MUMBAI: Sony Entertainment Television (Set) is not leaving any stone unturned in promoting its existing shows and the new ones that are slated for a launch post World Cup.

Be it flashing promos during the matches on MAX; placing advertorials in leading dailies; hoardings or launching contests, the channel is doing it all.

With Balaji Telefilms' Kahani Terrii Merrii , the channel's alleged magnum opus not raking in the desired TRP ratings, the channel has resorted to various promotional campaigns. The latest offering is the Nakshatra Contest which was launched on 12 March 2003. The contest aims at harnessing female viewership.

The contest requires the participants to view the soap at 9:30 pm from Monday to Thursday and lookout for clues in the Nakshatra TV commercial aired during the break.Viewers get a chance to enter the contest by answering questions based on these clues. Viewers have been given a deadline of 3 April 2003 to send in their responses. Ten lucky viewers stand to win an exclusive piece of Nakshatra Diamond Jewellery, says a channel spokesperson.

"We chose Nakshatra Diamond because the brand fit worked with the opulence and grandeur of the show. The show is watched mostly by women and most women would fancy the possibility of being one of the 10 lucky winners of an exclusive piece of diamond jewellery," the spokesperson adds.

Lately, the channel has also been placing advertorials in a leading daily newspaper, to promote its other serials like Kkusum and Kyaa Hadsaa Kyaa Haquiqat to name a few. According to the channel spokesperson the advertorials, which are customised stories of a show are an innovative and effective way to reach out to viewers.

"We intend to use advertorials for our shows that have an interesting twist in the story track. Last week we placed advertorial for the show Kkusum. In the future it could be for any exciting development on Sony Entertainment Television" the spokesperson adds.

Though its clear that the channel is determined to pull all strings to boost its TRPs, what remains to be seen is if these promotional gimmicks really work .