Zee Telefilms, in a bid to drive viewership to its channels and combat competition, has planned some new initiatives on the programming front and is also looking at giving the channels a new look.
The plans include new interactive programming with an intention to get closer to its viewers. The channel is also planning one new offering in the afternoon band. For its Zee English and Zee Alpha channels, some local initiatives are being taken up as well.
Talking about the new initiatives, Sandeep Goyal, group broadcasting CEO, said, "We are working on a few initiatives with regards to interactive programming. We have some interesting formats wherein we can get viewers participation in the programme. This kind of programming is a hit in the international market and we want to adapt that model here."
"We are also looking at changing the positioning of the Alpha channels from it just being known as a regional language channel to making it a community channel. Thus, we want to make community-specific programming for these channels and build properties out of them," Goyal said.
The initiative also includes some local programming in English for their Zee English channel. Explaining this Partha Pratim Sinha, senior vice-president (marketing), said, " For Zee English we are planning a local programme on marketing and advertising. As we move forward, we would also be looking at screening some of the best episodes of Bournvita Quiz Contest on Zee English."
It is also understood from sources close to Zee that the channel is planning some new creative promos for the various programmes that it airs.
According to latest INTAM figures from May 7-May 13, 2001 which comprised of 10 panels of cable & satellite television homes in 19 Hindi speaking cities across the northern, eastern and western parts of the country, Zee TV is at par with Star TV with five programmes on the top and Sony with one.
The five from Zee are Mehendi Tere Naam Ki (7.6 TRP), Amanath (6.8 TRP), Koshish Ek Aasha (6.7 TRP), Basera (5 TRP) and Aashirwad with (4.7 TRP). The rest five are from Star TV namely Kyunki Saans Bhi Kabhi Bahu Thi (16.6 TRP), Kahani Ghar Ghar Ki with a TRP of 13.6, KBC with a rating of 7.7 and Kragaz and KAlash with a rating of 5.2 and 5 respectively. Sony TV's Heena has a TRP of 4.9.
