ZEE confirms Astitva replacement…a gameshow!


It is a well known fact that ZEE TV’s prime soap Astitva Ek Prem Kahani will be going off air in December, now, a replacement has been announced by the channel.

ZEE TV will launching its mega gameshow, in which it will offer the largest prize money ever on Indian TV. The new show, titled Kam Ya Zyaada will air in the Monday-Friday slot currently taken by Astitva Ek Prem Kahani. It will be hosted by film actor Manoj Bajpai.

Kam Ya Zyaada is the latest attempt to spruce up ZEE’s programming, lately successes like Sindoor Tere Naam Ka, Tumhari Disha, Rabba Ishq Na Hove, Sa Re Ga Ma Pa Challenge and Saat Phere Saloni Ka Safar have proved to work wonders for the channel.

Incidentally, the concept of this game show is not indigenous like all the other game shows, which are adapted from international formats. Kam Ya Zyaada will go on air by the end of this ‘financial’ year, precisely this December and the channel is planning to make it big with 360 degree promotional activity, which starts from 7th November. ZEE TV hopes to strike gold with this international adaptation of Gimme Five gameshow, owned by the Zodiak Television World, the show is produced by Optimistix.

According to a senior ZEE Official, “Kam Ya Zyaada gameshow is more towards TV content and it best suites to provide a variety to viewers. The show is great for alternative viewing and a classic example of rags-to-riches for the winner.” On raining gameshows, he clarifies, “Kam Ya Zyaada will have high recall value and strong potential, the formulation of Kam Ya Zyaada was done earlier this year, and we had no idea that others too were lining up the array of gameshows. ZEE never emulated the success of other shows.”

On selecting actor Manoj Bajpai, the Official claims, “If you have a celebrity, it is not necessary it will promise the show. Manoj suits the requirements of the show absolutely, that’s the reason he was brought. Manoj too has gone through ups and downs in the life and finally has not he emerged victorious, similar to contestants’ feelings.”

The offer to Manoj came through this ZEE Official quoted above, who is also a close friend to the actor. It is learnt that Manoj respects and admire the official and that both have immense faith in each other.

Note that recently, MR Pradeep Guha, CEO, ZEE Telefilms, has said, “There is a perceptible improvement in viewership trends of ZEE Network channels. Our forthcoming attractions include Kam Ya Zyaada, an exciting game show with an imported format. Business Baazigar, a reality show for identifying entrepreneurial talent is also on anvil.”

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