[icernet] Week-end television creates Sunday blues

[Arul Selvan]

Apurva Purohit, president, Zee TV, cites Zee TV's survey of 'What Women 
Want', conducted across nine cities. "The standard complaint of urban 
women is that there's nothing to watch on Sunday," she says. "So we've 
worked out a radical shift in our programming. Two weeks ago, we moved 
all our daily soaps on prime time to air from Sunday to Wednesday, 
instead of the usual Monday to Thursday. It's easier to shift an 
already-formed habit to Sunday, than to build a new habit."

Purohit reveals that Zee TV is also planning new initiatives for 
week-ends, to be announced next month. Industry rumours go that the 
channel has commissioned a mini-series, specially formatted for week-end 
viewers.

The mantra now is to shift popular week day programming to Sunday and 
get a ready-made viewership. Star Plus too has shifted their popular 
dance show Kya Masti Kya Dhum to Sunday.

Source:
http://test.timesofindia.indiatimes.com/cms.dll/html/uncomp/articleshow?artid=27005271