Television has made its entry in Mumbai in the 1970's, and the organization was named as Mumbai Doordarshan. It was then ‘Chayageet’ telecasted on Mumbai Doordarshan only. It was one of the most watched programs.
As the name suggests, it presented melodious songs of Hindi film songs. Thus Doordarshan’s musical program ‘Chayageet’ became enormously successful. It used to capture larger audiences than that of some serials even.
During the 80’s, every song would be preceded by the film poster of the particular movie. And the songs were released on Doordarshan before the film would release in theaters a two weeks in advance. That was the marketing strategy of the cinema industry. Since the cinema songs were shown on Doordarshan in advance, the film gains better rating in box-office too.
A program like ‘Chayageet’ delivered twice the amount of revenues that it used through a private producer for Doordarshan, Mumbai. ‘Chayageet’ was shown at 8.30 pm on Thursdays. Prime Time slot was offered to ‘Chayageet’ which was a collection of six to seven movies songs from Hindi movies that lasted thirty minutes. In those days, advertisements don't run in between the telecast of the program. Hence, there were advertisements for about eight to ten minutes before ‘Chayageet’ was telecast.
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