Top Story

e4m_logo.png

Home >> Media - TV >> Article

Sony bets on overseas soap operas

26-August-2004
Font Size   16
Share
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.

Tags

The group released the Little Hearts online-only campaign, #BreakSomeHearts, early this year and is on the path to make many more of its brands available on the digital platform

As Milind Pathak takes over as Managing Director - Southeast Asia, Httpool, we chat with him on his new role, aspirations and his plans to aggressively penetrate the operations of the group in the Southeast Asian market

We speak to Punit Misra, CEO, ZEEL, Domestic Broadcast Business, on Zee TV’s new look, its aim and the shaping up of domestic business

This exercise will take the channel to the next level: Siju Prabhakaran, Cluster Head – South Business, Zee Entertainment Enterprises Limited

Despite the economic slowdown, Star TV has managed to earn more than Rs 250 crores in advertising revenue from the India-Australia T20 series

Sorrell who is in India for WPP’s first-ever board meeting in the country, hints at more acquisitions and announces a second role for CVL Srinivas, CEO, South Asia, GroupM

Though business has picked up, the private FM industry expects festive ad spends to be subdued compared to 2016