As ad spend becomes increasingly more difficult to access, channels are having to innovate to make sure the ad rupee goes as long a way as possible. Towards this end, Zee TV has introduced a unique initiative titled 'Break Free Comedy Band'.

"Break-Free" is meant for the comedy programmes that are shown from Monday to Friday in the 7:30 p.m. to 8:00 p.m. slot. Fevicol is the sponsor and this initiative will run on Zee TV till August 17. That the move is also a bid to boost ratings should not be forgotten of course.

Partha Sinha, director of marketing for Zee Telefilms Ltd says: "The Break-Free concept is a pioneering attempt to provide innovative viewing solutions for viewers and at the same time offer interesting communication solutions to advertisers. Feedback from viewers and research figures indicate a strong positive response to our initiative.

In addition to positive viewer response, the advertising community has also shown strong interest in the Break-Free concept. The Break-Free initiative has been developed primarily for Fevicol, since the concept of a seamless half hour programme fits in very well with the Fevicol brand positioning. We are open to developing similar advertising solutions which are in harmony with the advertiser's brand positioning and add incremental benefits to the advertising rupee."

Some of the programmes that give viewers the unique Break Free experience are 'Aasman Say Tapki' on Monday, 'Apun To Bas Vaise Hi' on Tuesday, 'Yah Hai Mumbai Meri Jaan' on Wednesday, 'Devrani Jethani' on Thursday, and 'Zee Talkies' on Friday.