Article: Zee TV rejigs programming

Indiantelevision.com's News Headlines

Zee TV rejigs programming, attacks 9 pm slot

Indiantelevision.com Team

(7 March 2009 10:45 pm)

MUMBAI: Zee TV has rejigged its programming, shuffling the popular show Saath Phere to the 9 pm slot to take on Star Plus' top-rated Bidaai.

Replacing Saath Phere from its original position at 9.30 pm, Zee TV will be launching Agle Janam Mohe Bitiya Hi Kijo from 16 March.

Kasamh Se, the soap from Balaji Telefilms which was occupying the 9 pm slot from Monday to Friday, is ending its run on 13 March after sliding in ratings.

"Kasam Se with 2.15 TVR is going off air not because of performance, but because the story is naturally coming to an end. We are in talks with Balaji for new shows," says Zee Entertainment Enterprises Ltd (Zeel) COO - national channels Nitin Vaidya.

Saath Phere, produced by Sphere Origins, notched up a TVR of 2.85 for the week ended 28 February. It will now have to contest with Star Plus' Bidaai, which garnered a peak TVR of 6.97 during the same week, and Colors' Jeevan Saathi which hit a TVR of 3.82.ne.

Chhoti Bahu, Zee TV's top-rated show, pocketed a TVR of 3.74. So, why did Zee choose Saath Phere over Chhoti Bahu which could be a better bet for fetching healthier TRPs?

Explains Vaidya, "Chhoti Bahu has been performing extremely well during the 7.30 pm slot bringing in TRPs that not many shows have witnessed in this band; hence, the show was kept undisturbed."

Adds Zee TV programming head Ajay Bhalwankar, "Saath Phere has been very consistent in its performance. Also, audience loyalty to this programme is huge. Which is why Saath Phere is effectively the most appropriate choice."

http://www.indiantelevision.com/headlines/y2k9/mar/mar80.php

I sincerely hope instead of rejuggling the timings the Channel heads rejuggle and redraft the content and when that happens everything will fall into place.

hope to have an another balaji show after kasamh se.