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Zee TV braces for prime time fight with two new shows
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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.
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