ZEE TV is making every effort to retain the number two position in India despite stiff competition from Sony Entertainment Television Asia and STAR One.
The channel has had a turn around in fortunes recently with flagship shows ‘Saat Phere’, ‘Kasamh Se’, ‘Sa Re Ga Ma Pa’, ‘Jab Love Hua’ and ‘Shabaash India’ hitting bulls eye. On the contrary shows from rival Sony Entertainment Television Asia have struggled to find a place in India’s Top 100 most viewed shows recently.
ZEE TV is fast axing underperforming shows to keep viewers glued to its channel. In another change to spruce up its schedule, ZEE TV’s current longest running soap ‘Tumhari Disha’ is facing the chop to make way for a new drama.
The final episode of ‘Tumhari Disha’ will be screened on Friday 25th August at 21:30. The programme has recently faced criticism from viewers after its lead protagonist Chhavi Mittal who played ‘Disha’ was shown dead when the drama leaped twenty years into the future. In actual fact, Mittal opted out of the soap as she was unhappy with producers for the leap.
‘Tumhari Disha’ will be replaced with new soap ‘Dulhan Banoo Mein Teri’. It’s a story about Vidya, an illiterate girl who has a fairy tale wedding . It is the journey of Vidya to fight her destiny .. to make her life and win the love of her in laws. It will air Monday – Friday at 21:30.
ZEE TV has also confirmed that new series’ of hot properties ‘Sa Re Ga Ma Pa – Challenge’ and ‘Cinestars Ki Khoj’ will be taken to the air in the autumn. As revealed last week, Sony is fighting back with the Indian version of international hit ‘Big Brother’ starting in November. STAR One on other hand will be launching the new series of its popular ‘Nach Baliye’ show in the same period. Viewers in the UK will also be able to view the new series when STAR One launches in the UK later this year.