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Its highest TRP was 2.0, an all-time high in the midnight slot in Telugu television which even networks like Maa and Eenadu Entertainment (ETV) cannot beat.Another program introduced recently was Sreekaram Subhakaram, an astrology based program with astrologer Vakkantham Chandramouli and popular anchor Sumalatha.Initially this channel is launched with the name Alpha TV Telugu. They initially featured a large amount of American films dubbed into Telugu; in August 2005, they also dubbed popular Bollywood film Sholay from Hindi into Telugu as an experiment.By December 2005, despite having some popular programmes such as game show Gold Rush, hosted by popular female anchor Udayabhanu, as well as soap opera Nishabdam, overall Zee Telugu had only achieved a 1.24% weekday and 1.86% weekend market share in Andhra Pradesh.Anchored by Nandi Award winner Suneetha, the judges' panel included renowned Telugu music figures Koti and Ramana Gogula, and was scheduled to run for 35 episodes. Mee Inti Vanta, a cookery show, has run successfully for more than 1000 episodes. This program was a huge hit with female viewers and grabbed the market share in the afternoon slot.The show was so successful that by February 2007, they announced plans to launch Little Champs, a version of the show aimed at the ages six to thirteen market, hosted by former Indian Idol runner up N. Eventually all the other channels started their own cookery shows.This is a live program and the many other channels are trying to follow suit.As a result, they re-launched themselves in order to shift their target market segment from mass market to that of upwardly mobile young professionals.
Along with Mee Inti Vanta what brought even more popularity was a steamy anthology serial called Midnight Masala, or as some called it, Soyagam.It aired at 12am and aired stories which had a lot of steamy and sexy scenes.It was widely watched by adults but some people criticised that it is too racy for Telugu TV.It aired from December 2005 - December 2006 and again in 2007-2008.
By 2004, the Zee Network already had a strong presence in northern and eastern India, with channels in Bengali, Gujarati, Marathi, and Punjabi; their proposed Telugu-language channel marked their first venture into the southern India entertainment market.
In June 2004, they expected the channel to launch by August.