MUMBAI: Zee TV is putting all its efforts behind its upcoming gameshow Kam Ya Zyaada (KYZ).

Leveraging its cumulative strength, Zee Telefilms will telecast the first seven minutes of KYZ on network channels Zee Cinema, Zee News, Zee Cafe, Zee Smile, Zee Marathi, Zee Gujarati, Zee Bengali, Zee Punjabi, ETC Punjabi and ETC Music on the launch day 12 December.

"Basically, the strategy is to create a road block for other channels. With this exercise, we intend to reach more viewers and make them tune in to Zee TV for the entire show," Zee TV programming head Ashwini Yardi told indiantelevision.com.

There would, however, be no advertising innovation as such. Zee TV had earlier experimented with the single ad break innovation for the launch episode of its primetime soap Saath Phere.

As already reported, Zee TV has kicked off its off-air campaign for the Manoj Bajpai-anchored show. The channel is aiming to reach more than a million people with its innovative on-ground activity 'Tarazu'.

Other than this, the channel is also starting a contest this weekend wherein questions related to the movie, Yes Boss and Munnabhai MBBS, will be asked. The winners shall be declared in the episodes of KYZ and will get the attractive prize of a gold coin.

On its part, Zee's Hindi movie channel Zee Cinema is showing a Manoj Bajpai festival presently.

Zee TV will telecast KYZ Monday to Wednesday at 10 pm from 12 December onwards.