Sony spruces up 8-9 pm slot; 'war' officially on

MUMBAI: The war of the Spanish novellas have taken off and how. Finally, the announcement was officially made by Sony Entertainment Television (SET) India; the restructuring on their 8-9 time band with the launch of Hum 2 Hain Na! in the 8-8:30 pm slot and Ayushmaan in the 8:30-9 pm slot.

Sticking with their brand USP of being a differentiated viewing alternative, as well as taking heed of the much celebrated Jassi Jaise Koi Nahin success formula, the channel is primarily focusing on younger audiences, drawing untapped audiences as well as increasing stickiness on the channel through this slot.

Commenting on the launch of the new shows, SET CEO Kunal Dasgupta elucidates, "Sony Entertainment Television has gained significant momentum in the market place. With the launch of the two new shows, we wre building out our programming schedule. This should give our customers and viewers more compelling reasons to make SET their distinctive choice."

As already reported by, Hum 2 hain na (produced by Miditech) is an adaptation from the Latin American series, a Televisa Production - 'Complices al Rescate' (Friends to the rescue). Aimed at luring younger audiences, the story revolves around two 13-year old girls who are identical twins played by Hansika Motwani, separated shortly after birth but bought together by their passion for music. While Kareena has been brought up admist riches, Koel is a simpleton, a middle class girl. Another interesting angle is the juxtaposition of the upper Vs middle class behavioral pattern in lifestyles among kids. 

The Cinevistaas produced Ayushmaan, meanwhile, is a story of a child prodigy, who takes on responsibilities of an adult while still exemplifying the innocence of an adolescent. Ayushmaan, the protagonist of the story although a child prodigy has never been understood or appreciated for his mental intellect. In an effort to be like his peers, the young boy purposefully neglects his academics; all in vein as his spark of brilliance takes him of self realization as he becomes a 17-year-old youngest qualified doctor. 

Speaking to, SET EVP Sunil Lulla says, "The two shows are essentially an effort to build a funnel in this particular time band, which has been neglected in the past as well as being true to the channel's philosophy of distinct quality viewing alternative." 

While the launches of these two shows may probably be the Sony creative programming team's move of setting the tempo as well as an continued endeavor of what the long term vision as well as pattern that they envisage for the channel, how distinct and differentiated it really will work out to be is a case in point itself. This question is strategic as interestingly, earlier on this week, Star India unveiled their two new shows also positioned in the same band; programming content also being a Spanish Novella named Dekho Magar Pyaar Se. 

For Hum 2 hain na! which has been offset against Star's Dekho Magar Pyaar Se, the challenge is essentially to the beat the channel equity, if that can be managed, the war stands fair and square and the best will win. 

Ayushman, on the other hand, which will air in the 8:30-9 pm slot will really face the mother of all challenges. Competing against one of the most celebrated shows of Indian television, Kasautii Zindagii Kay, Sony's Ayushmaan has taken the plunge and has been very boldly slotted there. Looking at it from Sony's point of view, it is essentially targeting young adults, newer audiences. What will here be an interesting inquiry, is the average number of TV sets in a household and the number of viewers who already consider Monday to Thursdays 8:30-9 pm sacrosanct for KZK..

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