"Zee has always been a leader, then we meandered for sometime, now we are working around to regain that position," expresses Sandeep Goyal, group broadcasting CEO, Zee Telefilms. "The Indian housewife would tune into to Zee for it storytelling skills, and now that‘s what we want to get back."

"When Zee TV started out it came as a breath of fresh air, as an alternative to Doordarshan. Somewhere along the way it lost its focus, now we are bringing that back into the picture," adds marketing head Partha Sinha. "We want to give back to Zee TV its brand personality as a youthful channel, vivacious, yet very deeply rooted in traditional Indian values."

The new Zee drive is evident in the clutch of new programmes it has announced and the increased marketing spend being put behind them. Among the programmes which are expected to air: Sudha Murty‘s Dollar Bahu, Sansar a new family soap shot in five continents, (produced by Tracinema), a musical soap Diwane to Diwane Hain (Tracinema), Sarhadein, Koi Apna Sa (Balaji Telefilms), Hip Hip Hooray (a new series of the old show produced by UTV), Choti Maa (a north Indian version of the southern success Chiththi produced by Radaan Entertainment & UTV), and Shree 420 based on real crime stories. Other programmes on the anvil include Zee Nostalgia, Zee Gym, and Ardhangini. While Zee Nostalgia, a one hour daily block, will showcase the best of Zee‘s programmes like Hasaratein and Sailaab, Zee Gym will focus on fitness and Ardhangini is based on the lives and careers of successful women.

Sinha is excited about the interactive television show Aap Jo bole Haan to Haan, Aap Jo Bole Naa to Naa. "We believe this will be our driver," he says. "It has drama, emotion and is gripping with alternative endings. Viewers will call up our call centres and we will constantly monitor the calls. Based on the response and final count we will air the requisite ending from our uplinking centre in Singapore."

According to Goyal, there has been no real hike in programming costs. "Some shows have been retired, new ones have replaced them," says Goyal. "In the new shows, the creative product is very strong."

He reveals that the new line up will make its debut by the third week of August. "By the time the festival season comes, some of them will have emerged as winners," he adds.

He points out that the network is already at an advanced stage of preselling all its advertising inventory. "There is a lot of excitement amongst media buyers and planners about our new shows."

According to Sinha, no stone will be left unturned while promoting the new lineup. "Outdoors, print, radio, the internet, cross promotion on our TV channels - we will resort to everything to ensure that the shows get top of mind awareness with viewers."

Goyal highlights the fact that Zee TV is keen to strengthen its programming department. "We will be strengthening the programming team and take it up to 18 very soon," he says.

"No official notice has come our way as yet," says Shri Adhikari vice-chairman Markand Adhikari. "Only after that reaches us will we decide our course of action."

Adhikari is angry about the government rethinking on its tendering process and the behind-the-scenes jostling that is taking place. "Nobody stopped anyone from bidding," he says. "Those who have not bid have no right to make an offer after the bids have been opened. It will amount to a foul practice and bad example if this is done. It will not be acceptable."

Adhikari also dismisses the allegation that a cartel was formed by the bidders to keep the offer price for DD Metro low. "There is no question of cartelisation," he says. "We are competing with each other for the slots and don‘t forget there is no concept of unity in the production industry."

He is quick to point out that the Prasar Bharati will have to accept the bids on the principle of business ethics.

To which an official spokesperson of HFCL-Nine responds: "The terms and conditions were not acceptable and commercially viable."

The Shri Adhikari Brothers bid was of Rs 90 million for each hour. Another outfit Prachar Communications bid for the 7-8 pm and 10-11 pm slots with offers of Rs 10 million and Rs 50 million. Prachar‘s bid was for Rs 105 million for the 8-10 pm slot. The third contender, Pritish Nandy Communications, made a bid for only one hour from 8-9 pm with an offer of just Rs 10 million.