Zee TV today announced it was ready and willing to take on the best that Star had to dish out while unveiling the relaunch of the flagship channel of the group. Twenty-four new programmes, a new logo and a Rs 150-million marketing and promotional blitz will precede what is an all-out assault by Zee to regain its former status as the numero uno channel of Indian cable and satellite television.
Monday, August 27 at 7:30 pm is when the new initiative starts beaming, says Sandeep Goyal, group broadcasting CEO, Zee Telefilms
Viewer feedback provided the fodder required, which had to primarily include the following ingredients: Exotic overseas locations, other marital relationships, music-based shows, tangled love stories and interactive show formats. All the 24 programmes being introduced incorporate one or more of the five factors.
The promotional spend for the new look programmes will be a whopping Rs 150 million spread over a month, the biggest budget spent by ZEE so far for marketing. This is in addition to the promotions running on all the channels of Zee group. "Outdoors, print, radio, the internet, cross promotion on our TV channels. We will resort to everything to ensure that the shows get top of mind awareness with viewers," marketing director Partha Sinha said.
The new shows are: Razzmatazz, a dance show, a musical extravaganza which will be compered by actor Arshad Warsi, premiers on Sunday 2 September at 11 am.