Zee TV is working hard to secure and elevate the overall No. 2 position it has among Hindi general entertainment channels (GEC). Secure on various day parts, one of the biggest initiatives of the channel comes in the 8.30 pm slot, where it is all geared up to launch ‘Ghar ki Lakshmi Betiyann’.
Ashvini Yardi, Head Programming, Zee TV, informed that the show was planned for a mid-October 2006 release as a weekday daily. Dheeraj Kumar's Creative Eye is the production house. Yardi stated that the clear objective was to take the leadership position consolidate the 6-10 pm slot.
As to how ‘Betiyann…’ would help the channel in doing that, she replied, “We are very confident of the new property. This is our next biggest after ‘Saat Phere’. The storyline and cast is extraordinary, and we have been known to create icons from newcomers – Bani and Saloni being two cases in point. Also, we are known as a channel that boldly tackles social issues and with ‘Betiyann…’ we have again struck a sensitive chord.”
Replying to what led to the inception of the concept, she said, “This was a concept by the internal Zee creative team, so one can say inspired by everyday life.”
One of the most recent initiatives from Zee TV was the launch of the daily ‘Dulhann’. Giving the channel’s point of view on the performance of the show, she said, “Dulhann, like all other shows, has got to a decent start. The genre of the show is such that it will take a little while to catch on. But we are confident of the property. The storyline is catchy and actually the show will take off from this week.”
At present, the channel is concentrating on the 9-10 pm slot and has launched a new marketing campaign to support this. The slot houses two top delivering shows of channel ‘Saat Phere’ and ‘Kasamh Se’. The slot has been a very interesting one for GEC’s per se, given that this is the only cream block where Zee TV has beaten STAR Plus. The new marketing campaign makes more noise around these shows. The objective is to increase the eyeballs that the channel is getting in this block.