All our fiction shows are showing very positive trends in terms of viewership: Deepak Rajadhyaksha, Deputy Business Head, Zee TV

Zee TV is looking at some new phases in terms of story, which are not currently present on any Hindi GEC, says Rajadhyaksha

e4m by Dolly Mahayan
Updated: Dec 5, 2017 11:00 AM

Zee TV is all set to launch its weekend show ‘Detective Didi’ starting December 9, 2017. The show, to be aired every Saturday and Sunday at 8.00pm, is produced by Rohit Vaid and Bedi Dutta.

Commenting on the show, Deepak Rajadhyaksha, Deputy Business Head, Zee TV, said, “Over the past 25 years, Zee TV has been at the forefront of presenting viewers with a relatable glimpse of the common man’s life and aspirations, and Detective Didi is another step in this direction. It is the very first time that we have introduced a detective drama over our weekend prime time, adding variety to our offerings and inviting a fresh audience to sample our content. The show will tease the inner detective we all have in us."

Rajadhyaksha spoke to exchange4media, at the launch event of “Detective Didi” in Delhi where he shared his views on the marketing strategy for the show, its TG, content strategy and more. Excerpts:

What will be marketing strategy for this new show?
We are going all out in terms of our marketing activities and promotions. We will focus on radio, television and digital but not print. The impact of print is particularly strong on day-to-day fictional shows. So we will explore all mediums but not print as of now.

Who is the target audience of Detective Didi?
There is no fixed target audience as such, it is a pure family show. Female audience is the priority. We hope that with this show people will understand how strong women are and how wonderfully they can take care of their personal and professional lives.

How has Zee as a brand evolved over the years in terms of content?
Rather than evolving, we have always updated and upgraded ourselves according to the need of viewers. If you look at the last 25 years in India, viewers have evolved in terms of their spending capacity. In many aspects the thought process of an evolving emerging medium class has drastically changed in last few years. Zee TV has always tried to match their aspirations, emotional connect and also their need in terms of entertainment on a daily basis.

With several OTT players entering in scene- Netflix, Amazon and Hotstar to name a few- what are your plans to strengthen Ozee and Ditto TV?

I am not involved in that but very soon you will see new things coming in particularly in the OTT arena, which will be announced very soon. As a platform, we are evolving and refreshing it, things are in the process. I am not the right person to comment but we are exhilarated as far as OTT is concerned.

Some of your shows like Kumkum Bhagya and Kundli Bhagya are quite popular among the audience. How important is viewership rating for you? 

Viewership rating is too crucial as it derives the revenue. Zee TV is not just only a channel or a platform for entertainment it is beyond that. People recognise Zee TV as a family member. There is huge emotional connect. Kumkum Bhagya and Kundli Bhagya are fantastic examples of those emotional connections.
The clean mathematics is, more the people watch, more the viewership will be and on that basis we get more revenue. The good point is all our fiction shows are showing very positive trends in terms of viewership.

We will soon be entering a New Year, What is Zee TV’s content strategy for 2018?

In terms of fiction we are looking at some new phases in terms of story, which are not currently present on Hindi GEC, many shows will be replaced with different ideas and concepts. In terms of reality and non-fiction shows also, we are planning to open a few more slots be it on weekdays or even weekends. We are looking at a new space of stories, which will be based on our brand's philosophy ‘Aaj Likhenge Kal’.

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