The year has flown by and mass entertainment channels have lined up array of initiatives to battle out the mission to catch eyeballs even till the last hour of the year. With special events planned on all the channels, the Indian viewer indeed has quite a lot to choose from to celebrate the New Year.
Many are of the opinion that New Year initiatives are a waste. STAR India’s COO, Sameer Nair however, has a different opinion to offer. In an interview with exhcnage4media, he expressed, “This is one of the most popular myths floating around in media circles. Leave aside a particular socio economic class residing in a few big cities, and the year-end entertainment is sought from TV by most households.”
STAR Plus has lined up ‘Hum Bhi Hain Josh Mein’ – which would be aired at 11.30 pm. The show will include performances of both the big screen and the small screen stars. The attraction comes in the form of names like Amitabh Bachchan, Hrithik Roshan and Salman Khan to Shabbir (of Kahiin to Hoga), Sikandar and Indronil (of Kasautii Zindagi Kay), Shilpa Saklani (of Kyunkii…). The sibling channel, Star Utsav, meanwhile, has an AR Rehman show on offer.
Sony Entertainment Television begins celebrations from December 30 itself. The channel has two shows lined up for its viewers. The first revolves around its current big-ticket ‘Indian Idol’, where the finalists celebrate the New Year with under privileged children of the Vatsalya Foundation. On the New Year eve, the channel will air the episodes of its initiative ‘Aap Jaisa Koi Meri Zindagi Mein Aye’, which encompasses performances by SET stars at 11.00 pm.
Zee TV, on the other hand, actually had a built-up to the New Year with its property ‘Temptation 2004’. The channel will air the final concert on the New Year Eve with big screen stars Shah Rukh Khan, Saif Ali Khan, Rani Mukherjee, Preity Zinta, Arjun Rampal and Priyanka Chopra.
The channel’s programming head Ashwini Yardi expressed, “What better way to treat our viewers than spend time with their favourite stars. We had planned the initiative such a way that even from the time of launching so that the final concert can be aired as New Year celebration.”
Sahara One, on the other hand, has three shows lined up for its viewers. Sharing more on this, Karuna Samtani, COO, Sahara One, informed, “We begin right at 8.00 pm with 16 Sizzling Divas. Following this we have other great events lined up. We have ‘The Glorious Show’ and then ‘Now or Never’, both of these are stage shows and are sure to keep the viewer glued to the television sets.”
And, of course, all the players would hope for these show to be channel drivers, on which the recently launched and soon to be launched properties of these channels can ride.