Zee TV has added a new property – ‘Mamta’ – to its afternoon block. The serial, which will be aired from Monday to Friday, will be launched on January 9, 2006 in the 1 pm slot. Marketing around the show has already commenced, and much is seen on air across Zee Network itself.
Speaking on the launch of the serial, Ashvini Yardi, Programming Head, Zee TV, said, “‘Mamta’ is a gripping and an intense drama series. Zee TV has always taken the initiative to experiment with new storylines. ‘Mamta’ is another effort in this direction. The audiences have supported our endeavours thus far, and we are optimistic of their continued support.”
The fact that Zee TV has been investing in its afternoon band has proven to be a good decision in the improvement of the channel’s performance in the overall day shares. ‘Mamta’ is the creation of Shobhana Desai, and Zee officials informed that reasonable action around the marketing of the show would be seen in days to come.