ITV

Tag: Neeli Chhatri Wale

  • Zee TV’s four shows top this year’s fiction launches

    Zee TV’s four shows top this year’s fiction launches

    MUMBAI: There is no dearth of entertainment in the country of 800 plus channels. Every now and then, new channels and shows are launched to keep the momentum going.

    For Zee TV, one of the oldest and leading general entertainment channel (GEC) of the country, launching a number of new shows in a year is nothing new; every channel does so at regular intervals. But what is noteworthy is the fact that the channel has produced top four weekday fiction launches of 2014.

    If one takes a look at the opening week averages of all the fiction launches across GECs for the year, it is very clear from the numbers that who ruled the ratings charts. ‘Jamai Raja’ leads the pack with 5488 TVTs, ‘Satrangi Sasural’ that opened in week 49 with 4970 TVTs stands at number two,  ‘Bandhan’ with 4366 TVTs  and ‘Aur Pyar Ho Gaya’ with 4044 TVTs followed at number three and four, respectively.

    If that wasn’t enough, the channel’s other property, ‘Kumkum Bhagya’, according to TAM data provided by the channel, while a four-week average for the pre-wedding period (starting week 21’14 to week 24’14) stood at 3,263 TVTs, the show has seen a 127 per cent increase in viewership.    

    According to the channel’s business head Pradeep Hejmadi there are two reasons behind this. He explains, “Shows open well when two conditions are served. One, the concept strikes an interesting chord and second, the promotions are well crafted to sound inviting. We have done rigorous work to ensure we fire as desired on both these pre-conditions. Hence, the not-so-surprising, but certainly noteworthy success with our launches.”

    With growth as its top priority, the channel hopes to sustain the upward trend in at least some slots. “A careful assortment of variety across shows, clutter-breaking ideas/concepts, consistency in audience targeting have been the three key corner-stones of our successes,” points out Hejmadi.

    The channel doesn’t believe in rating itself, but rather leaves it to its audiences (current and prospective). “From the numbers, they clearly seem to rate us well, so we are motivated to up the ante on this further,” he says.

    With a strong weekday fiction line up and recently-launched new weekend properties like ‘Maharakshak Aryan’ and ‘Neeli Chhatri Wale’, the channel hopes to continue entertaining its viewers.

    “Interesting and inspiring concepts that will set the tone for the category…” is how Hejmadi wants to see 2015.

     

  • Zee hopes for a miracle with ‘Neeli Chhatri Wale’

    Zee hopes for a miracle with ‘Neeli Chhatri Wale’

    MUMBAI: From theatre to film and now the small screen, the story of a common man coming face-to-face with God one day has come full circle.

     

    Zee TV’s next weekend fiction show ‘Neeli Chhatri Wale’ is about a man who has the privilege of meeting and befriending God.

     

    Produced by Ashwini Dhir, the show which tells a story of Bhagwan Das played by Yashpal Sharma, will start from 30 August and air on Saturday and Sunday at 8 pm. Bhagwan Das, a middle-aged, middle class man based out of Kanpur is constantly torn between his personal and professional life. One day, a smartly dressed man carrying a blue umbrella emerges, a man who embodies Lord Shiva.

     

    What is noticeable is that the shows, ‘Bh se Bhade’ and ‘Gangs of Hasseepur’ aired on the same slot haven’t done well for the channel. Currently, the channel telecasts special programming and movies on weekends.

     

    “Yes, we agree that earlier shows haven’t worked and ‘Bh se Bhade’ wasn’t a good effort from our side. However, the current programme looks very promising and should be able to catch people’s attention,” says a highly placed source from Zee TV.

     

    The light-hearted drama can be compared to Akshay Kumar – Paresh Rawal starring ‘OMG, Oh My God’ where Kumar essayed the role of Lord Krishna.

     

    The show has already got presenting partner in Karbonn and promos have broken on television along with digital promotion on social media. To create buzz before it launches, the channel sent out cupcakes to journalists as well.

     

    On the marketing front, the channel is leaving no stone unturned to promote exploratory relationship between man and God as friend. Making it a complete family unifier, the marketing word is based on the philosophy that ‘God lies within us’ all we have to do is listen to our inner voice.

     

    The concept of the show is being promoted using a media mix of print, radio and a comprehensive television plan comprising a bouquet of channels spread across genres.

     

    A three phase digital campaign has been planned to engage with its digital audience. The first part of the digital campaign started with #MyInnerVoice which the channel claims was very well received by consumers.

     

    All the marketing initiatives will aim at making God accessible to one and all by spreading the message of ‘Listen to your #InnerVoice’.

     

    Through the series, the channel aims to revamp its weekend slot. However, media planners are a little apprehensive. “Earlier too the slot with fiction shows hasn’t worked well for the channel and with competition showing Yo Yo Honey Singh, it looks like a tough battle to win. Zee should continue to air movies or special programmes,” says a planner.

     

    Having said that, another planner doesn’t want to strike the new show out and feels that movies and plays on the same theme have worked well and if told properly, the series might be able to grab eyeballs.