Top Story

e4m_logo.png

Home >> Media - TV >> Article

Zee TV brands afternoon slots for women

17-June-2004
Font Size   16
Zee TV brands afternoon slots for women

If one thought ‘India’s Best’ saw Zee TV in one of its most aggressive form, the channel has planned to offer something more. Zee TV has completely branded its afternoon slot. “We are trying an unprecedented concept of presenting a woman’s magazine on television in the form of Zee Woman,” expresses Sunil Khanna, President, Zee Telefilms.

Zee Woman launches on July 12, 2004, from 12.30 pm to 3.00 pm. Khanna explains that this television magazine will be inclusive of all that a magazine includes with features and tips, playing the role of a woman’s friend. The channel has introduced new programmes in the block, interspersed with capsules on various tips, which a woman needs and is interested in. Khanna explains, “We are looking at injecting interesting information in small segments revolving on aspects like beauty, interiors, cookery, good house-keeping and latest style and fashion.”

At 12.30, the channel is launching a new show called ‘Reth’. The 30-minute daily would be aired from Monday to Thursday. Based on a middle class family, it is the story of a woman's fight to win back her honour after being gang-raped. There are two new shows planned for 1.00 pm and 1.30 pm as well, “There is still time to talk about those.” Khanna smiles. The channel will continue with ‘Piya Ka Ghar’ and ‘Astitva’ repeats.

Teaser ads for the new band are already on the channel. Explaining more on the reasons behind Zee Woman, Khanna elucidates, “This is a result of extensive research and the need to present the programme in a different manner. Studying the profile of the afternoon viewer, we picked the shows. But shows keep coming in any case. We wanted to present it in an interesting format as well.”

Clearly focussed on the housewife, the channel completes the branding with a special pink and blue coloured logo for ‘Zee Woman’. As per Khanna, it is the packaging of the block that has created interest amongst the advertisers. Says he, “This concept has not been tried on television before and it is all done in a very interesting manner. The advertisers have expressed keen interest and soon we will be ready to speak about who is sponsoring the segment.”

Tags

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

Ushering the launch with a campaign titled ‘The New Way to Get Rich’ showcasing how technology gets millennials closer to their financial dreams

Ogilvy and Love Matters conceptualised a campaign that aimed to change the conversation and imagery that is associated with the LGBTQ community and lesbians in particular