Sony hopes to lock up 8:30 band with double whammy - hospital drama and tale of twins

Sony Entertainment's programming strategy is clear. Keep launching new shows at regular intervals and make sure the shows are consistently different.

The 9 to 10 pm slot is in the bag (at least that's what the channel claims) with the Balaji soaps Kkusum and Kutumb. And now the channel is targeting the 8:30 pm to 9 pm time band.

The Sony team led by CEO Kunal Dasgupta was out in strength yesterday to announce the launch of two new shows.Dhadkan marks the channel's foray into the hospital drama genre with a real feel while Hubahu is your regular soap with the plotline revolving around twins switching identities. The former starts on 4 February and will air Monday - Wednesday at 8:30 pm while the latter premieres 7 February and will air once a week on Thursdays at the same time.

Elaborating on the channel's plans, V-P programming and production Nachiket Pantvaidya said: "These shows are part of our strategy to consolidate our position in the 8:30 - 9 pm slot four nights a week Mondays to Thursdays. With Dhadkanand Hubahu we hope to add half an hour to our hold on the 9-10 pm slot which is one of our strengths." 

The channel also claimed that since October when the launch of Kutumb was announced, channel share has gone up 30 per cent. The channel also said that from now on, whenever a new show is launched it will be positioned differently from what rivals have to give. They will mix emotion with gripping edge of the seat entertainment.

Pantvaidya said as part of new programming initiatives the channel was looking at, February would see a new show launched in the afternoon slot. In March three launches have been scheduled, all in prime time slots and all different genrewise - comedy, thriller and drama. April will see two more shows launched Pantvaidya said.

When questioned as to why Sony was doing a hospital show when rivals already had one on air with the similar theme (Star Plus launched Sanjivani on 16 January), Dasgupta pointed out that Dhadkan was in the making for seven months. Rival channels simply wanted to beat the air time the moment they got a whiff of what Sony was up to, he said.

DHADKAN: The marketing strategy for Dhadkan spans the media like print and outdoors. Region specific marketing has also been undertaken in Delhi and Mumbai. In Mumbai the railways have been roped in while in Delhi DTC busbacks are being used.

Dhadkan is an effort on the part of the channel to take the experience of being in a hospital further by taking viewers right into the heart of the Operating Theatre by simulating reality, the channel avers.

The setting is Seth Deen Dayal Hospital. When Seth who started the hospital dies his son takes over but his vision is different. He is only interested in the word profit. The show also examines the personal lives of doctors and their daily struggle to cope with job pressures. It goes beneath the deceptively calm suface and reveals the edgy atmosphere and turmoil prevailing. It has been produced by Aqua pictures and directed by Umesh Padalkar.

Padalkar said the show took the help of six doctors. Hospital layouts were studied and design principles were taken into account when utilising the 9-10,000 square space. The Operating Theater Floor was elaborate and for this modular sets were designed probably for the first time in India. This allows walls to be added or subtracted. Even lighting could be changed. An associate director took care of the background activity. The actors underwent extensive drills on how to use instruments like a stethoscope and for scrubbing and even basic procedure like how a doctor enters the OT Theater. 

The doctors present praised the channel for taking the initiative to consult them. They were critical of the ridiculous manner in which the profession is depicted in Bollywood films and teleserials. The equipment seen on the show has apparently been procured form dealers who supply hospitals. The idea was to basically explore life in its fullest with inspiration from shows like ER and Chicago Hope.

The main problem for Sony is that Star got some lead time with the launch of Sanjivani on 16 Jan and so no matter how authentic Sony's show may be, it has some catching up to do.

HUBAHU: In contrast to the hospital drama, Hubahu is about twin sisters who are as different from each other as chalk from cheese. Sandhya Mridul plays both the roles. Aditi lives in India and her life is rather conservative. Ananya is smart, sophisticated and lives in Bangkok. The story revolves around them switching identities and the comedy and tragedy that follows. 

Speaking on this Anupama Mandloi, director on air programming, said: "The basic concept of this show is 'If I were you'. Two people discover that the grass is not always greener on the other side." It has been produced by E-motion Pictures. This represents the first collaboration between them and the channel. Milind Soman and Parvati Balagopalan are the producers. Milind Soman said that the concept has been done before in films like The Parent Trap and on the stage. However on the small screen there is scope to explore and play with every possible incident which leads to heightened drama.

Whether the show can sustain audience interest for 52 episodes on an identity switch proposition remains to be seen though.



Latest Reads
Know your karma on IBN7 with 'Karm Path'

In an attempt to give its viewers a refreshing start of the day, IBN7 is launching a new show titled Karm Path. Starting 27 October, the show will predict what the day holds. The show is a differentiator in its own genre as it connotes the supremacy of deeds over destiny.

Television TV Channels News Broadcasting
Big Ganga available on Tata Sky now

Big Ganga has strengthened its distribution with DTH service provider Tata Sky.

Television TV Channels Regional
TV is story-teller's new novel; audience is Bharat, not India: Star's Banerjee

MUMBAI: Since five to six years, television has become the talking point. Th series such as 'Breaking Bad' to Transparent to Narcos to 'Game of Thrones' to 24, and now POW (Prisoners of Wars) has changed the experience of television viewing.

Television TV Channels GECs
Star World to air 1-5 of 'Homeland'

Star World and Star World HD is all geared up to air the pulse-pounding action series 'Homeland.' The show tackles geopolitical moral conundrums of our current world. It has recently unveiled the teaser for the upcoming season 6 shows how Carrie Mathison will circumvent around another international...

Television TV Channels English Entertainment
Share all World Cup, T-20 feeds with Prasar Bharati, rights holder told

The telecast of all official one-day and Twenty-20 matches played by the Indian Men’s Cricket Team will henceforth have to be shared by the rights holder with the public broadcaster Prasar Bharati under the Sports Broadcasting Signals (Mandatory Sharing with Prasar Bharati) Act 2007.

Television TV Channels Terrestrial
Saregama returns to film music acquisition with Pen pact

Saregama India has inked a two-movie deal with Pen Movies. With this agreement, Saregama has acquired the music rights of upcoming Bollywood releases of Pen which includes Kahaani 2 -- Durga Rani Singh, featuring Vidya Balan and Arjun Rampal.Kahaani 2 is slated for a release on 2 December.

Television TV Channels Music and Youth
Q2-17: Zeel numbers, PAT up on higher Ad and Subscription revenue

The Subhash Chandra led content and broadcast player Zee Entertainment Enterprises Limited (Zeel) reported a 23 per cent hike in consolidated revenue for the quarter ended 30 September 2016 (Q2-17, current quarter) as compared to the corresponding quarter of the previous year.

Television TV Channels GECs
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

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories