MUMBAI: Zee TV just got its new business head in Aparna Bhosle and the channel is launching a new fiction show named Tujhse Hai Raabta on 3 September, weekdays at 8.30 pm, produced by Full House media.
Set against a Maharashtrian backdrop, the show depicts the irony of the life when every relationship isn’t truly what meets the eye. It has a year’s contract with the production house and then will be renewed as per the ratings.
Bhosle said that Zee TV is currently leading by a decent margin from 9 pm to 10.30 pm. “Kumkum Bhagya, Kundali Bhagya and Ishq Subhan Allah are the shows that doing well on the channel. So, if we divide the prime time viewing into three parts, we already have our 9-10.30 pm time slot working best for our channel, so we have 8-9 pm time slot that is left. The strategy is to constitute this slot with two launches,” she said.
Zee’s shows will continue to show the middle class family. “Largely middle class issues are dealt with very strong female protagonists because we do stand for empowered women. So we are very rooted in that,” she said. There are almost six to seven shows in the pipeline but the trick is to observe and identify which shows works well, at what time and what kind of audiences watch a particular show.
For now, the content isn’t going to be dubbed into regional languages but it might figure in their to-do list later since the content is also something that the rural audience would like.
India being a single TV household, channels have to keep females above the age of 30 in their mind. “But you have to look at the least common denominator, which is why we have focused on the wholesome family viewing. So if you look at BARC terms, we target 2+ but we do keep women in mind,” Bhosle explained.
As far as the marketing and promotional strategies are concerned, as the show is all about the Maharashtrian family, the focus will be on Zee Yuva and Zee Talkies. The channel has also planned above the line activities on other networks such as news channels. “We have also planned outdoor marketing. We will be doing digital marketing as well, but not much. Also, marketing via radio will also be happening in UP and Maharashtra,” she added.
