Zee TV lines up new programmes, steps up ad spend

By Our Staff Correspondent

MUMBAI, AUG. 21. Zee TV today unveiled a new look for its channel including 24 new programmes, a new logo and many other changes.

The 24 new programmes cover the entire range of viewer choice across genres and time-bands and will go on air from the week beginning August 27.

Speaking at a press conference here today, Mr. Sandeep Goyal, Group Broadcasting CEO, Zee Telefilms, said the new programming line-up was being introduced by the channel after extensive research into viewer demands and habits. The new programming and new look were being backed by high level spends over the next month across media, amounting to over Rs. 15 crores on advertising and other promotions alone.

According to Mr. Goyal, Zee TV is distributed to 24 countries directly and 80 countries indirectly. As part of the line-up, Zee TV is launching `Aap jo bolein haan to haan, Aap jo bolein naa to naa,' which will be India's first interactive fiction show. ``This is a time-tested format and we have the licence from Globo TV, Brazil. The programme will have gripping turning points and the ending of each will be determined by majority demand. Polling will be done during each programme through SMS, phone call or by logging onto Zeenext.com.''

Also, Zee TV is to launch India Teen Queen; a beauty pageant for teens in early September and will host India World Teen Queen next year. Also to be launched at `Cutie' pageant for children in October and Mr. & Mrs. India to be launched in November.

Speaking about the rationale behind the changes, Mr. Goyal said, ``Zee means much more to our viewers than a channel. It is a medium that brings alive their dreams and hopes. There is but one way in which we can continue to be leaders: by listening to our viewers. Our singular effort over the past few months has been to listen to our viewers and create a new programming line-up for Zee TV in line with the feedback from the viewers.''

The new programmes being introduced begin with the weekday morning line-up, continue through the afternoon band, on through the prime time and through the weekend programmes.

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