Indian television's first live wedding on Zee TV today
Monday - Jul 27, 2009
Ankit Jain - Televisionpoint.com | Mumbai
the protagonist of Zee TV's Pavitra Rishta show, got married on July 25
in a live setting and the channel invited its viewers to come and
attend the wedding. The channel shot the wedding sequence in front of a
700 plus live audience at RK Studios in Mumbai.
The episode will
be aired today July 27 as a one-hour special at 9 pm, with shots of the
live audience blessing the on-screen couple. The show revolves around
the simple lifestyle and cultural values of a middle-class Marathi
family living in Mumbai.
Zee TV sent out wedding invitations to
the viewers both through mass media and on-ground initiatives. The
channel used its bouquet of channels to ask people to come and bless
the couple on-ground. It claims that it has received about 50,000 SMSs
from people wanting to be a part of the experience.
Chawla, marketing head, Zee TV and Zee Cinema, says, "Pavitra Rishta is
going through its peak write-up of story, with the leading protagonist
getting married. Instead of shooting a lavish pre-recorded episode, we
took its as an opportunity to engage with our viewers in a live
The most interesting part of the promotions was
the on-ground initiatives taken to invite the viewers. Savita Prabhune,
the actor who plays the role of Sulochana, the protagonist's mother,
commuted in Mumbai's local trains, distributing the wedding cards to
fellow travelers, asking them to come and bless her daughter.
Kapoor, the producer of the show, also made a trip to Dagdu Seth Ganesh
temple in Pune to seek blessings for her show Pavitra Rishta. She also
invited several devotees of the temple for the wedding.
the regular promotions, the channel advertised in BEST buses and
distributed leaflets asking viewers to watch the special episode on
Monday. Heavy promotions were conducted on radio (Big FM) for the
special episode, while it was also advertised on print.
Edited by Gur.N.cool - 27 July 2009 at 1:19am