MAM
Profiling on-air-promos – I
Traditionally on-air-promos (OAP) are the single largest and primary source of information of programmes for the viewers of any channel. The industry-wide average as per research done a couple of years ago was around 85 per cent to 90 per cent of viewers of any channel.
With channels going to the extent of experimenting with new time bands, and launching a new show every other day, Indiantelevision.com makes an attempt to profile OAPs of some of the newly-launched shows on Indian television.
Starting the series with OAPs of Zee TV’s Zee Woman, the afternoon band (12:30 pm – 3 pm) on Zee TV which has programmes conceptualised keeping the new age housewife in mind.
Zee TV launched Zee Woman on 12 July. The idea was to launch a time band on the channel that would lead to differentiated viewing for the woman. The task was to create a very strong women-driven time band to attract the female viewer group. The idea was to provide the women with something beyond serials.
So the two-and-a-half-hour band (Monday through to Thursday) came out with short capsules covering various subjects interwoven with shows. The band covering topics like career options, recipes, astrology and agony aunts, which aired alongside shows like Reth (12:30 pm), Dil Hi Dil Mein (1 pm), Tera Mera Saath Rahe (1:30 pm), Piya Ka Ghar (2 pm) and Astitva Ek Prem Kahani (2:30 pm).
“We planned it based on the target audience. So the majority of the promos were in prime time and the afternoon band, as prime time had the highest frequency of promos, hence the choice to place promos there as well,” Zee TV marketing head Ashish Dabral (who has since this interaction reportedly resigned).
The creative of the Zee Woman OAPs came from the production company Final Cut Video. All the promos showed how every woman is special and needs to be made to feel special, to celebrate the woman of today. One of the promos shows a housewife, while cooking, listening to some music she likes and starts swinging to that music, forgetting everything else. At the end of the ‘show’, the mother-in-law, who had been watching the entire performance, starts clapping.
Another promo, set in a super market, has one housewife looking for grocery. A football lands right in front of her and she can’t resist the temptation. She dodges the ball between rice racks and scores a goal by successfully landing it in a basket trolley. Big applause follows.
Zee Woman doesn’t follow the cross-promotional strategy since it has a primary sponsor in Kellogs. Still, Dabral feels cross channel promos are very useful as one basically gets access to a completely new set of targeted viewers, which otherwise is denied and is channel-specific.
Zee started promoting the band one month prior to the launch, somewhere in early June 2004, starting with teaser promos. The OAPs are expected to run anywhere from six to eight months. “It is the size of the property that decided the duration of the on-air-promotion,” said Dabral.
Now did these OAPs get converted as impressive ratings? Quoting TAM ratings, Dabral said Zee Woman is very successful as it boosted channel share for the afternoon band.
“Channel share for the afternoon time band registered a rise of 7 per cent after the launch of Zee Woman and the ratings of the soap Reth has gone up 15 per cent,” said Dabral.
Dabral believes that OAPs should be complemented with effective off-air promos as well. In the case of Zee Woman, the channel unveiled an innovative off-air promo campaign by starting a branded free bus service for the women in Mumbai “to give them some respite from the lashing rains.”
“There are a lot more campaigns in the pipeline. Based on this initial success, we are working on making the band more interesting and refreshing,” is how Dabral summed it up.
Many drivers assume basic coverage is just a formality until an accident involving someone else brings legal notices, compensation claims, and unexpected financial pressure. At that point, the real importance of car insurance becomes clear. A single road incident can quickly create obligations that are difficult to manage alone.
In this blog, you will learn how third-party online cover supports legal safety, what it includes, and why securing it online is a smart first step.
Why Third-Party Insurance is Legally Mandatory
Indian motor law requires vehicles used on public roads to carry third-party liability cover. The intent is to protect the public by ensuring there is a recognised route for compensation when a vehicle causes harm to others.
If a vehicle is driven without this cover, penalties can apply, and the owner may have to pay the compensation amount personally if legal liability is decided against them. This helps ensure that people who suffer loss are not left without support.
How Third-Party Online Insurance Works
When third party car insurance is purchased online, the proposer shares vehicle and personal details, pays the premium, and receives the policy document in digital form. The cover applies during the policy period and provides legal liability protection for others arising from the use of the insured vehicle.
If an incident leads to a claim, the process usually involves reporting, submitting required papers, and following the steps set by the authority handling the matter.
What is Covered Under Third-Party Insurance?
This cover is designed to pay for losses suffered by others when legal liability is established. The response depends on the policy terms, the evidence, and the decision made during the claim proceedings.
Bodily Injury to Third Party
If someone else is injured in an accident involving the insured vehicle, the policy can cover the insured person’s legal liability. Compensation is assessed using medical records and other supporting documents, along with findings on responsibility. Payment is made based on the final compensation amount decided in the case, as per the policy terms.
Property Damage
If another person’s property is damaged, the policy can respond to the insured person’s liability for that loss, within the limit mentioned in the policy. The amount is generally based on documents that support ownership and the assessed repair or replacement cost. Timely reporting and clear paperwork can reduce delays in assessment.
Legal Support During Claim Proceedings
Third-party claims can involve notices, hearings, and filings because they focus on legal liability. Under the policy terms, the insurer may assist in organising documents and managing parts of the defence process through appointed representatives. This can support orderly communication and reduce missed deadlines.
What is Not Covered
Third-party cover is narrow, so some common expenses are excluded. These exclusions are common, but the exact details depend on the policy terms.
● Damage to the insured vehicle is not covered, including repair costs.
● Loss or damage to the insured person’s belongings is not covered.
● Injury cover for the owner-driver or passengers is typically separate.
● Claims linked to use that breaches policy terms may not be payable.
● Contractual promises beyond legal liability are generally not included unless stated.
Why Buying Online Strengthens Legal Safety
Buying online does not change legal duties, but it can make compliance easier to maintain and easier to prove. Digital records also support clarity if cover dates are questioned after an incident.
● Digital issuance can reduce the risk of an accidental gap in cover.
● A stored e-policy can be retrieved quickly when proof is requested.
● Receipts and time stamps help confirm when the policy was active.
● Online renewals can support timely payment and avoid lapsed cover.
● Clear documents make limits and required steps easier to understand.
Conclusion
Third-party liability cover is a direct step towards legal protection because it covers losses suffered by others when a vehicle causes harm. It supports compliance and reduces the risk of penalties for uninsured driving. Buying online can help keep policy documents, dates, and receipts easy to retrieve during checks and claim proceedings. When the cover’s scope and exclusions are understood in advance, it becomes easier to stay compliant, prepared, and confident on the road.
