helped. Timing, or scheduling, as it is known, plays a big role in getting the eyeballs. For example, if a channel is looking at launching a show targeted at slightly younger viewers, then it usually goes for the 7-7:30 pm time band. For example, Zee TV recently launched its youth centric show Sapne Suhane Ladakpan Ke at 7:30 pm. Again if a channel is looking at launching a show with an adult theme, then time slots between 9:30 to 10:30 pm can be used. Sukesh Motwani, programming head - fiction, Zee TV said, “A love story or a family drama can be placed at any time during the prime time, and, in the past, we have had example of shows doing well at time slots such as 10:30 pm. Most of the time, scheduling works on sheer gut feeling and broadcasters mostly rely on their judgment. Having said that, there are also cases when a broadcaster experiments with a show.” One such example is Sony’s decision to launch its supernatural serial Anamika at 8 pm.
Next is marketing. “As long as the consumer is not aware of your serial, no one is going to watch it,” said Satyajit Sen, CEO, ZenithOptimedia. Interestingly, marketing is no more restricted to a few print campaigns, a digital banner and a few outdoor hoardings. In fact, channels are taking steps to ensure that right from the characters to the storyline, everything becomes an integral part of the audience’s life. “Apart from ensuring that viewers gets to spend time with the lead characters of a particular show through various engagement programmes, special one-hour episodes also known as ‘Maha-episode’ have a special place in the heart of a channel. This gives the broadcaster a chance to create and build hype around a serial which further results in higher viewership. Again, a channel advertises about these special episodes across its networks and through other mediums. From time-to-time channels resort to such tactics,” added Sen. Hindi GEC Life Ok recently aired a series of Maha-episodes for about a week for its show, Mahadev.
Despite their long lifespans, it isn’t