'It's not money but the idea that conquers' -ZEEL COO & Zee TV business head Nitin Vaidya


MUMBAI: The beginning of the year 2009 was a huge challenge for us. We took up this challenge with great enthusiasm, confidence and a focused approach. Our aim was to achieve great heights with concentrated efforts without making any tall claims.

Many of our shows gave us positive results in 2009. Two major properties by us last year were, ?Choti Bahu? and ?Lux Dance India Dance?.

?Choti Bahu? proved to be a phenomenal success, redefining the primetime band as 7.30 PM and reigning over it, ever since. But this is not the first time; we had also launched ?Sindoor? at the same time in 2006.

Another remarkable success in the non-fiction genre was ?Lux Dance India Dance?. Unlike other star-studded shows on competing channels, Lux Dance Indian Dance talks about excellence of talent and creates a platform for that talent.

We always believed that television creates its own stars. For ?Lux Dance India Dance? we adopted our 17-year old formula that stemmed from our longest running show - ?SaReGaMaPa? which makes stars out of common people with exceptional talent. We began our journey to 11 cities, scouting talent, and came back with some fabulous dancers rather than encouraging celebrity participation in reality shows that look fabricated.

The results were for all of us to see with ?Lux Dance India Dance? becoming the biggest dance reality show growing in a profitable way rather than being an unviable business model. Our formats were copied and launched on other channels and we all know what happened to them.

Indian television also saw an interesting turning point with a different kind of story-telling that emerged with newer shows. Our competition launched ?Balika Vadhu? which has an excellent story and brought in an all-new flavour to the primetime. We also launched ?Agle Janam Mohe Bitiyann Hi Kijo? which highlighted the social evil of women-trafficking very strongly and forcefully. This social cause backed up with effective story-telling made ?Laali? a household name.

Another of our shows from Balaji Telefilms, ?Pavitra Rishta?, was a great hit amongst the viewers, with the show now becoming the No. 1 fiction show across GECs. The first ever show on satellite television to be shot completely in Delhi, ?12/24 Karol Bagh? was launched by us.

Two other shows that immediately struck a chord with the viewers are ?Jhansi Ki Rani? and ?Aap Ki Antrara?. Through ?Aap Ki Antara?, we have aimed at creating public awareness about autism & sensitizing the society towards this issue. More than the commercial success of the show, the kind of recognition and respect that it has garnered for itself and the channel, is what we take immense pride in.

Similarly ?Jhansi Ki Rani? was another path-breaker. In times where historical shows haven?t really done well on television, ?Jhansi Ki Rani? has created its own loyal audience and has been delivering consistently ever since its launch. The success of the show has taken it beyond HSM (Hindi speaking market) with the dubbed version being telecast on our regional channels.

The pressure from the competitors was very high with the who?s who of Bollywood anchoring some reality show or another across channels. During such times, we decided to introduce Afsha & Dhairya, the youngest hosts on any reality show thus far. Result? They became the most loved hosts on Indian television.

Recession forced us to take some innovative decisions which surely opened up new avenues that went on to become great successes. Another show that got us directly connected to the audiences is ?Ghar Ghar Mein?, a low cost, simple game show with families that allowed cameras directly into their homes. ?Ghar Ghar Mein? is the only show on television today which establishes a direct relationship with the viewers. So we see that it?s not the money that matters but the idea that conquers!

Hence with subjects ranging from those of historical importance to social awareness to differential talent, Zee TV?s shows have been appreciated and acknowledged across the nation. Each of our new properties yielded results and there was no show that had to be withdrawn during the year. 

Steps taken by Zee TV were consciously working towards not just being No. 1 on GRPs but also achieving high profitability. And to achieve profitability, we didn?t want to compromise on our quality at any cost. We didn?t succumb to unnecessary pressures of investing money in film stars or creating controversial content. We wanted to be on the top on our terms. It?s a matter of great pride that the No. 1 fiction (Pavitra Rishta) and non-fiction show (Lux Dance India Dance) across GECs, belong to Zee TV.

It was a year that started with great challenges that led to hope and thereby a promise to ourselves - to top the charts. The real joy and excitement came when we became No. 1 for a week after almost a decade. The challenge this year would be to maintain the high performance and offer exclusive content to our viewers.

Another challenge that holds great value today is the digital scenario which is changing television consumption patterns. On one end of the spectrum is mass consumption pattern of television that is measured by GRPs and on the other is the evolving audience that is migrating from analogue to digital.

Content and communication to match audiences? sensibilities is the emerging reality of the digital era. The growth of DTH is phenomenal. It has surpassed the number of declared analogue subscribers and will continue to grow further. Hence concentrating on the existing analogue viewers alongwith the ever-growing DTH viewers will be our core focus in the coming years.

Latest Reads

India To Host Fourth Edition of Global Partners’ Forum 2018 in December

This year, India will play host to the largest-ever Partners' Forum on 12th and 13th December 2018 in New Delhi. PMNCH (The Partnership for Maternal, Newborn & Child Health) will bring together 1,200 partners from over 100 countries dedicated to the Every Woman Every Child (EWEC) movement and...

Specials Event Coverage Occasions
SEPC pavilion makes waves at MIPCOM 2018

It was indeed a historic moment for India’s content creation, distribution and broadcast industry at this year’s MIPCOM which concluded at Cannes, France on 18 October 2018. More than 300 Indian delegates swarmed the French Riviera village – the largest delegation in the Reed Midem market-cum-...

Specials Event Coverage Mipcom
Casbaa becomes the Asia Video Industry Association

At an Extraordinary General Meeting of members today, Casbaa overwhelmingly approved the adoption of a new constitution and new name.

Specials Event Coverage Occasions
Wizcraft’s 4th broadway styled bollywood musical stage show comes to kingdom of dream

After a glorious run in Mumbai with over 100 shows, Balle Balle - The Biggest and Craziest Indian Wedding Musical theatrical show, is all set to woo audiences in Delhi NCR.

Specials Event Coverage Occasions
ConnecTechAsia Successful in Bridging the Digital Divide for Governments, Cities and Enterprises with Showcase of Latest Tech and Trends

ConnecTechAsia, the inaugural mega technology event comprising BroadcastAsia, CommunicAsia and the new NXTAsia wrapped up last week after an exciting three days of exhibitions and a summit covering the latest innovations in cloud, blockchain, AI, VR/AR, IoT, robotics, 5G, IP broadcasting, OTT and...

Specials Event Coverage Occasions
Lessons Learned With Bitcoin

Blockchain technology is one of the newest buzzwords in business. It is hardly surprising considering that the tech is having such an impact over so many different industries.

Specials Promonet feature
The company is collaborating with Lakme Fashion Week and designer Anita Dongre

World Environment Day - 2018 is going to be special as India is hosting global celebrations of the event today. To commemorate the occasion, Reliance Industries Ltd (RIL) has launched a special T-shirt, branded ?The Earth Tee? and designed by renowned fashion designer Anita Dongre, under its unique...

Specials Event Coverage Occasions
Promaxbda India 2018 announces Puja Vohra and Glenn Urquhart as their masterclass speakers

PromaxBDA India has announced its first 2 Masterclass speakers for the 15th edition of its annual conference and awards property in India, which will take place on 23rd May 2018. Speaking at the Masterclass are truTV?s Puja Vohra and creative mastermind Glenn Urquhart.

Specials Event Coverage Occasions
ABBY Awards 2018 shortlists announced

The coveted ABBY Awards that recognizes and rewards excellence across Advertising, Marketing and Media has now announced that the shortlists for the 2018 edition have started being posted, by category.

Specials Event Coverage Occasions

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories