Television
Report on Hindi News Viewership

The Q strengthens primetime programming with five new shows

Launches integrated marketing campaign to target viewers across the Hindi-speaking market.

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Mumbai: In a bid to strengthen its primetime programming, Hindi GEC The Q on Thursday announced the launch of five new shows “Pagalpanti," "Badhiya Hai!,” “Dhakkad Kudis,” “Dil Se Connection #Sholka Ke Saath,” and “Dil Se Connection #SambhAvi Ke Saath.

The channel has also launched an integrated marketing campaign to target viewers across the Hindi-speaking market. The campaign will extend outside the network TV promotion, print, and outdoor advertising as well as activations in key markets. 

The Q will also leverage its owned media platforms across linear TV to further its messaging.

“The channel will programme to offer similar content and shows as per a predefined time band thus delivering a holistic genre-led content consumption experience,” said the statement. The shows “Pagalpanti,” “Badhiya Hai!” and “Dhakkad Kudis” will be led by digital creators, it added. 

“We have successfully broken the clutter with content that is different, relatable and entertaining over the last year,” said QYOU Media India chief executive officer Simran Hoon. “Our audiences and advertisers have appreciated our unique storytelling approach, and have validated our digital to TV proposition. With this new avatar, we are stepping up our commitment for our viewers by making available content that is rich, vibrant and relevant. The Q’s new programming strategy is a reflection of our identity as a network. It consolidates content by the experience it offers and brings to the forefront a new manner of consuming television.”

According to a statement, “Pagalpanti” is a sketch comedy with popular creators like Elvish Yadav, and Awanish Singh. “Badhiya Hai!” is a family-oriented sketch comedy show with creators like BakLol amongst others. “Dhakkad Kudis” is an all women creator-led show with Sanjhalika Shokeen, Sushma Chhikara, and Charu Dixit.

Premiering on 18 April at 7 p.m, “Dil Se Connection #SambhAvi Ke Saath” will showcase celebrity couple Sambhavna Seth and Avinash Dwivedi. “Dil Se Connection #Shloka Ke Saath” will premiere on 18 April at 7:30 p.m and will give viewers a window into the lives of celebrity couple Dipika Kakkar and Shoaib Ibrahim, added the statement.

“Our new content lineup takes our positioning of ‘zara hatke’ to the next level,” said The Q and The Q Marathi programming head Ashutosh Barve. “Our two celebrity couples from our two ‘Dil Se connection’ series are not just most loved TV stars but also extremely successful and popular digital creators. True to our DNA of celebrating creators, for the first time on TV, we are offering our audience a VIP all-access pass to experience the ‘real life’ drama behind these ‘reel life’ celebrities. We have created a unique time band strategy that showcases our most popular digital creators with genre-led slots across family-inclusive, female skewed and male-skewed content with ‘Badhiya Hai!, ‘Dhaakad Kudis’ and ‘Paagalpanti’ slots respectively. We look forward to deepening our bond with booming young Bharat by continuing to showcase the best of relevant and entertaining content.”

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