| MUMBAI:
Real, the newly launched Hindi general entertainment channel (GEC) under the Real
Global Broadcasting (RGB) company, is building up its movie block to pump up its
viewership base even during the non-prime time hours. Until
last week, the channel was running the block only as part of its weekend programming.
However, from this week Real will beef up its afternoon slot by screening movies
daily from 2 pm to 5 pm. Says
Real Global Broadcasting president Sharada Sunder, "Since we position ourselves
as a general entertainment channel, we needed to have a mix of every kind of programming.
Therefore, we decided to introduce this slot which will be fed by movies from
our current library." As
reported earlier on Indiantelevision.com, Sahara One Media & Entertainment
Ltd. had syndicated 60 movies from its library to Real and market leader Star
Plus for an estimated amount of Rs 100 million. The
movie list include titles such as Guru, Umrao Jaan, Nishabd, Sarkar, No Entry
and EMI. Real
is also realigning its programming grid from 20 April onwards to create defined
blocks for the drama and reality genres within the prime viewing hours.
As part of its
new programming strategy, fiction series Namak Haraam will now be aired
at 8.30 pm. Earlier, the show was scheduled for the 9.30 pm slot. Hindi Hai
Hum, meanwhile, will continue to air at 9 pm. Says
Sunder, "Based on the viewer feedback over the last six weeks, we have introduced
some changes in Real's programming schedule." Sitaron
Ko Choona Hai, the one-hour musical reality show scheduled at 8 pm, will now
be telecast as a half-hour programme from Monday to Thursday at 9.30 pm. "The
idea was to make the show racier and crisper. It has, therefore, been reduced
to 30-minutes with a view to heighten its excitement quotient," explains
Sunder. Sarkaar
Ki Duniya will, however, continue to run at the 10 pm slot with a repeat telecast
at 7.30 pm to 8.30 pm. "For
the viewers, the changes would mean that they will be able to watch the drama
and reality shows back-to-back. We believe these changes will help in building
loyalties among our neo-Indian audiences," Sunder adds. Real
is at the bottom of the heap with 19 GRPs, according to Tam data for the week
ended 11 April. The leader in the Hindi GEC space for that week is Colors, enjoying
a GRP of 292. | 
