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MUMBAI:
All attention in world of entertainment television in India
is directed on the Hindi general entertainment channel space
as the top two players are being chased by a channel that's
been in existence for just two months. And Sony Entertainment
Television, which was occupying the No 3 slot, has slipped
to #4. The channel though is getting its act together to ensure
it doesn't lose out.
Beefing
up its primetime programming, the channel has announced a
new fiction show Hum Ladkiyan which will start airing
from 13 October at 8:30 pm Monday-Thursday.
Hum
Ladkiyan depicts the lives, aspirations, friendship, desires
and needs of four small town girls namely Pooja, Sapna, Alka
and Ajju.
Additionally,
towards the end of October, the channel will launch another
show at the 8pm slot which will be aired daily. The daily
show, set in Punjab, is a story about a young girl. This will
make the weekday prime time (8pm-11pm) band of Sony complete
with all fresh episodes.
“We
are undisputed as far as weekends are concerned but we have
to strengthen our weekday slot,” says Set AVP Danish
Khan.
Set's
well-established brand Indian Idol started its fourth
edition recently.
“Indian
Idol 4 has delivered well. Going ahead, our strategy is
to strengthen our weekday primetime band with shows which
are again centred around youth,” points out Khan.
So
far it has delivered well despite the fact that other musical
reality shows failed to leave a mark on the mind of viewers.
To get in some freshness, this time, the show is positioned
keeping youth interests in mind.
According
to TAM, the first two episodes which were aired on 19 and
20 September (week38, c&s 4+, HSM) delivered ratings of
3.9 and 4.2 rating respectively. The show also garnered rating
of 3.19 and 2.83 for episodes aired on 26 and 27 September
respectively.
“The
youth positioning of Indian Idol 4 has done really
well for the channel. As the show proceeds, the show will
become more interesting and pull in more eye balls,”
adds Khan.
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