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Sony bets on overseas soap operas

26-August-2004
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Sony bets on overseas soap operas

Buoyed by the successful Hindi versions of a few overseas soap operas and popular shows, SET (Sony Entertainment Television) India Private Ltd, a general entertainment channel, has decided to cash in on the huge response to these programmes. The company has now lined up a few overseas popular shows to be telecast during prime time — between 8 pm and 11 pm, effective from November.

Speaking to FE, SET India executive vice-president Sunil Lulla said: “We have witnessed a 26 per cent growth in our viewership during the last eight months and this was due to shows like ‘Ye Meri Life Hai’, ‘Ayushman’, ‘Hum Do Hai Na’ and ‘Jassi Jaisi Koi Nahin’.”

‘Hum Do Hai Na’ and ‘Jassi Jaisi Koi Nahin’ are the adaptations of world famous Latin American soap operas ‘Yosoy La Betty La Fea’ and ‘Complices a la Rescat’. The latest addition, ‘Indian Idol’ was the adaptation of world famous ‘Pop Idol’ of the UK, Mr Lulla said.

“We have lined up a few more world famous entertainment programmes and hope to introduce them once the ‘Indian Idol’ goes on air in October,” he said.

Sony’s strategy is to provide programmes which attract youngsters, elders and children alike. “We want to capture the highest viewership during the prime time, which contribute a sizeable chunk to overall growth of the company,” Mr Lulla said.

Over a period of time, Sony will have overseas and domestic programmes in the ratio of 20:80. “Hindi adaptation of overseas programmes is expected to increase our viewership while adding value to our programmes as well as to the customers,” he pointed out. This give Sony a strong platform to take on the competition in a big way, he has added.

Parent company Sony would help bring the best soap operas in the world to the Indian viewers, he pointed out. As interest toward television viewing kept improving day-by-day due to popular soap operas telecast by various satellite channels, Sony had decided to entertain its viewers with famous overseas soap operas and entertainment programmes, he added.

According to him, Sony has consistently brought its viewers hot and fresh programmes that offer a variety of entertainment, ranging from family dramas and game shows to thrillers and comedies.

Sony would continue to innovate and bring in popular shows to its viewers, Mr Lulla added.

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