Zee changes programme timings in a bid to improve ratings

In a bid to find some of that old magic with viewers, Zee TV has once again gone in for a change in its programming schedule. One show has been pulled off midway, another introduced in its place and existing shows have had their timings changed. Deewane To Deewane Hai has been pulled off air from 14 November and Hip Hip Hurray, earlier telecast on Thursdays and Fridays at 7:30 pm, will now be shown only on Fridays.

Aan, a new serial that's all about old world traditions, has stepped into the 7:30 pm slot on weekdays from 19 November. Produced by Anand Mahendroo's Advance Entertainment, the weekly soap is directed by Sunil Salgia and stars Dimple Inamdar, Ela Bhate and Sushil Johri and has a repeat telecast at 12:30 pm.

Sarhadein has been shuttled around once again. It has been pulled out of the late night 10:45 pm slot into the 8:00 pm slot from 19 November. Daily soap Ek Tukda Chaand Ka finds itself removed from the prime time slot of 8:00 pm and pushed further back to the 11:00 pm slot.

Zee Telefilms senior vice president Partha Sinha justifies the move thus: "Ek Tukda Chaand Ka has been forwarded to the 11:00 pm slot, as it is aimed at a more mature audience. Since Sarhadein is doing well we have brought it forward to 8:00 pm."

Sinha claims that Kohi Apna Sa,Choti Maa - Ek Anokha Bandhan are doing well, Nilaamghar is looking up, and Justajoo and Sansaar are picking up slowly. About its interactive experiment Aap Jo Bole Haan To Haan,Aap Jo Bole Na To Na, Sinha says: "We will be doing something to increase the value of Aap Jo Bole Haan…, but the plans are still on the drawing board."

The juggling exercise is not new to Zee. Barely two months after its relaunch campaign, the channel shifted three shows in October to increase its audience share. Nilaamghar, hosted by the irrepressible Shekhar Suman, was shifted from the weekend (Saturday-Sunday 7:00 pm) to a weekly slot - Tuesday-Wednesday 10:00 pm, with effect from 16 October. Sarhadein, earlier telecast at 11:00 pm Mondays to Wednesdays, was shifted to 10:45 pm from 15 October.

At the time, Aap Jo Bole… was cut down from four days a week to two days. Instead of Sundays to Wednesdays, it was telecast only Sunday and Monday from 14 October.

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