Television

Sony to mesmerise audiences with spine-chilling nights of ‘Aahat’

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/tv-images/2015/01/03/Logo_aahat.jpg?itok=1-HPQysU

MUMBAI: Horror and supernatural shows aren’t a novelty for Indian television viewers. The history of horror genre can be traced way back to 1993, when Zee TV launched Ramsay Brothers' Zee Horror Show and then Sony brought to its audiences Aahat for the very first time in 1996, which thus far is considered as the longest-running horror show on Indian television today. Those were the days of gory scenes and typically white saree-clad women as ghosts.



Later, came X-Zone (Zee TV - 1998) and Ssshhhh..koi hai (Star One - 2001) which were thriller horror series. Each one of these shows captivated their audiences and ran longer than three successful years.



The next success in the genre was in 2009, (prior to Fear Files) when Colors launched Balaji Telefilms’ Koi Ane Ko Hai. The show based on paranormal activities got above-average numbers but sadly wound up within six months flat.



Two years after Sony's Aahat got a bitter taste of failure in its last season (in 2010), Zee dared to launch Fear Files and not only attracted its viewers with magnetic force, but also prompted the other GECs to follow suit. After a monotonous series of show launches in this genre in the 1990s and early 2000s, the genre was in limbo and the ghosts ceased to frighten people, till Zee TV opened its real files in 2012.



Zee launched a show based on real-life incidents around paranormal and supernatural activities christened - Fear Files: Darr Ki Sacchi Tasviren and it was heartening that it did so well.



A year later (2013), SET too thought of jumping on the bandwagon with Bhoot Aya, but failed to grab eyeballs like Aahat did. Again, in the same year, Star Plus’s flanking channel, Life OK too experimented with a series titled Ringa Ringa Roses, but failed to attract the audiences.



SET is once again ready to keep its audiences spell-bound, with nerve-racking, sleepless nights with the sixth season of Aahat. After a gap of four long years, it is set to make a comeback this January. According to a source from the channel, the move is to rake in some healthy numbers on the ratings chart and is a question of the survival of the fittest in this space.



It has formerly run five successful seasons from October 1995 right up to November 2010. The series is produced by B.P. Singh and Pradeep Upoor’s Fireworks Productions. Notably, the acclaimed writer Sridhar Raghavan, who penned the spine-chilling, horror stories for the initial 300 episodes of Aahat will again be back on the show as writer. Raghavan has also written for Fireworks Productions’ long-running Sony TV show, CID.



Media experts believe that to recapture its viewership, it has to further re-invent itself: “Four years ago, the show was definitely successful for its time, but today, a lot of enhancements have taken place in the space, where it has to be much more appealing for audiences to start lapping it up once again,” says Lodestar UM Vice-President Deepak Netram.



Channels today are investing huge sums of money in the pre-production (research and casting) and production process to crack the code of a successful show. And yet, things go for a toss for Sony. Why is that so?



A media analyst states two key reasons for the channel struggling at the bottom of the chart. One, the channel relies too much on the single-point tent pole and big properties like KBC and Indian Idol for them to be able to garner the numbers. “They are finite. They don’t last forever. So the minute they go off-air there is a significant drop.”



Second, not having the foresight to look towards the future.  “Channels like Star Plus and Colors are doing it from time to time. That kind of movement is very important. You can’t be stuck and do only crime, thrillers or horror,” adds the media analyst.



He further gives the example of Bade Ache Lagte Hai, which did pretty well in the initial stages,   but later on lost a chunk of its viewers. “Doing too much of the same monotonous thing is not always the answer. Therefore, one needs to keep re-inventing in this space. If you are only going to tune into the metros and cater more to the males, the viewership pie will shrink.”



According to Madison COO, Karthik Lakshminarayan, Sony is going back to its tried and tested formula. “It is a very good strategy in itself by doing something which has worked wonders for the channel in the past. I don’t know whether viewers will accept the Aahat of old again. It depends on what time slot it is put on and other factors. Potentially, it can do well and it might also help the channel to regain its lost numbers.”



Shifting its agenda from a male-dominated channel to cater to family audiences was the biggest blunder that the channel committed, believe media experts. “Sony is considered to have male- focused content with a slight edge. From there it tried to change and be like any other GEC with their usual soap operas and that is something a Sony viewer will not accept. Going back to where they were is possibly the best thing for them at this point.”



On similar lines, Netram believes that it has to be a relevant mix of programmes and just can’t be singular or limited genre within the GEC space. He feels that if a channel has too much of a dose of crime and horror, it has its own set of disadvantages. It may get additional male audiences on-board, but might lose out on the female viewership.



Will Aahat make a successful comeback and be a resounding success? That is a million dollar question comparable to every Friday’s opening weekend’s successful release. “I don’t think so; if it repeats the same level and quality of programming that it was earlier doing. It would be unacceptable to see a similar quality of production that viewers saw four years ago. A sea of change would have to emerge and a channel cannot survive by the lineage of the earlier show. Now everybody is doing horror; why should one be stuck to one channel and not look at the others is a big question,” signs off an anonymous media planner.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/03/Pankaj-Sourav_0.jpg?itok=-MGetI3Q
World Billiards Championship to be telecast live on digital media

MUMBAI: Sports app Sports Flashes has tied up with Billiards & Snooker Federation of India (BSFI) to telecast the IBSF World Billiards Championship live. The championship will be taking place in Bengaluru from December 5 to 12. The eight-day championship that includes the Points format and the...

Television TV Channels Sports
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/02/star-plus-800x800.jpg?itok=skBw-Vyj
Star Plus leads in traditional entertainment media brand category: Study

In an industry study conducted by Vidooly, it is observed that Facebook could be a great platform for aspiring video creators in the country. They can then incorporate it in their overall content strategy and try to leverage other platforms like YouTube, Twitter and Instagram.

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/02/discovery-800x800.jpg?itok=0Nm7MzL-
Discovery to air 'River Monsters' throughout December

Freshwater detective, biologist and extreme angler Jeremy Wade has spent three decades traveling the world’s waterways in search of man-eaters that lurk beneath the surface of rivers and lakes in some of the most inhospitable locations in the world.

Television TV Channels Factual & Documentary
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/02/tv-today-800x800.jpg?itok=S95bd2jx
Q2-17: TV Today Network topline up

BENGALURU: TV Today Network Limited (TVTN) reported 5.1 per cent increase in standalone revenue (TIO) for the quarter ended 30 September 2016 (Q2-17, current quarter) as compared to the corresponding quarter of the previous year (Q2-16). Standalone profit after tax (PAT) however declined 4.1 per...

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/02/monisha-800x800.jpg?itok=Z2ntYoIO
Discovery appoints FremantleMedia's Monisha Jaising Vaid

Discovery Networks is on a hiring spree. In its endeavour to accelerate growth and embrace opportunities beyond linear, Discovery Networks Asia-Pacific has now appointed Monisha Jaising Vaid as the director of original content for real world products. She joins from FremantleMedia India TV...

Television TV Channels People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/02/fremental-800x8000.jpg?itok=KYe2Um-i
Wentworth: Fremantlemedia International, Sky Deutschland tie up

FremantleMedia International (FMI) has announced it had secured a deal with German-speaking PayTV platform, Sky Deutschland, for the award-winning and critically-acclaimed prison drama, Wentworth.

Television TV Channels English Entertainment
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/02/Amirzada-cast.jpg?itok=AdSC4XPM
Amirzada Nawab Khan's story to be telecast on Zee Yuva

MUMBAI: Maharashtra Police, one of the potent police forces in India, has come a long way from the decade of 80s when it lacked training & high-end precision weapons which is the norm of late. That decade was marked with the rise in crime and police’s main weapon were their networking skills...

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/02/BB10.jpg?itok=HeTvyaI5
Colors leads Hindi, urban GEC; Sony Pal retains position

MUMBAI:Colors continues to lead the Hindi GEC and Urban GEC markets in week 47. In Hindi GEC rural market, Sony Pal emerged as the number one channel while Zee Anmol bagged the second position, according to Broadcast Audience Research Council (BARC).

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/01/axn-800x800.jpg?itok=9WZlHTlX
AXN to air s1-6 of 'Californication'

Novelists are nerds, some say so but there was this one who broke all the stereotypes unabashedly. He was stylish, charming and could flatter almost anyone with his good looks and wit. Does it ring a bell? Yes, we are talking about the much loved TV character, Hank Moody. Get ready for debauchery,...

Television TV Channels English Entertainment

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories