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General News &TV to strengthen weekend programming with fiction shows
MUMBAI: ZEEL-owned second Hindi GEC &TV is planning to strengthen its weekend programming with more fiction shows. The idea is to offer variety in programming.

Currently, the channel airs a mix of non-fiction and fiction shows in weekend prime-time. The channel’s weekend programming features kids live singing show ‘Love Me India’ at 9 pm and fictional drama series ‘Laal Ishq’ at 10 pm.

Speaking to, ZEEL chief marketing officer (CMO) Prathyusha Agarwal said, “We will be adding more weekend fiction on the channel, we have variety seeking audience they are not bound by weekday and weekend. They seek variety in genre and content, we would like to cater to that audience.”

The channel aims to launch shows that have a mix of two genres. A case in point is ‘Laal Ishq’ which is a mix of romance and horror.

&TV is also planning to bolster its weekday programming with the launch of new fiction shows. Currently, the channel has 2.5 hours of original programming from 8-10.30 pm in the weekdays.

&TV business head Vishnu Shankar said that there is a robust pipeline of fiction shows that will be introduced in coming months during weekdays. On 16 October, the channel is bringing back Doordarshan’s popular show ‘Vikram Aur Betaal’ in a new avatar.

Titled ‘Vikram Betaal Ki Rahasya Gaatha’, the show will air in the 8 pm slot every Monday-Friday. &TV will shift ‘Agnifera’, which airs in the 8 pm slot, to a new time slot which has not been decided. The channel had launched a new fiction show ‘Perfect Pati’ on 3 September in 9.30 pm slot.

Agarwal noted that &TV’s content is sampled by an estimated 189 million viewers. Having aggregated so many viewers, the channel’s focus is to build stickiness with varied content.

The channel also plans to build strong characters to build a loyal audience base. One such popular character that &TV has managed to build is Bhabhiji from Bhabhiji Ghar Par Hai’.

The key markets for the channel are Uttar Pradesh, Madhya Pradesh, and Delhi. It is looking to strengthen the channel in other Hindi Speaking Markets (HSM).

Speaking about the content trends, Agarwal said that the TV viewers are demanding variety. Shows with strong characters have a higher success ratio. The audience is also receptive to contemporary and contextual content.

Talking about the viewer profile, Agarwal said &TV’s core TG is 35% metro and 39% NCCS A. “We have a certain kind of audience skew but more than the demographic we look at how &TV viewers differ. So there is a mindset of viewers that believe that stories are conforming and standard, family drama, horror and these are viewers who are looking for variety and looking for &factor,” she added.

Airtel Digital HD Recorder / Kerala Vision Digital TV
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