Sony launches 'Kaun Apna Kaun Paraya' as part of fresh afternoon
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(Posted on 30 May, 6:30 pm)
Sony Entertainment Television yesterday announced the launch
of a new daily soap Kaun Apna Kaun Paraya, part of an initiative
on SET's part to repackage its programming in the afternoon band
which becomes effective 4 June.
When asked about the logic behind placing a new serial in the
afternoon band, Rekha Nigam, senior VP programming, says: "As
we rule the weekend slots, we also want to capture the afternoon
band and for that we will be providing a new bunch of programming."
Nigam made her comments at a press conference to announce the
new drive in south Mumbai's Oberoi hotel.
Kaun Apna Kaun Paraya is produced by Shobhna Desai,
who has a number of popular serials like Ek Mahal Ho Sapno
Ka, Alpaviram (afternoon slot on Sony) and Sony's new
prime time serial Hum Pardesi Ho Gaya, to her credit.
Kaun Apna... will be telecast at 1:30 PM and will replace
the popular dance-based programme Boogie Woogie, which
is being advanced to the 12 noon slot.
"Sony is specifically targeting the 12 noon to 3:00 PM time
band," Nigam says. According to Nigam, marketing research indicates
that this was the peak viewing time in the afternoon band where
the viewership essentially comprise housewives and school and
college going kids.
The programming is also organised accordingly. Boogie Woogie'
therefore targets all age groups but essentially looks at youngsters
while the later programmes focus more and more on housewives.
Along with the Kaun Apna..., Ek Mahal Ho Sapno ka,
another popular daily soap which currently airs at 10:15 PM, will
air in the rescheduled afternoon band at 1:00 PM to make it more
attractive for the viewers.
Reruns of recently launched prime time serials Kkusum
and Kahin Diyaa Jale Kahin Jiyaa are also been scheduled
for the band. However, old shows Alpaviram, Ajanabi,
Aurat Ghar Ek Mandir and Itihaas will remain in their
current slots between 3:00 pm to 5:00 pm. Alpaviram will be getting
over by first week of June which will be replaced by Chhoti
Si Asha
"We will be pushing the afternoon band. The packaging and
promos will be specially done through newspapers, hoardings and
on the channel," says Nigam. She refused to give details on the
budget Sony had set aside for the promotion.
Nigam would not be drawn into a debate on ratings. "We will
be providing completely fresh entertainment and we will be pitching
hard, so I am confident that we will grab the afternoon band also.
As far as TRPs go, I dont believe in it, in the sense that our
priority is to try and identify the concept which strikes a chord
with viewers. The soul of any programme is the concept and TRPs
follow that. So it is too early to talk about that.
As far as advertising goes, the rates per 10 second slot for
Kaun Apna ... and Ek Mahal Ho Sapno ka has been
kept at Rs 80,000 and for other shows has been kept at Rs 60,000.
The
new Schedule for Afternoon band from 12:00 to 3:00 on Sony.
| Time |
Name of the show |
| 12:00 |
Boogie Woogie |
| 12:30 |
Kahi Diyaa Jale Kahi Jiyaa |
| 1:00 |
Ek Mahal Ho Sapno ka |
| 1:30 |
Kaun Apna Kaun Paraya |
| 2:00 |
Kkusum |
| 2:30 |
Ghar Ek Mandir |
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