14 Dec 2017
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Zee TV extends weekday programming to 6 days with new show

MUMBAI: In a bid to expand its viewer base and increase viewership, Zee TV has designed a Saturday band called ‘Sunehra Shaniwar’ to extend its weekday programming to six days a week.

Starting 28 November, Zee TV’s primetime shows will air from Monday to Saturday from 6 to 9 pm.

Zee TV business head Pradeep Hejmadi said, “The objective of extending our weekday primetime properties to Saturdays is to offer more entertainment to our audiences. The move brings our protagonists even closer to our viewers.”

While ongoing shows like ‘Satrangi Sasural’ and ‘Sarojini’ have already been airing six days a week, other shows including ‘Kala Teeka’, ‘Qubool Hai’, ‘Tashn-e-Ishq’ and ‘Jamai Raja’ will now begin airing at their respective time slots on Saturdays.

With the introduction of ‘Sunehra Shaniwar’, the weekend show ‘Neeli Chhatri Wale’ will now air every Sunday at 8 pm.

In February this year, under the leadership of then programming head Namit Sharma, the channel extended five shows from its weekday line-up to six days a week.

Earlier, genre leader Star Plus and Colors had extended their weekday fiction programming to six days a week. Zee TV followed suit in order to keep its weekday and weekend programming differentiated.

The channel made the first move in that direction on 26 January. First, its 7 pm show ‘Bandhan’ was extended to Saturday. On 27 January, Zee TV launched a new show titled ‘Hello Pratibha’, which was to be aired at 7:30 pm from Monday to Saturday.

From 14 February, the channel further extended two other shows till Saturday—‘Satrangi Sasural’ at 10 pm and ‘Doli Armaano Ki’ at 10:30 pm. It then launched ‘Service Wali Bahu’ on 23 February to revive its early primetime slot at 6:30 pm, again from Monday to Saturday.

Therefore, besides the four shows in the 8–10 pm band on weekdays, all the other shows from the channel went six days a week. This is because Zee TV already had ‘Neeli Chhatri Wale’ from 8 to 9 pm and ‘Saregamapa Li’l Champs’ from 9 to 10 pm on weekends.

However, as ‘Hello Pratibha’ and ‘Service Wali Bahu’ failed to rake in the numbers, all of the above-mentioned shows except for ‘Neeli Chhatri Wale’ went off the air.

Following Sharma’s departure, a new set of shows were launched under Hejmadi leadership.

While earlier weekends featured shows like ‘Dance India Dance’ sub-sets and the recently concluded ‘I Can Do That’, the channel is once again extending the shows to six days as the reality shows have left an empty band.