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Zee TV flexes marketing muscle for ‘Ghar ki Lakshmi Betiyaan’

20-September-2006
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Zee TV flexes marketing muscle for ‘Ghar ki Lakshmi Betiyaan’

The spat with STAR Entertainment over, Zee TV has now busied itself with its new offering, ‘Ghar ki Lakshmi Betiyaan’. In sync with Zee TV’s strategy of daypart concentration to secure and grow its position in Hindi mass channels, the channel has embarked on an aggressive marketing campaign for its new 10 pm property.

Ashwini Yardi, Programming Head of Zee TV, believes that the show would allow the channel a leadership position in the 10 pm slot as well. She said, “We are performing well in the 9-10 pm slot any ways and with this, we will extend our position further.”

Zee TV officials explained that since this was one of the biggest launches from the channel after ‘Saath Phere’, ‘Ghar ki Lakshmi Betiyaan’ was being promoted aggressively.

At present, the channel is concentrating on the 9-10 pm slot and had recently launched a marketing campaign to support this. The slot houses two top delivering shows of channel ‘Saath Phere’ and ‘Kasamh Se’. With this, the 10 pm slot comes under the microscope again and the channel would sure be hoping that it gets them the eyeballs that would elevate Zee’s position on the whole.

Incidentally, Dheeraj Kumar’s Creative Eye is the production house behind ‘Ghar ki Lakshmi Betiyaan’.

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