These days Zee programming can be called anything but sleepy. The channel is actively inducing new programmes and working on different time bands. Joining in the recent launches, now there is ‘Kahiye To…’, placed on Sunday 12.30-pm slot. What makes the show interesting is that Zee encourages viewer participation in deciding on its forthcoming properties through this show.
The anchor-based show is hosted by Raj Verma and Anmol Gill. Ashwini Yardi, Head Programming, Zee TV explains, “This is the first time a television channel is going interactive with its viewers. The audience gets full freedom of choice, deciding what they want to watch. The audience can decide, based on a pilot, if they want a serial to be developed further or be junked.”
The channel plans to introduce one pilot in an episode. Clippings of the pilot and some more on the concept will be explained on the episode. Viewers can send in their response through SMS. Based on a benchmark of votes and the majority of the response, it will be decided whether the pilot becomes a full-fledged series. The results of the voting will be announced in the following weeks’ episode. The pilots selected in this fashion will go into production and be on air at the earliest time possible.
Apart from the new launches on the channel, like ‘Tamanna House’, ‘Hum aur Tum and Reth’, and the complete branding of the afternoon slot into Zee Woman, as was reported by exchange4media.com last month, this is yet another noteworthy initiative from the Zee stable.
To give an indication on the kind of response that the advertisers are giving to these differentiated initiatives on the channel, Triveni Das, Head, Sales, Zee TV, expresses, “The response has been absolutely overwhelming, to say the least. The concept of creating a band in the afternoon on the lines of a woman’s magazine has generated huge interest among advertisers. In fact, apart from Kellogg's which is the main sponsor, we already have several other confirmed clients like Badshah Masala, CavinKare and Bikaju Bhujia to name a few.”
Explaining more about the reactions that the channel has hence received, she adds, “The market confidence in this property is also evident from the fact that some clients have wanted to forward book this property post Kellogg's sponsorship commitment. Even certain two wheeler categories which are typically male-skewed are in discussions with us for sponsoring this band.”
Our typical marketing budget is usually 10 per cent of the topline spend