Television

Zee TV wants its 'Sarrkkar' in 8:30 pm slot

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MUMBAI: After Sindoorr, it's Sarrkkar. Zee TV is launching another prime time show on 25 April. Slotted for 8:30 PM, the soap is a family drama set against a political backdrop.

Zee TV president Abhijit Saxena with Shobha De at the show launch

With the launch of Sarrkkar, the channel aims to bring in a new genre which is a mix of the Saas-Bahu brand and political drama. Says Zee TV programming head Ashwini Yardi, "Sarrkkar is a new genre in TV programming and is a breath of fresh air in an otherwise jaded industry. With the acclaimed star cast and powerful script of Shobha De we are optimistic of Sarrkkar's performance."

While Divya Seth attempts a comeback on small screen, the show will also see real life brothers Ronit and Rohit Roy play on screen brothers as well. Though the channel officials refuse to acknowledge any borrowing of ideas from contemporary Indian politics, writer De goes a step ahead to acknowledge the story's seeming similarity to the fortunes of a prominent political family. "Fiction does borrow from real life," De says.

As is obvious, Zee TV is aiming to build up its prime time band brick by brick. The channel already has the shows Sindoor and Tumhari Disha strengthening its 7:30 PM - 8:30 PM band with some comparatively decent performances as per the recent TAM data. When queried why the channel was not using Sarrkkar to strengthen its 10:30 PM band, Yardi said the channel was trying to give each slot its due recognition.

"We have just changed the concept of prime time. Every slot is prime time for us," she says.

Lead stars of 'Sarrkkar'

The special Press screening the channel conducted for the launch of the show signalled an extensive promotional campaign that would be unfolding in the coming days. The whole environment was given a political colour with the artists and channel officials making their appearances dressed as politicians.

Though Zee TV VP marketing Tarun Mehra was not forthcoming on the marketing plans for Sarrkkar, he hinted at a number of on-ground activities with the serial having a political theme. Mehta said the serial was targeted at SEC A and B.

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