It's not a mere coincidence that your favourite bahu Parvati, Tulsi or Bani nev er forget to celebrate Diwali, Holi or Navratas with you. In fact, these well-in advance episodes help the channel in a number of ways. They gel well with the mood of the audience and keep them hooked. As Ashish Kaul, executive vice president, Zee Networks says, "We work on a calendar and make sure that these episodes come exactly at the same time. Nothing should look out of place. Otherwise it does not work" Agrees Sanjay Upadhyay, programming head of Sony, "Such episodes work like an immediate connect with the audience as they are also busy celebrating these festivals."
What about the TRPs? "It's important to revitalise and add freshness to the show and the festive allows us to do that. People love to see their favourite star enjoying like they are," says Prem Kamath, VP marketing & communication, Star India Pvt Ltd. Kaul thinks it's their way to spread happiness and of course, to get more attention, "It's that part of the year when everyone's at home. A television takes the centerstage and we can't go wrong."And that they don't.
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