| MUMBAI:
Post IPL, the three leading Hindi general entertainment channels are shuffling
their shows and strengthening their weak time slots while Sony TV has overhauled
its prime time programming. Zee
TV has charted out its 8.30-9.30 pm programming plan, a time zone ruled by Colors
and Star Plus respectively. Come
1 June, the channel will roll out two new shows - Aap Ki Antara at 8.30
pm and Pavitra Rishta at 9 pm. The
flagship channel from the Subhash Chandra-owned Zee Entertainment Enterprises
Ltd (Zeel) stable already scores high at the 7.30 pm and 9.30 pm slot with Choti
Bahu and Agle Janam Mohe Bitiya He Kijo respectively.
The
new shows will be accomodated by Shakuntalam Telefilms’s
Dulhan (8 pm) and Sphere Origin's Saat Phere
(9 pm), both of which are ready to head for their “logical
ends”. Also, the currently run 8.30 pm show Maayka (Creative
Eye) will be rescheduled to 8 pm.
As
part of its marketing initiative, Zee TV will roll out a 360 degree campaign to
promote the two new shows. Says
Zee TV marketing head Akash Chawla, “We have already put some hoardings of
Aap Ki Antra at railway stations. In a couple of days, a full blown marketing
campaign will be rolled out for the two shows. It will include print, radio, TV
and otdoor.” Apart
from the new launches, 5 June onwards Zee TV will replace its top-rated dance
reality show Dance India Dance (grand finale on 30 May), with the new season
of Saregamapa Li’l Champs. The reality show will be aired from
Friday to Saturday at 9.30 pm.
Star Plus, on its part, is warming up its early prime-time slot with the new fiction
launch Mitwa… at 7.30 pm. Colors will also replace Bandhan Saat
Janamon Ka with a show it will announce soon. It
will be interesting to watch how the battle unfolds among the GECs after the IPL
has ended its run with viewers. | 
