MUMBAI: After launching four new shows last year in the primetime slot, Zee is adding another feather to its cap by launching yet another show named Rajaa Betaa in the early primetime. It will premiere on 15 January, Monday to Saturday at 6.30 pm and is produced by Sobo films.

Zee TV business head Aparna Bhosle said, “Zee was pretty set in its prime time and the next strategy that we wanted to tackle was to strengthen our pre-prime slots." Therefore, Raabta, Guddan and Man Mohini were launched last year.

She added further that a good show is time agnostic. A good show will attract viewers even at the last hours of 4pm.

As far as content strategy is concerned during big events like IPL and the country's main election, "Zee actually grew in IPL last year. When your content offering is strong, viewership invariably follows," she said.

The recent TRAI tariff order will have given a jolt to broadcasters where they are likely to lose chunks of viewers. But Zee is unfazed. Zee's strong primetime viewership, says Bhosle, is testimony to its good content that people will demand for.

However, she expects significant changes in viewing patterns to take place. According to her, people consume at max 130 channels when surfing. So, some channels may not make it to a viewer's list.

Zee, on the other hand, seems ready to tackle challenges head on.