Mumbai: In order to get its programming mix right Zee has created an ideation cell; to infuse fresh ideas into the programming. The ideation cell will give inputs to the production houses post consultation with the channel itself. The ideation cell is a combination of Zee employees as well as two new people who got recruited for the same.

20% of the shows that are in the prime time slot across channels have shut down in the recent past. This might have not impacted Star and Zee, but the need for fresh content has been noted. It’s a three member team and business head Tarun Mehra is at the helm of this Ideation cell. The cell started in March 2008 and has taken some time to shape its suggestions and ideology.

Mehra said, "We always had an informal ideation cell. However, the formalization process definitely helps us plan our programming inventory better. Saat phere was the first result of this ideation cell. Our next show Dance India Dance has also been conceptualized as a part of this. We are looking forward to creating more such path breaking shows."

The recently launched Choti Bahu, Dance India Dance, soon to be launched Shree, Maa and Monica Mogre are testimony to the channels new sense of its target audience. This also comes close on the heels of Zee changing its brand film and brand identity. Shree deals with a supernatural subject. Shows that have a suspense element are main on the agenda and a detective show may be on the anvil soon.