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Sony plans to woo younger audience through new programme initiative

05-November-2001
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Sony plans to woo younger audience through new programme initiative

After an organisational revamp, Sony Entertainment Television has set sight on a programming review. It has set a time frame of six months - a period over which it plans to bring in an assortment of a dozen new programmes that include soaps, game shows, events and movies.

The channel is targeting the younger audience. Apart from the flagship entertainment channel, Sony has two other channels in its fold - SET Max and AXN - which essentially caters to younger audience.

Sony has intensified the battle for the audience eye-ball in the prime time band to start with and is packing the punch with a plethora of daily soaps. Among them is Balaji-produced Kutumb, to go on air in the 9:30 p.m. slot Monday to Thursday.

According to the industry sources, soaps would form a major programming block for the channel with ten new ones expected to hit the small screen over the next six months.

According to media watchers from the advertising industry, though there is not much difference among the three prime entertainment channels - STAR, Sony and Zee - in terms of programming fare, Sony as a brand is perceived to be more youthful with its programmes being better packaged and marketing.

In keeping with that image, the thrust of the channel’s current programming revamp would be to garner more young viewers, Dasgupta said. "While preferring to have a fair mix of old and young viewers, our endeavour would be to attract more young viewers. Older viewers may be more loyal, but the young ones have the purchasing power," points out Dasgupta.

Events and movies would continue to be part of the channel’s regular fare. Also on the anvil is the Madhuri Dixit-hosted reality TV show Subh Vivaah that is expected to hit the small screen by the middle of November. The show will replace Govinda’s Jeeto Chaapar Phaar ke.

The channel is also lining up another game show that is expected to go on air early next year. The channel would continue to offer variety fare, interspersed with musical events and movies.

Sony would also unveil a new-look Set Max in November under the stewardship of a new executive vice-president and business head, Rajat Jain. Set Max will have four movie slots every day.

Prime time on Wednesdays and Thursdays will be based on themes. Also in the offing is a family package for Sundays that would include a mix of movies and mythological serials. On the cricket front, Max will telecast the forthcoming Sri Lanka-West Indies series.

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