Can Sonys new offering Live it up?

MUMBAI: Every Thursday is a reality check for the channels and its shows. And more so when it gets a new show onboard. The success of any marketing campaign is reflected in the ratings and so when Sony Entertainment Television launched its new soap Kehta Hai Dil…Jee Le Zara, it built a big marketing campaign to create the right buzz to get good viewership numbers.


Sony which is the highest gainer this week, as it added 48,804 TVTs (Television Viewership in thousands) taking its cumulative to 349,377 GVTs (Gross Viewership in thousands) (300,573 last week), launched Jee Le Zara, on 15 August in the 9:30 pm slot.


The show which entered into a very competitive time slot with Star Plus’s Yeh Rishta Kya Kehlata Hai and Zee TV’s Qubool Hai ruling the ratings chart in this time slot, has received 2,620 TVTs in its launch week and all this after some good marketing campaigns.


“Every time slot today is competitive, we need to get audiences and so created a huge marketing campaign to inform people of the new show,” says SET senior VP & head-marketing Gaurav Seth. From a ‘Van Flag Off’ by Sangeeta Ghosh, the protagonist of the show to running of Twitter contests, the channel went a whole hog to hit the right cord with its audiences.


The promotional activity started with the three promos shot for television. “Similarly, we had radio spots, which spoke on Sangeeta’s character in the show. We also launched a big multi-media print campaign on the day of launch of the soap which sustained till the first week of it going on air,” informs Seth.


To sustain pressure and ensure that the promos went viral, the channel launched several social media activities and outdoor innovations. “One of this was when on 13 and 14 August we had a Jee Le Zara bus ferrying women from one part of the city to the other. The idea was to inform people of Sangeeta’s return on TV and also to promote the idea of Jee Le Zara,” he comments.


The channel which launched the #Jee le zara moment contest on Twitter received over 7700 tweets with nearly 5.37 million people joining the conversation. “We were trending on Twitter on the launch day,” he informs.  The channel also ran promos of the show in major cinema chains nationwide for one week during the screening of Chennai Express.


With Sony targeting not only the metros, but also UP, Rajasthan and Gujarat, with a 360 degree marketing campaign, we wonder if the numbers are enough when compared to the 7,435 TVTs of Qubool Hai and 7,284 TVTs of  Yeh Rishta Kya Kehlata Hai. The show will need some catching up to do in the coming weeks.

Latest Reads
Best Deal TV appoints Hari Trivedi as COO

MUMBAI: Best Deal TV has appointed Hari Trivedi as the chief operating officer with immediate effect. Based in Mumbai, Trivedi will be responsible for overall sales and marketing. He would also be initializing lowest price offers and deals on Best Deal TV.

Television TV Channels People
Disney announces successor of MD Siddharth Roy-Kapur

MUMBAI: Walt Disney International has announced the successor to its former managing director Siddharth Roy-Kapur. As a second stint with the organization, Mahesh Samat has made a comeback and will lead The Walt Disney Company India as the managing director. He will pursue his new responsibility...

Television TV Channels People
Life is more imaginative than fiction in a story like POW, says writer-director Gideon Raff

MUMBAI: Sometimes, coming back home after 17 years is not always a happy ending. "Prisoners of War" is the story of three Israeli soldiers, who were held captive for that many years following their kidnapping while on a secret mission with their unit.

Television TV Shows Thriller
IPL media rights bidding postponed sine die

MUMBAI: The BCCI has made it clear that the media rights auction cannot take place till the time it gets a concrete go-ahead and a formal approval from the Justice RM Lodha committee. Till the evening of 24 October (Monday), BCCI did not receive the okay from the committee which said, "it is in...

Television TV Channels Sports
Q3-16: DIRECTV mitigates AT&T U-Verse TV subscriber numbers fall

BENGALURU: AT&T acquired DIRECTV added 323,000 net subscribers and hence helped mitigate the company’s Entertainment and Internet Services Group (Entertainment) segment’s loss of 326,000 U-Verse subscribers for the quarter ended 30 September 2016 (Q3-16, current quarter). About 70 percent of...

Television TV Channels English Entertainment
"Let India open its market, we will open ours" - PEMRA chairman Absar Alam

Pakistan’s TV watchdog - the Pakistan Electronic Media Regulatory Authority (PEMRA) - charimanAbsarAlam was in the line of Pakistan’s Geo News anchor Shahzaib Khanzada’s fire last week. In his Monday to Thrusday current affairs talk show Aaj ShahzaibKhanzada Kay Sath - the anchor grilled him time...

Television TV Channels GECs
BIG Magic acquires 'Boonie Bears' exclusive FTA rights

BIG Magic has acquired exclusive FTA rights of ‘Boonie Bears’, the No.1 and most popular animated series in China. BIG Magic has renamed it ‘Babloo Dabloo’ for the Hindi viewing audience. Babloo Dabloo airs every Monday – Sunday 10 am – 11 am & 5 pm – 6 pm only on BIG Magic

Television TV Channels GECs
PBL: Setting stage for next big thing on Indian sporting landscape

India has witnessed the emergence of a multi-sports culture over the past few years. This significant development has come on the back of a promising display by Indian sportspersons across various disciplines, the meteoric rise of home grown leagues and the consequent widening of the fan base of...

Television TV Channels Sports
CNNMoney new section will be about the fastest growing economy; MoneyStream app launched

MUMBAI: Attracting 1.8 million average monthly page views, witnessing a 37 per cent growth in video consumption and 16 per cent in unique browsers month-on-month from India in less than a year’s time is not smooth. In its ambitious plan of global expansion, CNN Digital is leaving no stone unturned...

Television TV Channels News Broadcasting

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories