In a bid to cover more genres than what is allowed with the daily format, Zee TV has decided to bring in one-hour weeklies in its 10.00 pm slot. The format was seen with STAR Plus until the beginning of the year, when the slot was divided between two dailies, ‘Miilee’ and ‘Kkavyanjali’.
Beginning the one-hour weekly format is the much-hyped Ketan Mehta’s ‘Time Bomb 9/11’ that goes on-air from June 20. The others to follow will be Aroona Irani’s ‘Rabba Ishq Na Hove,’ the revamped version of ‘Sa Re Ga Ma Pa,’ and the horror serial ‘Rooh’. Ashwini Yardi, Programming Head of the channel, said, “We needed a good answer for the 10.00 pm and this is it. With these shows we have a whole range of variety for our viewers.”
Explaining further, she said, “In Time Bomb itself, you can see that we are putting very compelling programming in this slot, which is also differentiated from the other offerings in this time slot. The same will be the case with other shows as well.”
The marketing activities around Time Bomb has already begun – both on-air and off-air and if indicative figures are anything to go by, the channel will be spending quite a lot to ensure the right noise around the show.
Even as the marketing head, Tarun Mehra chooses to be selective in divulging information around the planned marketing activities, he does inform that the scheduling change would largely be announced on the back of the network itself. As for the promotions around the shows, not all four will see equal marketing attention. Time Bomb with the maximum, followed by ‘Rabba Ishq Na Hove.’
Yardi further pointed out that the varied content that the channel aims at providing is also obvious in the fact that Time Bomb is created as a 25-week property. She explained that the genesis of this serial is from the erstwhile ‘Pradhan Mantri’, also created by Ketan Mehta.
Mehta said, “I was always excited by the thriller genre but never explore it and when Zee TV invited me to do another project for them, I was took the opportunity. Time Bomb is actually a revisit to PM, but instead of just a political saga, it is this political, psychological thriller – based on global terrorism.”
The exact dates for the other shows to be placed in the 10.00 pm slots isn’t confirmed yet but the channel officials informed that they will be in place in this month itself.