Television

Channel V to strengthen its weekday programming

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MUMBAI: Channel V India is gearing up for increasing the entertainment quotient for its viewers. The youth entertainment channel will launch two new shows that are short, season-based, and according to them, in sync with the attitude of today's youth.

Jhalli Anjali Ke Tootey Dil Ki Amazing Story will go on air on 28 April, while the other show Yeh Jawani Ta Ra Ri Ri will hit the TV screens from 30 April. Stemming from the success of the first season in its daily format, season 2 of The Buddy Project will also go on air as a bi-weekly show, in April with a fresh story line.

While Jhalli Anjali Ke Tootey Dil Ki Amazing Story takes the audience to Anjali's healing and self-discovery journey after her first breakup, Yeh Jawani Ta Ra Ri Ri, is the story of coming-of-age of three brothers and their relationship as they face new realities of life. Both shows have been designed with Channel V's focus on the country's youth, and a new brand thought that, "What feels so right, can't be wrong."

"We are excited about the new innings at Channel V India, which has been born out of extensive research of our audience. Our viewers today have a shorter attention span, and they like experimenting and sampling a variety of new shows. Hence the new shows would be shorter, season-based ones, and we are excited about the disruptive attempt at scheduling, by airing the new shows as bi-weeklies," said Channel V India, GM & channel head, Prem Kamath.

According to a statement released by the channel, “Channel V India reaches 16 million viewers. It is present across youth touch points on air, online, ground and mobile. It has a ground presence of 3 million participants with its ground property 'Channel V India Youth Fest'. It reaches to 1.1 million youngsters with its VithU mobile app, while it reaches out to more than 5 million fans on the digital platform.”

Jhalli Anjali Ke Tootey Dil Ki Amazing Story will be aired on Mondays and Tuesdays at 5.30pm, while Yeh Jawani Ta Ra Ri Ri will be aired every Wednesday and Thursday, at 5.30pm. The channel is surely looking at strengthening its weekday evening slot with the two new shows.  

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