Zee TV to launch 12/24 Karol Bagh

Zee bets high on new media for its latest show, 12/24 Karol Bagh

With the latest offering, 12/24 Karol Bagh, Zee TV completes the revamping exercise for its prime time band. The channel had undergone a makeover with a new tagline and a fresh look in November 2008. As a part of the revamping process, the channel has been adding new shows in its prime time slot.

The prime time band of the channel starts at 7 pm with Ghar Ghar Mein, a family game show and ends with a horror show, Shree, aired at 10:30 pm. Other shows during this time band include Chhoti Bahu - Sindoor Bin Suhagan; Ek Veer Stree ki Kahaani - Jhansi Ki Rani; Aapki Antara; Pavitra Rishta and Agle Janam Mohe Bitiya Hi Kijo.

Produced by Sunshine Productions, 12/24 Karol Bagh is a fiction show that will go on air on August 31 and replace Ghar Ki Lakshmi Betiyann on the 10 pm slot.

Talking about the show, Akash Chawla, marketing head, Zee TV, says, "This show is probably one of the first shows on satellite television to be shot and produced entirely in Delhi. With the new prime time lineup of shows on the channel, we are trying to strike a balance between the entertainment and realistic approaches."

Set in the by lanes of Karol Bagh and Lajpat Nagar (Delhi), this show is conceived internally by Zee and narrates the lives of four siblings who face different dilemmas in their day to day lives.

The channel has planned a 360 degree marketing initiative to promote the show. 12/24 Karol Bagh will be promoted extensively on Zee Network and other TV channels, digital, on ground and mobiles. For starters, the channel is, for the first time, indulging in an interactive campaign which will be taken forward on mobile and digital platforms. Zee is undertaking OOH (out of home) as well, and will put up hoardings in more than 25 cities across the country.

Without sharing the details of the on ground activities planned for the show, Chawla informs that it will play a vital role in the promotion. On ground activities spanning at least 10 cities are also in the pipeline.

Since the show is based in Karol Bagh, Zee TV has taken a risk as its popularity may be restricted to the city or to the North, not cutting across to the other parts of India.

afaqs! sought the opinions of media analysts on the expected performance of the show despite its localised name, and the promise it holds for general viewers.

R Venkatasubramanian, vice-president, Lintas Media Group, is of the opinion that though the show looks promising, he is not sure if it will be a 'hit' amongst audiences living in other parts of the country. "From the promos, it looks like a localised offering restricted to Delhi. How the viewers sitting as far as Bhopal, Patna or Mumbai, for that matter, will be able to relate to it? I have doubts if they will show interest in this show."

At the same time, he adds that though it is a risk, the present lineup of shows on Zee is appealing and may help give this show a push. "With Hero Honda SaReGaMaPa L'il Champs, things are looking bright for Zee and at the same time, the channel is very forthcoming in adopting new media, which will help the channel connect better with the audience."

Media analysts are of the opinion that when a channel shows interest in the new media or new technology, it reflects that it is ready for a change and ready to take risks. The mobile or digital push will further help the show stay at the top of the mind of the audience.

According to Mona Jain, head, strategic investments, India Media Exchange, the new show looks promising. "The promos look very good and Zee is promoting it very well. Also, the current programming on the channel is appealing and things definitely look brighter for the channel," she adds.

Moving over to the name of the show, she says that the name won't affect its popularity. "We have seen so many localised settings. If a show based on a Marathi family can do well, then why can't a show based in the by lanes of Delhi do well?" she asks.

Another media analyst adds that though the show looks restricted to Delhi, the marketing activities planned by the channel will help create the initial buzz around the show, which in turn will help the advertisers.

However, he adds that as the show progresses, advertisers may need to review their spends.