Balaji takes the 10-11 pm slot on Sony

Balaji takes the 10-11 pm slot on Sony

MUMBAI: After reigning the 10-11 pm weekday band on Star Plus for eight years, Ekta Kapoor is back to lure audiences at the same slot. However, this time the channel is Sony.

Beginning 5 October, the one-hour band will feature two new properties from the Balaji Telefilms stable at 10 and 10.30 pm.

As reported earlier by, Betaab Dil ki Tamanna will occupy the 10 pm band.

The 10.30 pm band will see the launch of another Balaji product, Pyaar Ka Bandhan.

According to a source in the channel, the show is set in Delhi. The central theme of the property is ‘lost and found‘ wherein the protagonist is a larger than life character.

The two Balaji shows will replace Entertainment Ke Liye Aur Bhi Kuch Karega, the one-hour show that was doing its second run on the channel.

Balaji already has a presence in the 10-11 pm slot on NDTV Imagine through Bandini and Kitani Mohabbat Hai. But Kitani Mohabbat Hai will soon go off air.

Balaji‘s Pavitra Rishta runs on Zee TV at the 9 pm slot. And from 21 September, Balaji will launch a daily show, Bairi Piya, on Colors that will replace Jai Shri Krishna in the 8.30 pm slot.

"We are doing a variety of soaps and nobody can say that we are stuck with opulence and glamour," says Balaji Telefilms head of TV content business Nachiket Pandvaidya.

India‘s numero uno television production company was on the back foot after it lost its special relationship with Star Plus and three of its popular long-running ‘K‘ shows were pulled off air. Though Balaji is regaining its programming hours, the challenge will be to get back its average rate of realisation.

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