MUMBAI: For the first time in its history, Zee TV has kicked off a ‘dual’ campaign to promote its 9 – 10 pm prime time band. The innovative promotion has the soaps in question, Kasamh Se (9 pm) and Saat Phere (9:30 pm), sharing hoarding space across Mumbai.
“Zee TV has been leading the 9 pm to 10 pm band since a long time. But, we are not using this campaign to project ourselves as numero uno. This promotion is to assert the popularity of Bani and Saloni – the leading ladies of the respective soaps”, states Zee TV marketing head Tarun Mehra.
Zee TV recently conceptualised an episode of Kasamh Se in such a way that, it had both Bani and Saloni in the same show. This was when Saloni attended the wedding of Bani’s younger sister in a recent episode.
According to the Tam data (Week 31 to Week 34 2006, CS4+, HSM) offered by the channel, it is a neck and neck race going on in the 9 – 10 pm band presently. Zee TV is leading the race with an average TVR of 4.7 against Star Plus’ 4.5 TVR.
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