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Zee flexes its marketing muscle to promote ‘Kam Ya Zyaada’

12-December-2005
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Zee flexes its marketing muscle to promote ‘Kam Ya Zyaada’

As our television screens get ready to accommodate another game show – ‘Kam Ya Zyaada’ (KYZ), third in the row after ‘Kaun Banega Crorepati 2’ and ‘Deal Ya No Deal’ – Zee TV is all set for a heavy marketing push for the show. KYZ, which will be on air from December 12, is a thrice-a-week (Monday to Wednesday) primetime show anchored by actor Manoj Bajpai and carries the highest prize money of Rs 3 crore.

As a sampling exercise, Zee will telecast the first few minutes of the episode simultaneously on its network channels. Thus, the 10 channels of Zee Network will telecast the first seven minutes of the show to reach out to more viewers and entice them to tune in to Zee TV for the entire show.

Elaborating on the entire marketing activity around KYZ, Tarun Mehra, Vice-president, Marketing, Zee Network, said, “In addition to the on-air promotion of the show, we have also created history by unveiling a mind-numbing off-air campaign. In order to involve the public at large, we have designed the ‘Tarazu’ activity, in which if the participant’s weight matches the weight of the sack of coins on the other side of the ‘Tarazu’, the participant can win spot cash prizes. We will be able to reach more than a million people with this activity. Red FM is our radio partner for the show and the location of the ‘Tarazu’ is aired on the station on a regular basis. We also have a small tarazu (weighing scale), which will be taken to places where the big one can’t.”

He further said, “It is not necessary for the weight of the person to match the sack kept on the other side of the tarazu, it will suffice if the balancer needle comes in what we call the ‘Red Hot Zone’. This entitles the participant to win cash prize ranging from Rs 5,000 to Rs 25,000.”

In order to create more sensation, the viewers will also be treated to a Manoj Bajpai festival on Zee Cinema in keeping with the flavour of the season. Other than this, the channel has also started a weekend contest, wherein questions related to the movies ‘Yes Boss’ and ‘Munnabhai MBBS’ will be asked. The winners will be declared in the episodes of KYZ and will get a gold coin as prize.

“The whole idea is to get different elements of the same show to rate high in the public eye. The fun part of the show is showcased through the tarazu activity, while for the format part we are creating noise through the radio spots and the anchor and the Zee Cinema activity is just doing that. I expect the show to change the slot market share on air and for which sampling is very important,” Mehra said.

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