Sony Entertainment Channel has launched a one-hour band, ‘Dus Se Gyara… Waqt Hai Hamara’, which will house two new shows in the 10-11 pm slot – ‘Durgesh Nandinii’ and ‘Jeete Hain Jiske Liye’. Both shows would premiere on February 5, 2007 and will air from Monday to Thursday.
‘Durgesh Nandinii’ replaces the recently concluded ‘Bigg Boss’, while ‘Jeete Hain Jiske Liye’ comes in at 10.30 pm, which otherwise aired repeats of other Sony shows. The channel will also revive popular detective series of the eighties, ‘Karamchand’, in February, which will see Pankaj Kapur return as the carrot munching detective. Sony has used these tactics before with ‘Aahat’ and ‘Boogie Woogie’ with varying degrees of success.
Announcing the new shows, SET’s Chief Creative Director, Sandiip Sikcand, said, “Indian audiences will watch shows that they relate to and can emotionally connect with. ‘Durgesh Nandinii’ has a subtle tone of humour while ‘Jeete Hain Jiske Liye’ is more intense. But both are essentially stories of women with grit and determination, and I think they are perfect to replace the slot that ‘Bigg Boss’ has created.”
Meanwhile, more action can be expected in Sony primetime in days to come, even in the cream 9 pm band. SET COO, N P Singh, explained, “Around March-April 2006, we decided to take stock of our programming and come up with a healthy mix of fiction and non-fiction programming. Reality series like ‘Fear Factor’ and ‘Jhalak Dikhla Jaa’ were results of that. While a third season of ‘Indian Idols’ is already on the cards, we also wanted to get back to daily soaps.”
He further said that SET was in the process of finding out what was gelling with the Indian audience, and that even though numbers hadn’t been huge yet, ‘Bigg Boss’ did make noise in the right kind of audience and that with these new initiatives, the channel was looking at regaining its place on television. The new shows are being supported with multimedia campaigns.