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Sony hits Phase II of its new programming strategy; to launch 2 new shows on April 24

06-April-2006
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Sony hits Phase II of its new programming strategy; to launch 2 new shows on April 24

More initiatives are coming from Sony Entertainment Television with the new programming strategy shaping up. According to the network’s COO, N P Singh, in the new content line-up, the channel would launch various new shows, including ‘Aisa Desh Hai Mera’ and ‘Thodi Khushi Thode Gham’ – both launching on April 24.

‘Aisa Desh Hai Mera’ is coming in the 9.00 pm slot, taking the space that would be left vacant by ‘Indian Idol – Season 2’ culminating. ‘Thodi Khushi Thode Gham’ comes in the 9.30 pm slot, replacing ‘Deal Ya No Deal’, which would be taken to a different slot. Both shows are designed as stripped dailies from Monday to Thursday.

A point to note here is Sony’s move to again house soaps instead of format and reality shows on its weekdays. With the new Friday line-up looking good for the channel and shows like ‘Fear Factor’ giving some numbers to speak of, the new programming strategy does appear promising. However, the battle is a tough one, especially since Zee TV is gaining ground, continuing with its endeavour to bring new shows.

At the same time, initiatives are also seen from SaharaOne with the new look and a line-up of four new shows beginning with ‘Suno Har Dil Kuch Kehta Hai’, which is slated to begin from April 10. Cricket giving it some advantage this week, the channel even managed to score a No. 3 position in Hindi GEC, Sony being pushed to the fourth slot.

The new programming strategy is much needed and many are keenly watching how it helps the channel. ‘Aisa Desh Hai Mera’ is a show about a female protagonist with Indian origin, while ‘Thodi Khushi Thode Gham’ is a struggle for truth between the ladies of the house and the men of the house. The situations are achieved from life itself and yet, the programme is not a dry family battle.

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