Sab pitches 'Twinkle…' in the tough 9 pm slot

headlines/y2k6/may/may196.htmMUMBAI: Reinforcing its commitment to reach the Hindi heartland, the 'lighthearted' general entertainment channel Sab is now launching a new show - Twinkle Beauty Parlour - on 15 May in the 9 pm slot.

The show will be aired from Monday to Thursday and will replace Maahi Ve - the channel's first daily after its revamp - that was launched on 5 December last year.

Sab senior vice president and business head Vikas Bhal said, "Sab has been providing its viewers a kaleidoscope of entertainment ranging from light-hearted comedies to romantic melodrama through its innovative programming. Continuing this trend we are launching Twinkle Beauty Parlour, a show dedicated to the middle class women of India, who constitute the biggest part of our population."

The show has been pitted in the 9 pm slot and will have to compete for eyeballs from Zee TV's Kasamh Se (which has been doing well), Star Plus' Miilee, Sony's new show Aisa Des Hai Mera and Star One's India Calling.

But Sab programming head Priya Mishra is confident of her product and is not deterred by competition. "As opposed to other shows in its slot, Twinkle Beauty Parlour would be a refreshing breather for the audience as the treatment of the show is light while the drama is gripping and thought provoking," she said.

Phase 1 of the campaign for 'Twinkle Beauty Parlour'
Twinkle Beauty Parlour is produced by Shrishti Arya Behl's Rose Audio Visuals. "The show has multiple protagonists. We have deliberately moved away from the central character norm. Dealing with various lives - four families and five key characters played by the five female protagonists, the show works at different levels," said Behl.

Phase 1 of the campaign for 'Twinkle Beauty Parlour'
The three phase campaign around the show, which was rolled out some time back is currently in its third phase. While the first phase informed people of the location of the beauty parlour, the second phase had women sporting mustache.. waiting for the parlour to open its doors. The third phase of the campaign will be rolled out next week with the tagline - 'Sab par khul gaya hai,' which will inform people that the show is now on-air on Sab.

Sab is also readying another show for the primetime slot - Left Right Left produced by Tony and Deeya Singh, which is scheduled to launch in June. However, the channel has not yet decided whether it will be a 9.30 pm show or if Twinkle Beauty Parlour will be shifted to the 9.30 pm slot to give way to the new show at 9 pm. If Left Right Left is placed in the 9.30 pm slot, it will be competing with Saat Phere... Saloni Ka Safar on Zee TV, Kavyanjali on Star Plus and Thodi Khushi Thode Gham on Sony.

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