Paresh Rawal show to debut with Malini Iyer on Sahara

MUMBAI: This time round, Sahara Manoranjan is playing it safe.

The channel's big ticket show of the year, the Sridevi starrer Humari Bahu Malini Iyer, that kicks off on 19 January, will be telecast twice a week, Mondays and Tuesdays at 9 pm. Unlike most other soaps on rival channels, the half hour show is being innovatively slotted, a programming strategy undertaken thus far only by Sab TV.

To debut the same week and in a similar style is Paresh Rawal's Bhagwan Bachaye, a comedy constructed on similar lines as Rawal's earlier production Shubh Mangal Savdhan, the reasonably popular comedy show that wound up mid 2003. Bhagwan Bachaye will air Wednesdays and Thursdays at 9 pm. Both Malini Iyer and Bhagwan Bachaye will precede Karishma - The Miracles of Destiny, the Karisma Kapoor starrer that was expected to set the ratings on fire, but has thus far not managed to stoke up much warmth. Karishma though has picked up slowly in the TRP stakes and the channel expects the two forthcoming soaps to lure in more viewers for Sahara's primetime.

Promotions for the Sridevi show are set to rival those that marked the first launch of Karishma, though officials are loath to put a figure to the promotional activity. At least 150 hoardings have gone up across the country, most replacing the earlier Karishma ads. Between 150 to 200 cinema theatres in India currently airing the Sanjay Dutt starrer Munnabhai MBBS have the Malini Iyer promos running, as Sahara TV president Satish Menon believes that the movie watching public would be potential keen viewers of the Sridevi soap.

A fresh on air campaign is ready to kick off next Monday on Sahara Manoranjan, succeeding the teaser campaign that had Malini as a sihoutte on a green background, with the tagline 'Malini Iyer aa rahee hai', while 60 30-feet cutouts of Malini Iyer are shortly going up at vantage points in 10 cities, says Menon. This is in addition to a massive postering exercise launched to familiarise the viewer with Malini, and a mobile van exercise targeting Uttar Pradesh, Gujarat and the rest of Maharashtra (excluding Mumbai) that will have dishes downloading satellite signals to enable passersby to view the channel as well as promos of Malini Iyer.

An innovative tack are Malini Iyer tablemats with contests printed on them, distributed to nearly 850 to 900 restaurants throughout the country, as also hoardings that have been taken up down South for the first time as a Sridevi show is likely to generate interest in a territory otherwise averse to Hindi soaps.

Latest Reads
Disney to buy 21st Century Fox assets for $52.4 billion

The Walt Disney Co has set up a $52.4 billion, all-stock deal to acquire 20th Century Fox and other entertainment and sports assets from Rupert Murdoch’s empire.

Television TV Channels Movie Channels
MOVIES NOW brings #StopDreamingAndStartWinning with 100 Mania Season 5 for its viewers

Movies Now, India’s english movie channel, rings in the festive season with its property ‘100 Mania’, beginning Friday, 15 December at 9pm. In its 5th season, the channel has curated a line-up of some of the biggest Hollywood blockbusters like Furious 7, Jurassic World, Disney’s The Jungle Book,...

Television TV Channels English Entertainment
SPN India to telecast Real Madrid vs Barcelona at 4:30 pm

Less than two weeks to Christmas and Sony Pictures Sports Network (SPSN) launches its “Christmas Comes Early” campaign as a build-up to the biggest football clash of the year, El Clasico.

Television TV Channels Sports
PEN to launch Hindi music channel Dream TV

MUMBAI: Despite the glut of pure-play Hindi music channels on television today, Popular Entertainment Network (PEN) is adding one more to the fray. The new channel, called Dream TV, will provide 24-hour programming.

Television TV Channels Music and Youth
RTL Group restructures top management

MUMBAI: There’s change at the top at RTL Group–which owns Fremantle Media and operates a clutch of 61 TV channels–including RTL CBS and RTL CBS Extreme–and 30 radio stations in Europe. At his own behest, Guillaume de Posch will step down as co-CEO of RTL Group, effective 1 January 2018. He will...

Television TV Channels People
Disney expected to announce 21 CF buyout tomorrow: media reports

The Mouse House is closing in on the Fox. Media reports have emerged that Disney’s bid to acquire the Murdoch-owned 21st Century Fox (21 CF Fox) group’s entertainment assets is near closure. The price being talked about is anywhere between $60 billion and $68 billion and an announcement is...

Television TV Channels News Broadcasting
World television premiere of Maragadha Naanayam on Zee Tamil

Zee Tamil announced the world television premiere of critically acclaimed Maragadha Naanayam – the fantasy-comedy-thriller film that features Aadhi Pinisetty and Nikki Galrani on Sunday, 17 December at 4:00 PM only on Zee Tamil. Written and directed by ARK Saravan, the movie is a perfect blend of...

Television TV Channels Regional
Republic TV to track real-time data for Gujarat elections

MUMBAI: Republic TV has partnered data-science company Gramener to track real-time data, along with analysis, during the Gujarat elections. According to a release sent by Republic TV, “Gramener will help enhance the visual look both on-air and on Republic’s digital platforms to present the data in...

Television TV Channels News Broadcasting
Nakul Chopra is new BARC chairman

MUMBAI: Nakul Chopra, currently president of Advertising Agencies Association of India (AAAI) and senior advisor of Publicis Communications, has been elected as the next chairman of BARC India. Chopra succeeds Viacom18 group CEO Sudhanshu Vats, who has completed his one-year tenure as chairman.

Television TV Channels Viewership

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories