The Hindu Business Line : A Zee `smile' for comic game shows

Speaking to Business Line, Mr Nitin Vaidya, Business Head, Zee Smile, said: "We are planning to launch a talent hunt based on a new format soon. This will be a game show based on fun and laughter." Most of the general entertainment channels have been enhancing their game shows, especially after Star re-introduced its successful show KBC. While Sony recently launched `Deal ya No Deal,' Zee TV introduced an interactive gaming show, `Kum Ya Zyada.'

"Today, almost all channels are launching game shows but ours will be based on a different genre. We take comedy very seriously and there is going to be a subtle difference in our programming from the rest of the general entertainment channels," said Mr Vaidya. The 24-hour comedy and family entertainment channel, which started off on the DTH platform with old programmes from Zee TV, was spun off as Zee Smile this year. "We started off with old software from the Zee library, but today we have been investing in new programming. There is a subtle difference between Zee TV and Zee Smile, as our programmes reflect only the lighter side of life," said Mr Vaidya.

With fresh programming to support the channel, Zee Smile is positioned as a general entertainment channel with a `positive' outlook in its programmes. Mr Vaidya explained, "Our programmes are geared towards bringing hope, and not despair, to our viewers." Besides, the sudden clutter of general entertainment channels is not seen as an impediment to growth. Mr Vaidya added, "Today, there is still scope to enter this space and there is yet no clutter in general entertainment channels. We are not just a comedy channel but a channel intended to bring enjoyment to our viewers. In fact, this is the only genre where there is still high revenue potential and we should be breaking even in two years."

Comedy, as a genre, is still at a nascent stage in Indian television. "When we launched, nobody though that comedy as a genre can be successful, but now it is evolving and there are other channels being launched in this space," said Mr Vaidya.

Recently Zee Smile launched a new show Kuch Khatti Kuch Meethi Baatein. "Keeping in mind our younger viewers, we are bringing Kuch Khatti Kuch Meethi Baatein with Anupam Uncle on the channel. Our endeavour is to have on air a variety of shows to cater to viewers from different walks of life."

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