Zee gears up with its most expensive show

By afaqs! news bureau , afaqs!, Mumbai | In Media Publishing | November 13, 2009
The new property is a fiction show by Rajshri Productions

Zee TV has got on-board Rajshri Productions for a new show. 'Yahan Main Ghar Ghar Kheli' is a daily which will go on-air from November 17. In true Rajshri style, the show will be replete with songs.

The channel has launched a music album with Universal music to mark the launch of the show, which will be available in stores in a week. Priced at Rs 125, the album will comprise the five songs in the new show, as well as title tracks of Zee's other shows -- Chhoti Bahu, 12/24 Karol Bagh and Jhansi Ki Rani.

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Yahan Main Ghar Ghar Kheli revolves around the memories of the protagonist's attachment with her home and growing up there. The script and songs have been written by Irshad Kamil, who has penned lyrics for popular movies such as Jab We Met and Love Aaj Kal.

According to Nitin Vaidya, chief operating officer, Zee Entertainment Enterprises Limited (ZEEL) and business head, Zee TV, huge monies have been spent on the show; and it is being touted as the most expensive programme on the channel till date.

"It is the first time that a show has done an introductory music launch and we are awaiting audiences' reactions," he says.

Sooraj Barjatya, director, Rajshri Productions, says in an official communiqué, "The show will clearly touch audiences' hearts, as it has a strong soul. Zee is the perfect choice, as it caters to the exact kind of audience that we have been catering to all these years."

Yahan Main Ghar Ghar Kheli will be telecast from Monday to Friday at 8.30 PM. Currently, that slot is occupied by Aap Ki Antara, which will be shifted to the 10.30 PM time slot. Shree, which airs at that time, will go off-air soon.

"Aap Ki Antara has been enjoying good viewership in the metros. Also, the 8.30 PM slot has been warmed up; hence, we decided to place the new show in that time band," Vaidya says.

Vaidya is sure that the scale of the show will attract eyeballs. "We have been working on the show since January this year. The sets and production values are grand, with music as an integral part of the show," he adds.

Promotions for the show have started from today across all Zee network channels and other media such as print, radio and outdoor. The songs from the show will be played on Zing and ETC, as well as on radio stations.

"The music release in itself is a big promotion and is sure to drive visibility for the show," says Akash Chawla, marketing head, Zee TV. The channel has also tied up with Big Bazaar -- where the outlets and cash counters have been branded -- and the music stores where the CDs will be available.

The channel will soon launch the second season of its popular reality show, 'Dance India Dance'. Currently, Zee TV's top performing shows are: Agle Janam Mohe Bitiya Hi Kijo, Chhoti Bahu and Pavitra Rishta.