MUMBAI: The network has always been Zee TV's strength when it begins on-air promotions. Even the regional channels are not 'spared' when it comes to promoting big ticket shows on-air. Now, for the first time, Zee TV has initiated a special programme in one of the network channels to promote the upcoming gameshow Kam Ya Zyaada.

 
When you have a gameshow anchored by a Bollywood star (Manoj Bajpai), no prizes for guessing the fact that Zee Cinema is the channel in question. Zee Cinema joins hands with the flagship channel to promote Kam Ya Zyaada with a Manoj Bajpai movie festival.

The festival kicks off on Monday, 5 December, with the JP Dutta-directed film LOC Kargil. This will be followed by Pinjar on 12 December, Jaago on 19 December and the underworld saga Satya on 26 December.

 
 
The movies will be telecast in the afternoon band, at 12:30 pm. To retain the essence of the gameshow and to signify Bajpai's gutsy Bollywood journey, the movie festival has been themed "There is no Short Cut Mere Bhai. Yeh hai Manoj Bajpai".

 
As part of the strategy to create hype about Bajpai, Zee Cinema is planning an innovative break content based on the life of the star. During the breaks of each movie, the channel will be showcasing specially packaged interviews of various celebrities, of Manoj's family members, as well as Manoj himself. The episodes would be a recap on his life, the struggle he had undergone to become the critically acclaimed successful actor that he is today. The series is divided into three segments: Bajpai's early Bihar days, struggling phase in Delhi and then his successful days in Mumbai.

As per the latest information from the channel, Kam Ya Zyaada will launch on 12 December. The one-hour show will run Monday to Wednesday at 10 pm.