In a first of sorts in the Indian broadcasting space, Zee Entertainment Enterprises Ltd (Zeel) will be dubbing two of its Marathi language shows from Zee Marathi for its Hindi general entertainment channel (GEC) Zee TV.
The two shows are Julun Yeti Reshimgaathi and Eka Lagnachi Teesri Goshta, which have been titled as Mohe Piya Milenge and Mile Sur Mera Tumhara respectively for Zee TV. The shows will be aired at 5 pm and 5.30 pm respectively for five days a week.
Zee TV business head Pradeep Hejmadi says, “These are Zeel IPs and we tested all the stories, which have been sitting in our library in terms of appeal in the Hindi market. What we found is that there are very interesting connects of these stories in the interim.”
The channel activated the dead early prime time slots, as it is confident of a positive reaction from central India on the shows.
However, Hejmadi is of the opinion that sans any time period, these shows nonetheless have their own run pattern. “We will be looking at sustaining the 5 – 6 pm time band eventually with original programming as well,” he informs.
Additionally, as the eighth season of the Indian Premier League (IPL) draws to a close on 24 May, Zee TV will be launching a set of shows with new concepts. “With our weekday and weekend bands performing quite decently and our promise of always re-inventing ourselves, we have a slew of new shows lined up to roll,” says Hejmadi.
Not expecting any nasty surprises when Broadcast Audience Research Council (BARC) rolls out its new television ratings system on 29 April, Hejmadi believes that it is unlikely that industry will witness any major change. “Let’s not forget that the geographies and the methodologies that are being used by BARC are the same. What it should probably allow is greater grid terms into the data. Otherwise I don’t expect any earth shattering figure changes especially for a channel like our size and scale, which appeals to a large audience base.”
The channel has already started rolling out its new slate of shows. First up, on 27 April it launched Zee Rishton Ka Mela, a tactical short drama 10 episode series planned against the backdrop of a vibrant fair. The series will have a run-away bride Dipika, who enters a fair where she meets eight other women including Zee TV’s popular iconic yesteryear faces.
Once the two-week series comes to an end, the channel will launch a show titled Tum Hi Ho Bandhu Sakha Tum Hi. Produced by Shashi Sumit Productions, it will hit television screens from 11 May and will air from Monday to Friday. The show explores dynamics of a modern day joint family.