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What's-On-India becomes Zee Cafe's exclusive preview partner

To promote ‘Happy Endings’ and ‘Californication’ on all its platforms.

What’s-On-India becomes Zee Cafe’s exclusive preview partner

To promote ‘Happy Endings’ and ‘Californication’ on all its platforms.

BestMediaInfo Bureau | Delhi | July 21, 2011

What’s-On-India Channel has announced a deal with ZEE CAFÉ, one of India’s leading English General Entertainment Channel, wherein What’s-On-India will be the “Exclusive Preview Partner” for two of Zee Café’s new Prime Time series launches scheduled for July : “HAPPY ENDINGS” which premiers on 20th July every Mon-Fri 8 PM & “CALIFORNICATION” which premiers 25th July every Mon-Fri 11 PM on ZEE CAFÉ.

As part of this relationship, What's-On-India will promote ‘Happy Endings’ and ‘Californication’ on all its platforms including the What’s-On-India channel, on the portal, on social networks including Facebook, Twitter among others and inside Media Trade.

Commenting on the development, Abrar Shaikh, GM, What’s-On-India said, “ZEE CAFÉ has engaged with us for their most promising properties this quarter that have done very well internationally. However, the challenge today with tremendous amount of action in the English Entertainment space, is for good shows to find their right audience. We are ensuring a big consumer and trade push from our end to generate curiosity and eyeballs for both shows. Our mandate would be to lead viewers via exclusive previews and extended showcase slots on our channel plus online and social network triggers to the original program on ZEE CAFÉ”.

With more than one hundred news channels, over fifty movie channels, over fifty general entertainment channels, music channels, sports, infotainments, kids channels, not to mention ultra specialist channels in genres such as Food, Crime, Education - the Indian TV industry has come of age in terms of the content offering to consumers. However this explosion of choice poses a serious challenge for consumers and that is to get to the right content. On the other hand, broadcasters struggle to find the right viewers for their programs. What’s-On-India is one of the first models in the country that looks at playing match-maker between the right content and the right eye-balls.

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