 Vaidya
is making his intentions clear. "The attempt is to make a dent
on Hindi channels' Marathi speaking primetime viewership. Any region
which offers Marathi viewership is our target. The whole attempt is
to divert the Marathi viewership from Hindi channels, " he says.
"Entertainment programmes are very crucial in the night-slots.
The game plan is to bring the Marathi viewer entertaining shows throughout
this time segment so that he wouldn't need to switch to Hindi channels.
So we have now dedicated the 10 pm slot to an entertainment property."
For the new show Adhuri AK Kahani, Alpha Marathi has roped
in many of the reputed Hindi serial artists who are Maharashtrians.
According to Vaidya, the strategy is to capitalise on the regional
factor and thereby giving competition to Hindi soaps even star cast-wise.
 The
channel has kicked off an aggressive promotional campaign for Adhuri
Ek Kahani. Apart from an outdoor campaign which has put up 50
hoardings across six markets in Maharashtra, the channel has been
conducting on-ground activities to promote the show across Maharashtra.
The below-the-line activities included hydraulic vans travelling
across the state promoting the show, entertaining the audience with
songs, plays and puppet shows and installing reminder boxes.
 "The
effort was to make the customer involved to the maximum. All these
methods were used to build up a pre-release hype. Now post-launch
of the show, we will be coming up with more activities," informs
Zee Network senior marketing manager Pranita S Loke.
According to Vaidya, Alpha Marathi will be launching its 10:30
news bulletin in a week's time. Since the duration is increased
by 30 minutes, the channel is planning to add more features to the
news bulletin. Live interactive sessions with newsmakers and a section
on crime are some of the new features being planned.
The channel is converting its daily political satire Ghadalay
Bhigadalay to a weekly show now. "When we launched the
show in December 2003, the decision was to run the show till Maharashtra
assembly elections as a daily and post-elections as a weekly. We
are going ahead with our plans," says Vaidya.
The channel launched a daily interactive game show Home Minister
in August-end to lure the `D' class segment. The 7:30 pm show is
targeted at housewives.
"During our annual conference last year, it was revealed that
we have not been getting our due share from the `D 'class segment.
So we have come up with this new show, which offers a lot of attractive
prizes. Slowly we are consolidating," says Loke.
|
Alpha
Marathi has launched a daily soap Adhuri Ek Kahani for the
10 pm slot. The channel has pushed its 10 pm's half-an-hour news bulletin
to 10:30 pm and its duration has been increased by 30 minutes. The
daily political satire Ghadalay Bhigadalay at 10:30 pm will
now make its appearance as a weekly on Sundays at 12 pm with a repeat
on Tuesdays.