MUMBAI: Zee TV is pitching its new show – Kaala Teeka in the early prime time slot of 7 pm.
The show, which goes on air from 2 November, will be vying for viewer’s attention at 7 pm on weekdays along with shows on other Hindi general entertainment channels (GECs) like Saath Nibhaana Saathiya on Star Plus, Thapki Pyar Ki on Colors, Crime Patrol (repeat) on Sony Entertainment Television, Bhabhi Ji Ghar Par Hai on &TV, Taarak Mehta Ka Ooltah Chashmah (repeat) on Sab TV and Savdhaan India – India Fights Back on Life OK.
Kaala Teeka replaces Tum Hi Ho Bandhu, which was launched earlier this year in May.
Speaking about the new show’s time band, Zee TV business head Pradeep Hejmadi said, “It is very important to make sure that we get strong and good concepts on-air across various time lines. We are not opening a new time slot. We had programs in the 6 pm band andTum Hi Ho Bandhu was already there at 7 pm. Therefore there was a lot of consumption during the 7 pm slot.”
Strong competition for Kaala Teeka will come from Star Plus’ Saath Nibhaana Saathiya. A senior media planner on condition of anonymity said, “Star Plus is the number one channel among the top five channels in the Hindi GEC and its shows in the time band of 7- 8 pm are doing really well. The channel’s prime time show Saath Nibhaana Saathiya is among the top five programmes in the same genre.”
Produced by DJ’s Creative Unit, Zee TV’s attempt is to break the shackles of age-old superstitions with the new show.
DJ’s Creative Unit producers Tony and Deeya Singh said, “Kaala Teeka says a big no to bigotry and urges people to broaden their horizons and ignore outdated superstitious beliefs. In showcasing the journey of Kaali and Gauri, we’re trying to create awareness about certain age-old, redundant practices and superstitious beliefs that are unfortunately still prevalent in India.”
“We have a stellar cast on board with Mita Vashisht, Daljeet Kaur and Bhupinder Singh playing pivotal roles and two adorable girls playing Kaali and Gauri. We hope to deliver an important message through the show in the most entertaining, engaging manner,” the producer duo added.
With the show, the channel is not just targeting the rural market but focusing on the entire nation. Using a 360 degree marketing campaign, the channel is largely going on-air as the electronic medium works best.
Speaking on the recently released rural ratings data by Broadcast Audience Research Council (BARC), Hejmadi said, “It is too early to jump to conclusions like the ones that we have arrived on already. When all the data comes out, only then will we be able to understand it. The audience keeps emerging and we have to understand the audiences. Since it is a new territory, we have to understand consumption behaviour and do more visits in rural areas to understand the figures.”
He further went on to add, “Our aim is to find the LCM (least common multiple) of content and the content, which will work across all the markets because Zee is an international broadcaster. So, we don’t split the country in our shows. Our shows are not targeted at just the rural areas. There will be equal throw of concepts. Therefore our campaign is to focus nationally, not only in rural. We are not going to individual markets with this product. If the off track is lower in some markets, then we will plan tactical marketing. Currently, we are building awareness for the show.”
Kaala Teeka, is the story of two young girls whose lives are entwined by an act of superstition. The show captures the journey of a girl child Kaali who is treated as a human Kaala Teeka for another child Gauri and is expected to shadow her everywhere for the well-being of the latter. The show captures a worst form of superstitions – personification. It showcases Kaali’s journey of hope as she overcomes these challenges and enables Gauri to find her true self. She also reaches out to her own aspirations and ambitions in life and becomes an inspiration to others.
