Balaji Telefilms is now giving a greater thrust to its weekend programming and the production of its telefilms, since it believe that there is a lot of potential in this segment.
According to industry sources, the rates for the weekend programmes -- which are generally of a 60 minute duration -- are almost 50 per cent higher than the regular programming rates.
As part of its other initiatives on the programming front, the first lot of telefilms will go on air in July. According to the company sources, the weekend programmes are scheduled to start in April or May.
It is also understood that the production house is making its first daily comedy for Zee. It will be aired some time from March 2002 in the 7:30 pm slot. Also in the pipeline is a woman-oriented soap to be aired in the 8 pm slot on Zee from April 2002.
The first new show of the year in the family drama genre will be launched on Sony during mid-February. The company is also launching a daily soap on Udaya TV in February 2002.
While 21 of Balaji's shows continued to remain in the top 30 shows in the satellite market, the share of commissioned revenues increased from 66 per cent to 76 per cent in the December quarter just ended.
The share of commissioned programmes rose to 268 hours as against sponsored programmes that dipped to 144.5 hours this quarter. Fresh regional programming on the other hand saw a marked increase from 130 hours to 180 hours over the previous quarter.Source: Business Standard
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