By Priyanka Bhadani Youth entertainment channel, Zing has a reason to celebrate. One of its tentpole shows, Pyaar Tune Kya Kiya in its second season has consistently performed well for over 15 weeks, according to the data provided by ratings agency, TAM. With that, the channel has marched ahead of its competitors in the youth entertainment section. According to the channel, fresh content and intense love stories told in the most interesting manner are the USPs of the show. And, viewers have identified with the emotions of the characters in the show as their own. A channel spokesperson says that the strategies adopted for the promotion of the show has also worked in its favour. The print campaign for season one involved advertisements in leading dailies, huge billboards in Mumbai and Delhi at prominent locations, including 100 branded Café Coffee Day outlets in metros and mini metros. Two Hundred and Fifteen theatrical slides in almost every niche theatre was showcased before a feature film to promote the show among the masses. To gain maximum mileage, there were also a whopping 5600 promos on every channel possible. “Our in-depth research and understanding of the youth has helped us attract young viewers. Zing's focus has always been showcasing content, representing real lives and relationships. The high scores highlight the fact that Pyaar Tune Kya Kiya delivered well on both the key parameters—content and connect," said Anurag Bedi, EVP and Business Head, Zing.
