Zee launches an AFP with Wheel

By afaqs! news bureau , afaqs!, New Delhi | In Media Publishing | April 22, 2009
The family game show, Wheel Ghar Ghar Mein, has replaced the non-performing daily soap, Maa

Zee TV has launched another show to woo the women. Wheel Ghar Ghar Mein - fursat ke lamhe premiered yesterday on the channel, and will be telecast at 7 pm, from Monday to Friday.

Wheel Ghar Ghar Mein is a advertiser funded family game show which, in Zee's words, is all about "mohalla, masti and lots of fun". The show will feature families competing against each other in several rounds, including question rounds and outdoor games.

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Nitin Vaidya, COO of ZEEL and Business Head of Zee TV, says, "This show is all about giving expressions to our audience. It's about our camera going to their homes, while they sit at home. The format includes games which families can play."

As for getting Wheel as the lead sponsor, Vaidya says that both the channel and Wheel found an interesting connect and took things forward.

The show is an improvised version of Zee's own show, Home Minister, which was aired on Zee Marathi. The format has been tweaked a bit to engage Hindi speaking markets (HSMs), while taking forward the learnings from the regional channel.

The game show has replaced Maa, a daily soap on the Hindi GEC. Vaidya shares that the daily soap wasn't performing up to the standards, and therefore, had to be taken off air.

As for the format of the show, two anchors, Manish Paul and Vipul Roy, will go to the selected families' houses and hold the competition. The families will come for the showdown to be recognised as the Family No. 1 of their colony.

The wives or mothers will lead their respective teams as 'captains' in all the rounds of the game. In each colony, one family will be declared the winner and the series will move on to other colonies and cities. The winner from each colony, and later, from cities, will then compete with each other. The show will culminate in a grand finale in a studio in Mumbai, where India's Family No. 1 will be declared.

As in evident from the format of the show, Zee is looking at grabbing the attention of the ladies initially, and counting on them to get their entire families to watch the show.

Vaidya adds, "We are travelling through the length and the breadth of the country and are picking people from various cultures and traditions. What has emerged so far is a beautiful lattice work of incredible India. Also noteworthy is the fact that we have a segment on home remedies in the show, for which we have set up a local panel in each city. This panel will consist of people from various fields, who are known names in travel, healthcare, medicine, beauty, lifestyle, etc. These quick tips are sure to be found very useful by our viewers."

The show will have daily winners; and the channel will announce a mega winner every week. While the daily winners will get prizes such as cash, sarees and gift hampers from Wheel; the weekly mega winners will get a chance to win gold of an amount proportionate to their body weight, along with a holiday package worth Rs 1 lakh, in addition to their daily prizes.

In keeping with the channel's strategy, the show will be promoted only through the network channels, without the aid of any marketing push-ups. Vaidya says, "We have always depended on the content of the show to act as a pull for our viewers. It's only later on that the marketing comes up."