Dominating the No. 2 position among Hindi GEC for the past 10 weeks, Sony Entertainment is all set to launch its new serial ‘Dekha Ek Ekhwab’, which is premiering on November 21, 2011, and will air Monday to Friday at 8:45 pm. SET is also planning to launch another serial, ‘Parvarish’, along with ‘Dekha Ek Khwab’ in the coming weeks. These two serials would be replacing the channel’s popular game show ‘Kaun Banega Crorepati’. The channel has been No. 1 in terms of viewership of prime time fiction and overall No. 2 thanks to ‘KBC’.
Commenting on the new show, NP Singh, COO, MSM, said, “This has been a splendid year for Sony Entertainment Television as we stand at a clear No. 2 position over the last 10 weeks, with ‘KBC’ changing lives of people, we are confident ‘Dekha Ek Khwaab’ will consolidate our position at No. 2 and add to the power and punch that Sony is bringing to its audiences and continue to delight audiences on a daily basis.”
Sneha Rajani, Senior EVP and Business Head, SET, added, “Fiction will be our main growth driver. We are focusing on showing 80 per cent of fiction and 20 per cent of non-fiction shows. Swift on the heels of the triumphant runs of ‘KBC’, ‘Bade Achhe Lagte Hain’, ‘Saas Bina Sasuraal’ and recently launched ‘Kuch Toh Log Kahenge’, ‘Dekha Ek Khwaab’ is the next big show from Sony Entertainment Television. which will further strengthen our fiction line-up.”
Commenting on the marketing strategy, Rajani said, “We have done a 360-degree marketing campaign for ‘Dekha Ek Ekhwab’. We have targeted television, print, OOH, digital, radio and so on, for the launch. The advertisements are out and can be seen everywhere.”
When asked to compare with ‘KBC’, Rajani maintained that it would be unfair to compare as both ‘KBC’ and ‘Dekha Ek Khwab’ stood in different genres. “In fact, it would be very unfair to compare ‘KBC’ with any other serial,” she insisted.
“This has been the best and most successful year for ‘KBC’, which helped Sony get to that No. 2 spot among general entertainment channels,” Rajani added.