Sony builds prog strategy for '04, block by block

MUMBAI: The contours of Sony Entertainment Television's programming strategy for 2004 appear to be slowly taking shape.

SET India executive VP, content and response Tarun Katial - all SET for 2004 The key will be the weekends first and then building around the 9 to 10 pm block which is where Sony is at least competitive vis--vis leader Star Plus in the Hindi entertainment stakes.

But first of all, it is the weekends that newly inducted executive VP, content and response, Tarun Katial wants to shore up. This is an area that has gained even more importance for Sony, strategically speaking, since Star Plus has just launched its own weekend supernatural thriller Koie Jane Na, in the Sunday, 9 pm slot.

In Koie Jane Na, Star is traversing terrain already explored by Sony, which was the first to launch a weekend supernatural thriller - Kya Haadsaa Kya Haqeeqat from the Balaji Telefilms stable. Koie Jane Na will be coming up against Balaji Telefilms' youth-centric soap KKoi Dil Mein Hai.

It is to add strength to the weekend prime time band that it has brought in Balaji Telefilms' Kkehna Hai Kuch Mujhko, which will launch on 12 March. KHKM and KHKH , airing Fridays through to Sunday, will be expected to fortify the 8 pm to 9 pm weekend slot against any assault that Star may make on it.

Only recently, the channel revamped its other popular Friday shows - Devi (by extending it from a half hour show into a one-hour socio mytho), Crime Patrol (by changing the anchor) and CID (by launching a fresh series of stories).

One franchise that Sony is letting go off is the thriller one, which was working fairly well with the Aahat series. Aahat was later morphed into Achanak 37 Saal Baad but failed to get in the required ratings.

Katial asserts, "No show can last forever. Like Heena for instance, had reached the last page of the book. Plus it was important to get the family audience in as well, over the weekends. That is the prime reason why we have two soaps from Balaji now in the Friday-Sunday group."

The channel is putting up a brave front to the slow start of the Balaji show Kkoi Dil Mein Hain, which has not registered creditable TRPs so far, since its inaugural episode three months ago. Says Katial, "It will be early days to write it off. I think it has done well. In the next few days, something sensational is going to happen in the triangle romance, which would set the show rocking."

Moving on to Kkusum, where the walk-out of the protagonist Nausheen Ali Sardar has created some controversy. Katial refuses to agree that the replacement of the protagonist would affect the show adversely. He even disagrees that the length of Nausheen's role had been drastically chopped since the past two or three months. "One can't go on playing with the same character in every scene. Nausheen was always the main character and the others just revolved around her. Her decision to leave the serial is entirely of personal nature and I am confident that her replacement would do an equally good job. There have been several instances in the past where the show has moved on successfully with replacements," he says.

But what will be more closely watched as far as programming strategies go is how Sony proposes to take on Star Plus in prime time week days, which is where the leadership stakes are ultimately decided. While Katial refuses to discuss what new weekday shows Sony has up its sleeve, one daily serial which the channel is expected to pull out within the next month is Optimystix's Yeh Meri Life Hai .

The show has a youth-centric plotline and is expected to be slotted in the 10 -10:30 pm band where it will be coming up against Star Plus' heavyweight from the Balaji stable Kahaani Ghar Ghar Ki. The lead-in for YMLH will be provided by Jassi Jaissi Koi Nahin , which has established itself in the 9:30 pm to 10 pm slot.

As for the heavily marketed Jassi , some major innovations are coming up in the serial. For the first time, the show, an adaptation of the Spanish Yo Soy Betty La Fea would take a major deviation. Apparently, a drop in the TRPs over the past few weeks have forced the channel and the producers Deeya and Tony Singh to reconsider their original stand of producing a near replica of the original.

Says Katial, "We are going to have a few changes. For one, Jassi will storm out of Gulmohur Fashion House owing to an ugly altercation with Armaan (Apoorva Agnihotri) and Mallika (Rakshanda Khan)." learns that Cinevistaas has also been roped in to create a weekly one hour show, Saakshi, in the next couple of months. Could Sony be planning to fill the 8 to 9 pm weekdays band with one-hour shows the way Star has done with the 9 to 10 pm band? One will have to wait and watch for that.

Serials apart, Sony has already pocketed some blockbuster movies like Koi Mil Gaya and Baghban, and the 2003 surprise hit Tere Naam. And if, as expected, Sony also pouches Kal Ho Naa Ho and Munnabhia MBBS, then all the Top 5 hits of 2003 will be on the Number 2 Hindi network.

Till the Champions Cricket Trophy takes centrestage in September, then, the network seems to have firmed up its programming strategy.

Latest Reads
Sony BBC Earth hosts the extraordinary Natural History Producer and Global Storyteller, Jonny Keeling, in India

Sony BBC Earth, India’s No. 1 factual entertainment channel and home to the most iconic and premium content, continues to deliver to its promise of making the viewers ‘feel alive’.

Television TV Channels Factual @ Discovery
‘Ab Jungle meinhoga Dangal’ with the Hindi Television Premiere of Jumanji: Welcome to the Jungleon November 24th at 8pm only on &pictures

Ever wonder how it feels to be inside a game and play the character you choose? In the brand-new adventure Jumanji: Welcome to the Jungle, the tables are turned as four teenagers in detention are sucked into the world of Jumanji.

Television TV Channels Movie Channels
Broadcasters see regional adex space growing

Now that the Hindi fervour has died down, broadcasters and advertisers have latched on to the regional segment. It's no wonder that the adex in the space is expected to grow as well. According to the global ad growth forecast of GroupM, India’s adex is expected to grow at 14.2 per cent compared to...

Television TV Channels Regional
Bodhi Tree focusing on three verticals to scale up business

Over the top (OTT) services have given a big boost to production houses in the country  Bodhi Tree Multimedia, started by Mautik Tolia and Sukesh Motwani five years ago, only concentrated on general entertainment programs on TV initially. Following the change in the overall entertainment industry,...

Television Production House Fiction
Mumbai Team franchisee owner unable to meet financial obligations towards Zee Maharashtra Kushti Dangal

Mr. Pranav Rajesh Dake, owner of Zee Maharashtra Kushti Dangal’s Mumbai team – Mumbai Astra has regrettably been unable to meet the financial obligations towards Zee Maharashtra Kushti Dangal (ZMKD), its players and technicians.

Television TV Channels Viewership
Zee TV gets ratings boost from Zee Rishtey Awards

Zee TV's recently concluded annual awards property, Zee Rishtey Awards, clocked the highest viewership ratings across award shows that took place in the last two years. As per the recently released BARC HSM weekly data (Urban + Rural) for the week 44 '18, it secured a viewership of 5495 TVTs, which...

Television TV Channels Viewership
No changes in Kannada, Marathi segments in BARC data week 44

In the Bengali space, Colors Bangla and Sony Aath swapped their fourth and fifth positions in BARC data week 44. News18 Bihar Jharkhand emerged as the new player in the market by securing fifth position. No changes were observed in the Kannada and Marathi segments.

Television TV Channels Viewership

Launched on November 19, 2014, EPIC celebrates the completion of four years on air, in which it has set aspirational benchmarks for Indian TV content.

Television TV Channels Music and Youth
Celebrating 100 years of Bengali cinema, Viacom18 and Film Heritage Foundation bring the 4th Film Preservation & Restoration Workshop to Kolkata

In line with the centenary celebration of the Bengali Film Industry, and with a purpose to encourage and give an impetus to film preservation and restoration, the 4th edition of Film Preservation & Restoration Workshop India (FPRWI) 2018 was today inaugurated at Kolkata’s Rabindra Sadan.

Television TV Channels News Broadcasting

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories