became a way of life in many aspects - in ads, on the street - everywhere,” shares Ashish Kaul, VP, Corporate Brand Development, Zee Telefilms, “In that sense, it has become a phenomenon and that is what we hoped to cash in on. There was no other movie that came to mind when we decided to show a 'Big' movie!”
The spokesperson explains that the channel is hoping for good number of eyeballs from the movie, which seems to be one reason behind selecting ‘Munna Bhai MBBS’ to begin the Monday to Thursday format with the Sunday movie in place. The channel intends to make the announcement of the change in pattern from this property.
For the Indian audience, traditionally, it is seen that movies on weekends deliver better. This is the trend on which Zee network is also banking on.