| MUMBAI:
In a bid to open up its weekday 7 pm slot with original fiction property, Zee
TV is shifting its 10 pm show 12/24 Karol Bagh to that time band from 16
August. Replacing
Karol Bagh will be Sanjog Se Bani Sangini at Monday- Friday 10 pm slot.
For
Sangini, Zee TV had launched an “interactive” marketing campaign and
asked for viewers to name the show. The campaign includes and involves the audience
in shaping the show at every stage. Meanwhile,
Karol Bagh will fill up the early prime time band, which was airing repeats
of the same show after Zee TV’s game show Ghar Ghar Mein got over.
Karol Bagh’s ratings have fallen over time and the show is not getting
eyeballs as compared to rival programmes on competing channels.
Zee TV fiction
head Sukesh Motwani said, “The idea behind shifting Karol Bagh to
7 pm is to weave the 7 pm band with original fiction programming. Earlier our
7.30 pm property Chhoti Bahu had performed well, and we believe the show
has enough steam. Karol Bagh has its own loyal set of audience, and there
is no reason for them not to sample the show at 7 pm.” Talking
about the programming strategy of Zee TV, Motwani said that the shelf life of
a show has come down and it is better to have a backup. “The shelf life of
any show today has shortened. So we try to keep a solid backup for every slot.
We don’t want to be caught unawares,” he said, without giving any details.
Sangini
is a show about Rudra, a man with everything in life but love, and Gauri,
who has no place for love in her life. They complement each other and fall in
love. | 
