When Multi Screen Media (MSM) announced its tie-up with Yash Raj Films (YRF), there was a lot of buzz in the industry about the development. This tie-up marked the entry of one of the biggest film production houses in India into the television domain.
What was even more interesting was that the five shows that were slated for rollout were targeted at the young viewers. These five shows were ‘Mahi Way’, ‘Lift Kara De’, ‘Powder’, ‘Seven’ and ‘Rishta.com’, and the channel aimed to strengthen its weekend viewership with these shows.
However, these shows debuted at below-expectation numbers and failed to pick up even after a few months. Media planners cited various reasons for the dismal performance – such as consecutive launches for all the shows and weak content.
However, the channel hasn’t given up on the YRF shows. Instead, it has started the repeat telecast of ‘Mahi Way’ on weekdays, and probably it is testing out a time band for the new set of YRF shows that are slated for launch. Two new YRF shows are expected to be launched before the end of the year.
When asked how the repeat telecast of the not-so-popular shows would help MSM get more ratings, Ajit Thakur, Business Head & EVP, Sony Entertainment Television, replied that as far as YRF shows were concerned, the focus was on the content and reaching out to the right target group, rather than the numbers. “We are confident that the numbers will come with the next set of launches,” he affirmed.
As of now, the channel has no plans to repeat telecast any of the other YRF shows.
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