Sony Pal extends primetime with ‘Yeh Dil Sun Raha Hai’

MUMBAI: Achieving a growth of 30-40 per cent key markets within a month of its launch, Sony Pal (the newest channel from Multi Screen Media slate) is definitely leaving no stone unturned to mark its position in the GEC space.

But Sony Pal and Sab senior EVP and business head Anooj Kapoor believes that it still has a long way to go. “From the ratings perspective, we still have a long way to go. We don’t want to compare ourselves with any other channel within the space, but our main agenda is to showcase quality content that our TG can sample,” he says.

The channel which went live on 1 September targets women, mostly housewives in the age group of 15-34 years, in SEC BCDE markets. With the tagline ‘Yeh Pal Hamara Hai’, it claims to have content which empowers and that showcases positive aspects of modern India, while presenting the traditional aspect.

The channel currently has three hours of original content on-air which airs from Monday to Saturday between 7:30 pm-10:30 pm and two hours of original content on Sunday evening. In order to expand its prime time, it has joined hands with Balaji Telefilm’s Ekta Kapoor to present an intense love story ‘Yeh Dil Sun Raha Hai’ from 16 October onwards at 7 pm.

This show is Ekta Kapoor’s first association with Anooj Kapoor and Sony Pal. Moreover Ekta Kapoor says that it was a challenge for her and the team as they have usually restricted themselves to urban set ups. “I don’t have any friends and relatives staying in non metro cities. It was a challenge for all of us, we did our own research, visited that place, observed the culture and modified the storyline accordingly,” she says.

Set in the city of Patna, Anooj says that it wanted to break into the Hindi heartland and create something different.

The show charts the journey of Poorvi (played by Aparna Dixit), the daughter of a senior government employee and Arjun (played by Navi Bhangu), the spoilt son of the local coal mafia. Initially, Poorvi and Arjun can't see eye to eye, but steadily get drawn towards each other and eventually, go on to combat all odds and family antagonism for their love. Unfortunately, both are destined to be apart. It is thus the story of two star-crossed lovers, their journey of adoration and hatred.

About the slot decision, Anooj revealed that mostly 80 per cent of housewives find it very convenient to watch shows at 7 pm. “This is because sometimes husbands haven’t arrived home yet and the kids are out playing and the dinner duty hasn’t started yet,” he says.

He further goes on to say that in the north where winter sets in from next month, it becomes very late after 9:30 pm, so, in that case 7 pm slot is very ideal from all these points of views. “Moreover, at 7 pm in the current GEC space you don’t have too much of competition,” he adds.

Anooj agrees to the fact that there are shows like Saathiya on Star Plus which is doing well and delivering good ratings. According to him there is lot of potential but not much competition.

If the show does well, the audience will be propelled to the 7:30 pm and other slots because women will know what to expect from the channel and they would sample the promos of other shows in that half an hour.

A 360 degree media campaign across TV, out of home, print and social media will be rolled out soon. TV is used to introduce the show concept, characters and premise. Other mediums like outdoors and print are used to reinforce the message and remind viewers to tune in.

The campaign is led by intensive TV advertising on the network’s channels and other channels to cover the HSM, supported by extensive outdoor visibility in key markets across the Hindi heartland. The message is being reinforced by regular print ads in the run up to the launch across leading dailies.

Media planners believe that though it is a good move doing a show at 7 pm slot, the channel will take some time to win the hearts of the audiences. “It all depends on content. If that manages to hold on to enough viewers to the show, the channel will automatically see growth in terms of viewership as well as reach.”

Latest Reads
Disney to buy 21st Century Fox assets for $52.4 billion

The Walt Disney Co has set up a $52.4 billion, all-stock deal to acquire 20th Century Fox and other entertainment and sports assets from Rupert Murdoch’s empire.

Television TV Channels Movie Channels
MOVIES NOW brings #StopDreamingAndStartWinning with 100 Mania Season 5 for its viewers

Movies Now, India’s english movie channel, rings in the festive season with its property ‘100 Mania’, beginning Friday, 15 December at 9pm. In its 5th season, the channel has curated a line-up of some of the biggest Hollywood blockbusters like Furious 7, Jurassic World, Disney’s The Jungle Book,...

Television TV Channels English Entertainment
SPN India to telecast Real Madrid vs Barcelona at 4:30 pm

Less than two weeks to Christmas and Sony Pictures Sports Network (SPSN) launches its “Christmas Comes Early” campaign as a build-up to the biggest football clash of the year, El Clasico.

Television TV Channels Sports
PEN to launch Hindi music channel Dream TV

MUMBAI: Despite the glut of pure-play Hindi music channels on television today, Popular Entertainment Network (PEN) is adding one more to the fray. The new channel, called Dream TV, will provide 24-hour programming.

Television TV Channels Music and Youth
RTL Group restructures top management

MUMBAI: There’s change at the top at RTL Group–which owns Fremantle Media and operates a clutch of 61 TV channels–including RTL CBS and RTL CBS Extreme–and 30 radio stations in Europe. At his own behest, Guillaume de Posch will step down as co-CEO of RTL Group, effective 1 January 2018. He will...

Television TV Channels People
Disney expected to announce 21 CF buyout tomorrow: media reports

The Mouse House is closing in on the Fox. Media reports have emerged that Disney’s bid to acquire the Murdoch-owned 21st Century Fox (21 CF Fox) group’s entertainment assets is near closure. The price being talked about is anywhere between $60 billion and $68 billion and an announcement is...

Television TV Channels News Broadcasting
World television premiere of Maragadha Naanayam on Zee Tamil

Zee Tamil announced the world television premiere of critically acclaimed Maragadha Naanayam – the fantasy-comedy-thriller film that features Aadhi Pinisetty and Nikki Galrani on Sunday, 17 December at 4:00 PM only on Zee Tamil. Written and directed by ARK Saravan, the movie is a perfect blend of...

Television TV Channels Regional
Republic TV to track real-time data for Gujarat elections

MUMBAI: Republic TV has partnered data-science company Gramener to track real-time data, along with analysis, during the Gujarat elections. According to a release sent by Republic TV, “Gramener will help enhance the visual look both on-air and on Republic’s digital platforms to present the data in...

Television TV Channels News Broadcasting
Nakul Chopra is new BARC chairman

MUMBAI: Nakul Chopra, currently president of Advertising Agencies Association of India (AAAI) and senior advisor of Publicis Communications, has been elected as the next chairman of BARC India. Chopra succeeds Viacom18 group CEO Sudhanshu Vats, who has completed his one-year tenure as chairman.

Television TV Channels Viewership

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories