MUMBAI: Presently, Zee Smile is sporting a grin. What has buoyed the fun and entertainment channel is some good news on the ratings front. The channel claims that its GRPs went as high as 44 in the first half of May.

Almost after a year of its launch, Zee Smile feels time is ripe to create some buzz with new shows and marketing initiatives now that connectivity issues have been sorted out.

According to Zee Smile business head Nitin Vaidya, "Connectivity issues are Zee Smile's past, while new shows are the channel's present. We are trying to make the future brighter."

What’s more, Vaidya stresses on the channel's positioning as a mass general entertainment channel. "We are getting more aggressive. This is not just a comedy channel anymore as Zee Smile is competing with mass general entertainment channels,” he adds.

Apart from comedy soaps, Zee Smile will air game shows as well in a bid to entertain people in a positive way, minus tear-jerkers and other tensions that abound in serials on other channels.

That the time has come for Zee Smile to have some serious fun is apparent from what Zee Telefilms CEO Pradeep Guha told Indiantelevision.com last month. "Because of some connectivity issues, the channel wasn't properly marketed. Since it has now scored something like 44 GRPs, we decided to end our silence and launch marketing initiatives," he had said.

The marketing initiatives launched have taken care of the channel's positioning as a feel-good channel for the fun-loving crowd.

The channel formed marketing tie-ups with Barista, which is essentially a youth hangout, and retail outlet major Big Bazaar to boost visibility. Colleges too are being targeted for on-ground events. The channel has also started advertising in theatres now.

Zee Smile kicked off its promotional campaign in early May. The first phase of the campaign projected Smile TV as various products such as pain reliever, beauty cream and energy drinks.

The attempt was to position the channel as an alternative that can get rid of worries. The channel is being cross promoted on the network as well. Smile has also produced two brand films which are currently running across the network.

The second phase of the campaign relies mainly on the new launches. Within two months, the complete FPC of Zee Smile will undergo a change. The primetime line up will have fresh shows.

After acquiring popular Doordarshan shows, including Nukkad, Wagle ki Duniya and Wilayatee Babu, on board in April, the channel launched three new programmes in May. The channel will be launching three shows in each month of June and July.

Some of the shows Zee Smile recently launched include Fifty-Fifty, Home Sweet Home and Bechara Big B. An important property coming from the channel in June is the Ravi Rai-directed soap Haste Haste Kat Jaye Raaste.