Television

Zee Cinema trains its sights on morning band with comedy

MUMBAI: Zee Cinema is continuing its strategy of getting its viewers into appointment viewing groove. Following up on the success of last months Har Shaam Bajenge Paanch which targeted the 5 pm slot the channel is now looking to increase its share in the morning.

In August, the channel promises a smile everyday at 10 am, under the programme band Bollywood Brunch: 31 Days 31 Smiles. The content will run the gamut from old time classics to modern slapstick hits. Last year, Zee Cinema's business head Yogesh Radhakrishnan had told indiantelevision.com that research showed that audiences tune into the channel even at that hour.

An official release informs that the channel is focussing on building individual time slots. The channel is using a slot-by-slot approach and the aim is to conquer time zones or bands one by one.

Zee Cinema's business head Yogesh Radhakrishnan has been quoted in the release saying: "The idea is to help the viewer in taking a prior decision to watch a particular slot or movie." The films showcased in this band will include Naram Garam, Bombay To Goa, Kabhi Haan Kabhi Naa, .

As reported last year by indiantelevision.com, Zee Cinema started the revamp process in December with the unique Ek Ka Teen Premiere. That slot is now designated Ek Ka Teen Platinum. A blockbuster airs on Friday 1 pm, with repeat telecasts on Saturday at 5 pm and Sunday at 9 pm. The logic is that the TG for each telecast is different.

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