Yet another initiative from Zee TV is ready to hit Indian television. After being able to get some noteworthy numbers from its 9.00 pm to 10.00 pm block, the channel has roped in Deeya and Tony Singh to give it a light hearted love story ‘Jab Love Hua’. The new show launches on April 24, 2006 in the 8.30 pm block and is accompanied with some intensive on-ground and radio promotions.
Giving a larger picture, Ashvini Yardi, Programming Head, Zee TV, said, “We have been able to come up with some truly untold-on-television stories. The results of these are already seen in the channel’s performance and we intend to keep the momentum going. ‘Jab Love Hua’ is another such initiative and we see it taking our 8.30 pm slot to new heights.”
Even though she is confident about the show, she still doesn’t offer anything in terms of TRP expectations. What she does offer is that despite the show being aimed at the masses, the combination of bringing together two worlds in this form would appeal to the youth TG and housewives.
The slot has recently been seeing ‘Rabba Ishq Na Hove’ on Monday and Tuesday and ‘Sarkar’ on Wednesday and Thursday. Friday and Saturday are taken up by the hour long programme, Business Baazigar. In essence, in terms of ratings, 8.30 pm isn’t one of the easiest slots for Zee TV and the new show is facing quite a test.
The channel has some interesting marketing initiatives planned on the on-ground level as well as on radio. Speaking on these, the channel’s marketing head, Tarun Mehra, said, “We will be working closely on the city level. Hence, we have designed an hour of radio content, which we call the ‘Jab Love Hua’ hour. Listeners can give in their requests here and the RJ will speak use the phrase ‘Jab Love Hua’ quite a bit.” Radio City is the radio partner.
Branding is seen on the on-ground level as well, where the channel has organised road shows, which would again see the combination of the two themes and hence, the usage of ‘Car-Carts’. There is also a wheel of love, which couples could try a hand at and win being the ‘Jab Love Hua’ couple and so on.
Apart from this, in terms of marketing, the channel has occupied quite a bit of its on-air space and the usual in outdoors would be seen. The creatives have been designed by FCB Ulka.