A week after its launch KBC occupied the top four slots in the top ten, at Zee's expense. This was not the time to wait and watch for Zee. It hastily announced its Malamaal interactive contest. Malamaal involves two questions a day, one each based on the two prime time serials. The first question, put out at 8.15 p.m., is about the serial being aired at 9 p.m., while the second one, at 8.55 p.m., is on the 9.30 p.m. soap.
Viewers can leave their answers at the designated call centre numbers till midnight.
Two winners are announced the next day and each wins one lakh rupees. The Zee strategy is clear, lure back viewers to its nine to ten slot with big money. The ratings of these programmes had plummeted in the wake of the KBC craze. Also, while viewers could only watch others make big money by answering inane questions, in Malamaal they can actually have a go at the one lakh prize money. Besides, Zee also has a weekend bumper draw on Saturday from the correct entries received during the week, the winner walks away with, no not a crore, but still a cool 11 lakh rupees.