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.