Zee's future hinges on 'Business Baazigar', Johnny Lever ...

By Subhash K. Jha, Indo-Asian News Service

Mumbai, April 12 (IANS) Zee TV's big plans

to consolidate their number two position rests on the recently launched

"Business Baazigar" and a stand-up comedy show "Johnny Ai La Re" with

Johnny Lever.

There's a mood of challenge at Zee. If "Sa Re Ga Ma Pa" has thrown

open the doors for Zee's TRPs, then the channel certainly doesn't want

to rest on its laurels.

According to Ashish Kaul, senior vice-president, corporate brand

development, at Zee, "After a very long time we have been given the

opportunity to move ahead. Our first move was to bring back our USP 'Sa

Re Ga Ma Pa' in a new avatar 'Ek Main Aur Ek Tu' this season."

The long-delayed "Business Baazigar", which was meant to go on air

two years ago, launched on March 31 and is aired every Friday and

Saturday at 8 p.m.

"But we weren't happy with what we had done. A lot of it had to be

re-shot. We had to send 'Business Baazigar' back to the editing table.

When Mr. Subhash Chandra's (chairman, Zee Telefilms) name is associated

with the show, the scale and format have to match up to his vision. We

also wanted a sufficient number of episodes in our bank before going on

air."

"Business Baazigar" is a brainchild of Chandra and a reflection of

his own vision of life and business.

"How does a man with a dream go about becoming a business person in

this country of acute red-tapism and other practical hurdles? That's

the question 'Business Baazigar' will answer. But then India has

produced an Anil Ambani or a Subhash Chandra against all odds."

Chandra puts forward a business proposition, which is screened and

then the game begins.

"A participant has to justify the funds that we are willing to

provide. To judge a participant's potential he will be given certain

tasks. If he implements them to the satisfaction of the three-member

jury (including Chandra) the participant is on."

There's no ceiling on how much business funds "Business Baazigar"

will provide to any participant.

"What's more," added Kaul "It would be your business project, not

the channel's. After every season of 13 episodes someone will be

crowned Business Baazigar."

The show is hosted by VJ Cyrus Sahukar.

"And we are backing up 'Zee Baazigar' with strong comedy because we

haven't had one of those for a long time."

The sequel to Ekta Kapoor's "Hum Paanch" has belied expectations by

proving a non-success. "We hope 'Johnny Ai La Re' will remedy the

absence of a strong comedy show on Zee," said Kaul.

"Johnny Lever will be seen on the small screen for the first

time."

Kaul admits there will be similarities to Shekhar Suman's show.

"That can't be helped. Johnny's show will have skits, music and

Johnny himself performing. Johnny has cut down on film assignments. So

his coming to TV is a double event."

The format and presentation of the new 'Sa Re Ga Ma' will be

different. There will be separate prizes for the male and female

participants.

According to Kaul, their soap "Saat Phere - Saloni Ka Safar" has

emerged more successful than many of the popular soaps on other

channels.

"It's ahead of the 'K' factor in many ways. Saloni is our dark

horse. We knew 'Saath Phere - Saloni Ka Safar' will be our

clutter-breaker. But to this level? One can never predict."

Apart from "Hum Paanch 2", Ekta Kapoor's big new soap "Kkasam Se" on

Zee is also not doing well.

"We are baffled," said Kaul.

"We virtually poured money into marketing 'Hum Paanch 2' and 'Kkasam

Se'. I remember, I used to bunk college to watch 'Hum Paanch'. Like I

said, a very strong comedy is needed. Hopefully, Johnny Lever will do

the needful."