the info abt time bomb

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Zee TV's Marketing head Tarun Mehra agrees, but to an extent. "Yes, this is a strategy. But it is not a deliberate attempt. We would like to have the best of the industry in our shows. We look for the best directors and best stars. So, basically, this is a strategy to get the best of the
industry."

Zee TV Programming head Ashwini Yardi echoes the same view adding, "These actors were immediately thought of when the script was written. Divya Seth came to our mind when the character of Priyamvada in Sarrkkar was drafted and so did Rajeev for Time Bomb, she explains.

According to market analysts, Zee TV has increased its production and promotion budgets manifold this year. Zee CMD Subhash Chandra himself initiated the moves to get veteran director Ketan Mehta to direct Time Bomb and when things like this happen, obviously we can't expect
small-scale projects. So, the Rs 110 million Time Bomb happens to be the channel's biggest ever soap till date.

The change in marketing policies is reflected in the kind of promotions the 25-episode one-hour weekly thriller and now Sa Re Ga Ma Challenge have been receiving. According to Mehra, Zee has earmarked its biggest ever promotional budget to Time Bomb. (Call it a stroke of luck or not, when The Rupert Murdoch-controlled Hollywood production house Twentieth Century Fox approached the Delhi High Court alleging that Zee's Time Bomb is a plagiarized version of its on-going thriller 24, that also provided a free-of-cost publicity vehicle for the show.)

The efforts also bring Zee TV's plans for the 10 pm to 11 pm band into sharp relief. The channel is building this crucial band with one hour weekly properties like Time Bomb and Sa Re Ga Ma Challenge. The upcoming one-hour weeklies Rabba Ishq Na Hove and Rooh are also slotted for 10 pm. This is the first time Zee TV is making a serious attempt to counter the blockbuster Star TV soaps Kahaani Ghar Ghar Kii (10 pm) and Kyunki Saas Bhi Kabhi Bahu Thi (10:30 pm).

On the sales front, Zee TV is waiting and watching. As Guha put it, the channel is currently solving its marketing issues and the programming activities are driving these efforts. According to Mehra, the channel is selling Time Bomb and Sinndoor at premium rates. Market sources say the rates are approximately Rs 40,000 to Rs 50,000 for a 10 second slot.

"This can't be called an aggressive pricing when compared to the competitors' price range. A lot depends on the performance of the new programmes and the impression made on the advertisers. Zee has to re-think its selling strategies and I think that is what it is doing presently," says an analyst from a leading media planning firm.

Powered by the Zee Cine Awards property and then this surge in the early primetime band, Zee TV's market share in March 2005 equaled or crossed that of Sony for the first time since August 2003 in all day parts (TAM CS4+ Hindi speaking markets). Many of Zee's soaps are making headway in top programme list, with 40 of its shows making it to the top 150 list in March 2005.

As per Zee TV, the aMap ratings for Time Bomb's two episodes telecast so far stand in the range of 3 to 4 TVRs. The first episode has generated 2.34 TVRs in the Hindi speaking markets as per Tam. This is Zee's best performance ever in the 10-11 pm band ruled by Star's towering soaps Kahaani Ghar Ghar Ki and Kyunki Saas Bhi Kabhi Bahu Thi.

Sarrkkar, which found the going tough in the initial weeks of launch, has slowly started catching up. Tumhari Disha is fighting it out with Sinndoor for the top slot in the Zee line up. Tam data for the last two weeks projects the following picture.

In June, Zee TV brought a crucial change in its schedule. All dailies between 1:30 pm and 9:00 pm were moved back to the traditional Monday to Friday format.

thanks for reading that

sujal bohra

plz read it its impostant for that member of tb foroums

its all goes to us

sujal bohra

mind blowing artical sujalbohra.thax for sharing this.hope rajeev and his serials always remain top of the success till the end of the life.

keep it up sujal.👏

thanks for the reply

sujal bohra