Come November 21, Sony Entertainment Television is set to have one of its busiest weeks. In addition to ‘Indian Idol 2’ that launches on the day, the channel has a new 9:30 pm daily coming in – ‘Ek Ladki Anjaani Si’. With this, ‘Jassi’ is has been relegated to the 10:00 pm slot, while ‘Ye Meri Life Hai’ goes off air.
‘Ek Ladki…’ is the adaptation of the international format ‘Juvana’s Miracle’ done for Sony by PrimeChannel, who had done an adaptation earlier for STAR Plus for ‘Dekho Magar Pyaar Se’ before the show was given to BAG Films.
The channel Creative Head, Anupama Mandloi, said that the channel was thrilled with this partnership and, “‘Ek Ladki…’ is in line with the fresh and innovative programming that Sony endeavours to bring. We are very confident of the product, which is why it has come in at our 9:30 pm slot and we are hoping for good results.”
In addition to ‘Kkavyanjali’ on STAR Plus, ‘Ek Ladki…’ is competing with the newly launched ‘Kittu Sabb Jaantii Hai’ on SaharaOne and ‘India Calling’ on STAR One. The young female protagonists and the attempt to bring energy and vibrancy on the screen from all three shows cannot indeed be missed.
At least in regards to the look, feel and format, ‘Ek Ladki…’ doesn’t have any of the counter programming elements that a Sony show would typically look at. However, the channel officials expressed that it was the story line itself that aimed at hooking the viewer from day one and that was why all energies had been channeled towards getting the viewer to tune in to the launch episode.
Nina Jaipuria, Marketing Head of the channel, said, “The marketing strategy revolves around the fact that we need to drive eyeballs to November 21. The activities that are being executed across mediums are around the idea – ‘What will happen on November 21?”
She divulged that in addition to print, radio, cable and on-ground, viral marketing would also be an essential part of the marketing. Another addition that the channel has done in its marketing mix is the interactive medium. Mobile vans with tarot card readers and palmists are being taken across towns, keeping in theme with the story line of the show.
Jaipuria explained that the new line-up, which was set to break next week, in a way marked a new era of entertainment on Sony TV. “We are consolidating and in the course have given our prime time a completely new look, and a fresh one at that – game shows, talent hunts and a soap, which are far away from the typical saas-bahu shows – we have it all,” she pointed out.
Giving a rationale on this back-to-back releases, she said, “New programming will bring new eyeballs on the channel and the idea is to give this audience something new to hook on to.”
A very exciting week indeed for the channel and even more exciting would be two weeks later when the TRPs are here.