Romedy Now banks on popular 90s’ sitcom ‘Friends’

MUMBAI: “How you doin’?” means much more than just a greeting to people who grew up watching Friends. The iconic show about the six friends and their lives is back on the small screen.

Speaking on the reason behind airing the sitcom, the channel’s marketing head Shantanu Gangane says, “Friends is an iconic series which has a huge fan following even today. The synergy of the show matches perfectly well with our core channel proposition of ‘Love and Laughter’ and we are certain that the viewers will enjoy the 10 back to back seasons of Friends. With the soaring popularity of the channel and with a unique line up of movies and series, this series couldn’t have found a better destination to enthrall its fans.”

Romedy Now English Entertainment Channels content head Mansi Shrivastav adds, “When you look at a viewer who is switching it on, he’s not really looking at something with a telescope of time. It’s not sort of confined to whether it is old or it is new. We brought back Chaplin, which was made during The Little Renaissance (1910s), so there’s certain kind of content which is eternal. Friends is one of those; and since we are a channel which is all about love and laughter, we didn’t think twice while acquiring it.”

Friends is a direct fit in terms of the synergy and the brand. We may even brink back content which is 20-30 years old, but the intent will always remain to make sure that it is within the umbrella of love and laughter,” informs Shrivastav.

About the timeslot chosen for the series Mondays to Thursdays 8 pm to 9 pm, Shrivastav says that it would only benefit the brand whilst giving the viewers what they need. “With the older show, it’s more about viewing it together. There’s a lot of binge-viewing that the country is doing. People are watching things all together. It is a show which does well anyway; it is a show which will benefit from being clubbed together as opposed to playing a half hour. Not only, are we airing the series from Mondays to Thursdays, we are also airing a marathon of all the episodes aired during the week on Saturday afternoon. It’s definitely that the consumers want, but for us as well it works because, we are giving one full hour of love and laughter into two different kinds of shows, with different kinds of library content versus premiere content.”

Gangane adds, “Airing the show at 8 pm somehow fits in very well with our scheme of things, of the TG really. Also, the numbers happen to stack up over there in terms of TAM numbers, we have the highest People Using TV (PUT) at that time. So, we’ve seen a fairly large amount of critical mass of the TG at that amount of time, on the entire category, which is English GECS’.”

With no title sponsor on board yet, the show is powered by Gionee Smartphones India. Romedy Now, part of Times Television Network, has acquired the exclusive broadcast rights to the show at a significant cost. According to Gangane, the brand’s TG is 15+, but that’s “more of a business bracket, than a content bracket.”

On whether marketing a series which is decade old was a daunting task, Gangane points out, “It was very important for us to go into the medium, talk that language and find the best way to contemporise Friends. You cannot really dish out the content from a manufacturer’s way and say that ‘great, Friends has launched, please come and watch it’. You have to contemporise it in various ways; so, one is the hashtags that we’ve created like #TGIF, #ToughestFriendsQuiz; then we’ve also come out with a contest. So, it was to do with having a consumer angle to this entire activation rather than really have another mother promo.”

Romedy Now used #ToughestFriendsQuiz which was trending across the nation on the first day of its launch. People themselves have created memes and hashtagged Romedy Now and #TGIF.

Apart from this, the channel through an exciting contest will be giving a chance to the biggest fans of the sitcom to go to LA and have coffee at the real ‘Central Perk’. The fans have to vote for their favourite character to win this.

Says a media veteran, "Just because Romedy Now is airing Friends in HD, it is not that big a deal. The viewers, such as myself, have seen it quite a few times on Star World or Zee Cafe. For me, it's just a repeat show, there's no excitement. Right now, people are savvy about the current shows... they download it as soon as it is aired abroad. Watching a TV Show is not like watching a movie, which you can repeat as many times, and still have people watching and enjoying it."

Latest Reads
TLC firmly establishes itself as a clear leader in lifestyle genre with 24% upswing in ratings

TLC, leading lifestyle channel from Discovery Communications India, soared to the top of Lifestyle genre with a 24% increase in ratings according to the latest BARC data*. TLC secured 8640 impressions ‘000 in week 11 as compared to 6972 impressions ‘000 in Week 10. The upsurge in ratings is...

Television TV Channels Factual & Documentary
Balaji Telefilms appoints Jyoti Deshpande as non-executive additional director

Balaji Telefilms has appointed Jyoti Deshpande as the non-executive additional director. The appointment, which was approved following a circular resolution by its board on 22 March, is in compliance with share subscription agreement entered into between Balaji and Reliance Industries Ltd (RIL) on...

Television TV Channels People
Aaj Tak relaunches 'Seedhi Baat'

MUMBAI: TV Today Network has relaunched its big-ticket Hindi show Seedhi Baat. The show will be hosted by Sweta Singh, news anchor and executive editor of special programming at Aaj Tak. The first episode of the show, which  will air at 8 pm on 24 March, will feature BJP president Amit Shah as the...

Television TV Channels News Broadcasting
Dsport tops BARC ratings with Nidahas Trophy viewership

MUMBAI: Dsport, which launched last year in February, became the top ranked sports channel according to Broadcast Audience Research Council (BARC) all-India data in week 11. Rishtey Cineplex attracted a big chunk of the Hindi-speaking audience while competing with pubcaster DD Sports.

Television TV Channels Sports
Zee TV’s ‘Ishq Subhan Allah’ year’s second highest weekday fiction launch across GECs

Zee TV recently put the spotlight on Triple Talaaq with its new fiction show Ishq Subhan Allah introducing viewers to the turbulent love story of Zara (Eisha Singh) and Kabeer (Adnan Khan) – an Islamic couple dealing with the issue first-hand. Raising pertinent questions about women having a say...

Television TV Channels GECs
&Privé HD’s Unforgettables at 9 property celebrates movies that have left an indelible mark

There are some movies that become a part of your life and you can’t help but watch them over and over again. There are some characters that reveal a hidden element of yourself that results in an instant connection. &Privé HD’s property ‘Unforgettables at 9’ brings such classics every Monday to...

Television TV Channels English Entertainment
Living Foodz raises a Toast to India’s finest restaurants, night

India’s premium lifestyle channel, Living Foodz organized the second edition of Epicurean Guild Awards at an evening which saluted the game changers in India’s fine-dining, nightlife and lifestyle entertainment space. Held on March 22 at Sahara Star, Mumbai, the event was curated by Chef Manu...

Television TV Channels English Entertainment
Zee Anmol regains top Hindi GEC spot across genres

BENGALURU: Zee Entertainment Enterprises Ltd’s (Zeel) free-to-air (FTA) Hindi GEC Zee Anmol has returned to second place in Broadcast Audience Research Council (BARC) list of top 10 channels across genre in week 11 of 2018 (Saturday, 10 March 2018 to Friday, 16 March 2018). The numero uno position...

Television TV Channels Viewership
Emerald Media buys minority stake in Global Sports Commerce

MUMBAI: Emerald Media, the Pan-Asia company backed by global investment firm KKR, has acquired a significant minority stake in sports technology and management company Global Sports Commerce (GSC) through a combination of primary and secondary investments.

Television TV Channels Sports

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories