Zee 24 Taas celebrates Maharashtra's heritage

Televisionpoint.com Correspondent | Mumbai
Zee 24 Taas, the 24-hour Marathi news channel, has come up with a unique initiative called Zee 24 Taas Maharashtrachi Shaan 2008, which celebrates Maharashtra's heritage. The channel has launched a contest to honour the best historical place in Maharashtra, based on the choice of its viewers.

Accordingly, the channel has selected 12 historically significant places in Maharashtra: Gateway of India, Ajanta Caves, Shaniwarwada, Pratapgad Fort, Ramtek Temple, Murund Janjira, Sindhudurga Fort, Elephanta Caves, Mahalaxmi Temple, Chhatrapati Shivaji Terminus, Raigad Fort and Bibi Ka Maqbara.

Viewers are being asked to vote for the place that they think is the best historical place in Maharashtra via SMS. TV and radio spots have been created to announce the initiative and seek viewer participation.

The TV spot has been on air for the past 15 days on Zee 24 Taas and other Zee network channels. The radio spot has been doing the rounds on Big 92.7 FM, which is the radio partner for the event.

The channel will also pay a special tribute to the Taj Hotel, the worst affected place in the terror attacks and considered to be one of the best architectural monuments of Mumbai.

The final event will take place on December 27 at Bhaidas Ground, Vile Parle (West). The award will be presented by the mayor of Mumbai to the mayor of the city in which the most voted place is located. The highlight of the event will be a one-hour light and sound show, presenting the 12 places in a spectacular light to the audience.

The show will be held against the backdrop of the Taj Hotel. The channel will also present a memento in the form of a trophy to the management of the Taj Hotel. The proceedings of the evening will be broadcast on Zee 24 Taas on January 3, 2009.

The event is being sponsored by Rin, in association with Bank of India, Swarg Jewellers and Lux, along with radio partner Big FM. The activity has been conceptualised by the in-house team of Zee 24 Taas, while La Fiesta, an event marketing firm, has been roped in to execute the event.