Top Story

e4m_logo.png

Home >> Media - TV >> Article

Sony to focus on weeklies

18-September-2002
Font Size   16
Sony to focus on weeklies

Top three channels are launching a slew of new programmes one after the other. For Sony weeklies and weekend programming seems to be the focus of attention now - as it is well entrenched as far as dailies are concerned.

So much so, that Sony has decided to take off Kkussum on Fridays and fill the gap with a new programme Devi. Kkussum, as of now has the highest TRPs on the channel. When asked if taking off Kkussum on Fridays would not adversely affect channel TRPs on Fridays?, Sunil Lulla, Executive Vice President, Sony Entertainment Television said, "We are strengthening our weekend franchise with new programming. Devi is a powerful story, which is right for primetime. It is about a woman's faith in her goddess. And since Devi, like Kkussum is a woman-centric story, it will also appeal to same kind of audiences as Kkussum does."

Earlier in a press conference Saurabh M Vanzara, Head of Creative, Sony Entertainment had stated, "With Devi, Sony is looking to mix the popular genres of the soap and the mythological. We want to demystify the concept of God by bringing it to a more down to earth level so that it doesn't merely exist in a vacuum." Will the teenagers and young adults, for whom Kkussum is a staple diet, be intrigued by 'Devi' remains to be seen.

Meri Biwi Wonderful, the second programme announced by Sony is also a weekly to be aired every Thursday at 8 p.m., starting 19th September. It is the Indian version of the popular sitcom Bewitched. It is second programme in a row on Sony Entertainment television to be an adaptation of a foreign programme. Earlier one being Bachke Rehna, which is inspired by Russian Roulette. Says Lulla, "Both Russian Roulette and Bewitched have been large runaway hits globally. Research indicates viewers enjoy the format and the execution adapting itself to the local tastes."

Though Devi is aimed at keeping the women audience on the channel, Meri Biwi Wonderful is targeted at the entire family. "Devi is a woman-centric story that deals with oppression, relationships and human faith in divinity. The story is high on drama and it definitely appeals to women audiences. On the other hand Meri Biwi wonderful, a light-hearted comedy aims to tug the heartstrings of people across all age groups. With this genre of programming, we add a new dimension to providing wholesome family entertainment to all our viewers, and not just women audiences."

With 'Kahin Na Kahin Koi Hai' not getting the reception Sony was expecting from the audience, expectations from the two new programmes must be really high.

Tags

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

Shaan Raza, Deputy Managing Director, Optimise, spoke to exchange4media about their journey since inception and their new technology, TrackingX, which they are planning to launch in India by February...

Jyoti Deshpande to head RIL’s media and entertainment business as President of the Chairman’s Office

In a market that is dominated by giants like Mercedes, Volvo and Mitsubishi, Tata Motors is using VR to deliver a compelling sales pitch