Sony Entertainment Television is all set to strengthen its 8PM prime time slot with the launch of ‘Anaamika’, a new dark fiction show. The show, which will be a weekday daily, will replace Sony’s existing offering ‘Byaah hamari bahu ka’.
The show will directly compete with ‘Balika vadhu’ of Colors, which has been ruling the prime time slot for the past four years.
It will also complete with ‘Iss pyaar ko kya naam doon’ of Star Plus and ‘Rab se sohna isshq’ of Zee TV.
Commenting on the launch, Vivek Bahl, Creative Director, Sony Entertainment Television stated, “Anaamika is a first, full-fledged soap-horror, which is also why it debuts at a prime time weekday slot of 8PM.”
The channel has launched an extensive marketing campaign for the promotion of the new show. The marketing mix includes different media platforms such as television, print, social and digital, and OOH – which has been rolled out in different cities across India.
An innovation to create buzz is also in the pipeline.
The show, based on supernatural events, also marks the entry of content from a different genre during prime time. It will be interesting to see if this new genre resonates with viewers and whether it has the potential to change the game.
‘Anaamika’ will go on air from November 26, 2012 and will trace the journey of a young couple and their tryst with the mystic world.