Yet one more step is seen in Sony’s new programming strategy and this time it is on the lines of reality. The channel is all set to bring one of the biggest names in international reality properties – ‘Extreme Makeover’. The show has just kicked-off with the call for entries and is expected to go on air later in the year. Miditech partners the channel again for the production of the show.
Sony had embarked on a new programming strategy from March 2006, done with the intention of curbing the channel’s fall in the Hindi general entertainment charts. The strategy was to work on different day parts of the channel and hence, finally Sony afternoons also saw some original production.
Anupama Mandloi, Senior VP, On-air production of the channel, said, “We are still in the initial stages of the new programming strategy and there is still time before we see some results coming from this.”
The channel is still No. 3 in the Hindi GEC space and for Sony, this does mean some tough times. Nonetheless, the channel is continuing with the mix of bringing in new properties steadily in vacant or lesser delivering slots and keeping a blend of different genres on the channel.
‘Extreme Makeover’ is a step in that direction. Mandoi said, “‘Extreme Makeover’ is in the lines of bringing in innovative formats to the Indian audience that Sony is known for.” She also divulged that at present, which is the entry stage of the show, the call for entries had been done on the SET network only. In addition, Internet activation would be seen on Setindia.com. The call for entries began from July 4, 2006 and sees Jassi aka Mona Singh making the call.
Speaking on the broader picture, Mandloi pointed out, “We have launched quite a few dailies lately and then weeklies as well. There are various kinds of properties that are coming on Sony. We are still in the process of getting the right programming mix for the changing Indian audience.”
So far, however, the new shows haven’t really shown any change in Sony’s operating graphs. Are the shows in line of the channel’s expectations? Mandloi replied, “We are very much in the direction of where we wanted to be. As I said, this is consolidation time and it will be some time before we see more in terms of results.”