The television industry is in the midst of witnessing too much action, especially with regard to new programme launches. Where Sony has finished making noise on its new show, SaharaOne is ready with its new soap, 'Kituu…Sabb Jaantii Hai'. MTV is launching is second soap, 'Pyaar Vyaar' – both on November 14, the same day, which also sees the launch of two new shows on STAR One.
And no one is complaining. "This is great in terms of the new choices that are coming in," said Pradeep Iyengar, National Media Buyer, Carat Media. "Competition has never been so hot for television and channels are reciprocating. All the properties that are going to be launched look promising. On MTV, this is an experiment again. The last time, they didn't really create ripples with their 'Kitni…', but the good thing is that was not the end of initiatives."
'Kitni…' was the first soap to be aired on a music channel. However, despite the Balaji brand, the programme didn't create a ripple. The attempt to create appointment viewing for a music channel was not achieved by this show, but GroupM Investment Director, Amol Dighe, mused that this was what the channel was looking for now with 'Pyaar Vyaar'.
"The objective of a soap is to attain appointment viewing, which can mean a lot for a niche channel but whether MTV can attain that, we will have to wait and watch," he added.
'Pyaar Vyaar' is a conventional show on the modern Indian youth coming which will be aired at 8 pm, Monday to Thursday, on the channel. 'Kituu…Sabb Jaantii Hai' premieres at the 9.30 pm slot.
Commenting on the new show, Purnendu Bose, COO, SaharaOne Television, said, "Our earlier show, 'Woh Rehne Waali Mahlon Ki', which is one of our top shows on the channel today, was about a princess who comes to meet life halfway, while our other show, 'Hare Kkaanch ki Choodiyan' raised a debate on whether marriage is about freedom or bondage. In our current show, 'Kituu…Sabb Jaantii Hai', we are looking at yet another facet of the Indian woman."
These apart, STAR One's 'India Calling' and 'Darna Mana Hai' will also have the viewers spoilt for choices.