general entertainment channel from INX Media Network, is launching three fiction shows and a cookery show. Three of the shows will air in the afternoon time band; one of the fiction shows will be aired in a prime time slot.
The shows are Neelanjanaa, Veeranwali, Dahej and Rasm-e-Rasoi. Neelanjanaa and Veeranwali will air at 1 pm and 1.30 pm, respectively, beginning January 14. The cookery show, Rasm-e-Rasoi, will also be on air from January 14, but at 12.30 pm. All three shows will be broadcast Monday to Thursday. The fourth show, Dahej, is a daily fiction show and will air at 8.30 pm from January 7.
So far, 9X had a vacant afternoon band. The three shows have been launched with the specific intention of filling this gap. The people at 9X believe that the afternoon band is as important for a channel as the prime time band. During the afternoon, there is a huge chunk of potential viewers, including home-makers and housewives, who like to watch television.
The marketing promotions for the shows are already under way. 9X is using print, outdoor advertising, Internet, radio and television to promote its new shows.