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Zee TV reshuffles time slots of prime shows; revamps channel strategy

22-August-2008
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Zee TV reshuffles time slots of prime shows; revamps channel strategy

Zee TV has announced FPC changes in its weekend programming. Timing of ‘Tata Indicom Ek Se Badhkar Ek’ has been changed from 7.30 pm to 8.00 pm, while ‘Naaginn’ moves to the 9.00 pm slot. ‘Maayka’, another weekday property, will be aired five days a week, Monday-Friday at 8.30 pm, replacing ‘Haadsa’ on Fridays in the 8.30 slot.

Commenting on this development, Tarun Mehra, Business Head, Zee TV, said, “We received a lot of requests from our viewers to change the timings for shows like ‘Ek Se Badhkar Ek’ and ‘Naaginn’. ‘Maayka’ was also amongst the shows that people wanted to watch more of in the week. Hence, we let the viewers’ comments surpass the rating system and the advertisers. The logic is simple – at the end of the day it’s the viewers who drive the show, the rest eventually follows. The pockets who were the most insistent were locals from Punjab, Madhya Pradesh, Uttar Pradesh, and Gujarat, to name a few.”

On how these changes would help the channel, Mehra said, “The change in the time slots is basically as per the study that has proven that the property ‘Ek Se Badhkar Ek’ is placed in a better time slot gaining strong TRPs. As for ‘Naaginn’, which is now placed in the 9.00 pm time band, would help in better flow of audience eyeballs, followed by ‘Alladin’ at 9.30 pm.”

The other big change that Zee TV looks at making is in the format of its prime property ‘Hero Honda Sa Re Ga Ma Pa Challenge 2009’. This is for the first time in its 13-year history that there has been a change in the format of ‘Sa Re Ga Ma Pa’. Now, every week all the singers from all the Gharana’s would perform and there would be four eliminations every week.

An official communiqué stated, “This decision was taken post a heated argument between the judges because the format, they felt, was not conducive to selecting the best participant amongst some exceptional singers. Viewers would forget about the singers from one week to the next since whoever sang in the current week would be top of mind. Now, all the participants will sing over two episodes and four would be eliminated per week.”

‘Sa Re Ga Ma Pa’ is currently in its 14th year and has Himmesh Reshamiya, Shankar Mahadevan, Adesh Shrivastava and Pritam as the mentors. Aditya Narayan is the show’s host. The show is aired on Fridays and Saturdays in the 10 pm time band.

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