Zee celebrates 14 years with Karisma

MUMBAI: It’s been 14 years since media baron Subhash Chandra’s Zee Television hit the Indian air waves. And an interesting 14 years it has been! From television content, cable television, educational activities, direct-to-home television (DTH), to film production, Zee Telefilms has it all.


Zee TV, which has finally managed to rise from the ashes like the proverbial phoenix with shows like Saath Phere, Kasamh Se, Dulhann and Jabb Love Hua; also has a stranglehold in overseas markets like US and UK, where there is a strong Indian diaspora.


What’s more, the content business of Zee Telefilms is expected to grow from the current Rs 10.5 billion to Rs 39.6 billion by 2011, at a CAGR (compounded annual growth rate) of 30 per cent.


On completion of 14 years, the channel has dished out an offer for its viewers in partnership with Eros Jewellery, which has Karisma Kapur as its brand ambassador. The channel has rolled out a contest wherein viewers can win jewelry worth Rs 1.4 million (Rs 14 lakhs) for a mere Rs 14! Viewers have to guess a five digit code and if it matches that of the channel, they stand to win a box of jewels just for Rs 14, which will be given away by Karisma Kapur.


What’s more, Zee will also be integrating the contest with its programming and give out clues to crack the secret code. Every week starting 18 September, Zee TV’s characters Bani (Kasamh Se, 9 pm), followed by Saloni (Saat Phere, 9.30 pm) in week two and Vidya (Dulhann, 8 pm) in week three, will give out a number that will be a part of the five digits. Every week one winner, from amongst those who have guessed the code, will be able to buy Eros Jewellery worth Rs 1.4 million for Rs 14.


The promotional activity touted as – Jeeto Zee Bhar Ke – is Zee TV’s way of thanking its viewers for their support on the occasion of its anniversary. Viewers can send in their entries via SMS by typing Z E five digit code and send it to 7575.


In its 14 years of existence on Indian soil, Zee has also been involved in the production of films as an independent business activity. It started its films production activities by commissioning films from film makers such as Mahesh Bhatt, Prakash Mehra, Sachin and Hema Malini. Some of the commissioned films include Phir Teri Kahani Yaad Aayee, Spot Boy, Ajeeb Dastan Hai Yeh, Mr. Shrimati, Dil Ka Doctor, Tune Mere Dil Le Liya, Dil Kitna Naadan Hai, Mohini, Aise Bhi Kya Jaldi and Fareb.


Last year, the company also rolled out the first live action-animation film — Bhagmati – The Queen of Fortunes, starring Tabu and Milind Soman, which was made on a budget of Rs 350 million (Rs 35 crores).


Zee Telefilms has also produced some in-house movies such as Humein Jahan Pyar Mile and Gadar – Ek Prem Katha. The latter, which released in 2001, proved to be the biggest grosser of all times at the box office by collecting Rs 650 million (Rs 65 crores).