Zee banks on ‘poor boy-rich girl’ saga

Zee is all set to launch ‘Jabb Love Hua’ in the Monday-Thursday 8:30 pm slot, where it will compete with STAR Plus’ ‘Kasautii…’ and Sony’s ‘Ek Ladki Anjaani Si’

These days, general entertainment channels (GECs) are busy experimenting with storylines that differ dramatically from the high-pitched ‘saas-bahu’ sagas of yore.

This is probably why Zee TV, which has recently started climbing up the GEC ladder, has decided to place its bets on a love story, ‘Jabb Love Hua’. Nevertheless, this serial, too, follows the stereotypical Bollywood storyline of ‘poor boy-rich girl fall in love’.

Ashwini Yardi, programming head, Zee TV, agrees that the new show seems a clone of standard Bollywood fare. But, she explains, the storyline hasn’t been tried out yet on television. “And it’s varied and has interesting characters, which will surely stand out,” she insists.

‘Jabb Love Hua’ will replace the much hyped political drama, ‘Sarkkar’, in the 8.30 pm slot. The new show is targeted primarily at 15+ girl viewers, a group that is being targeted by other programmes, such as ‘Remix’ on STAR One and ‘Ek Ladki Anjani Si’ on Sony, as well.

The new show has been produced by Tony and Deeya Singh of ‘Jassi Jaissi Koi Nahin’ fame. In fact, ‘Jabb Love Hua’ marks the duo’s comeback on Zee; they had produced the popular show, ‘Banegi Apni Baat’, for the channel several years ago.

Singh claims, “This show is different in the sense that it is set in a rustic setting. Also, it is both non-‘saas-bahu’ and non-boardroom.”

Zee’s new love story traces a young girl’s journey from riches to rags. Actor Priya Badlani plays a rich, spoilt brat, who, through a twist in circumstances, is forced to come and live in her native village in Uttar Pradesh. There she meets a village boy (played by actor Sudeep Sahir) and a love story ensues.

Zee boasts of huge marketing activities around the show, although no out of the box, innovative idea is being tried out.

“We are looking at targeting the youth and that’s why our major promotions will revolve around them. Apart from hoardings, press, radio and advertising on railway platforms, we will also organise road shows in crowded and busy areas across Mumbai and Delhi,” says Tarun Mehra, head, marketing, Zee.

© 2006 agencyfaqs!

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