Sony beefs up fiction line-up with ‘Shubh Vivaah’

With ‘Shubh Vivaah’ being one of Sony TV’s biggest show launches this year, the channel is heavily promoting the show on TV, print, outdoor & digital

e4m by Suraj Ramnath
Updated: Feb 22, 2012 7:27 AM
Sony beefs up fiction line-up with ‘Shubh Vivaah’

‘Shubh Vivaah’, Sony TV’s latest fiction offering, is targeted at women in the Hindi heartland, especially Uttar Pradesh and Madhya Pradesh. Produced by UTV, the show premieres on February 27 and will be aired Monday to Friday at 7.30 pm. With this, Sony TV is extending its prime time slot from 7.30 pm to 11 pm.

The creative agency for Sony is Leo Burnett, while OMD is the media agency.

Commenting on the marketing strategy for the show, Sneha Rajani, Senior EVP and Business Head, Sony Entertainment Television, said, “This is one of our biggest show launches. We have done a 360-degree marketing campaign using television, print, outdoor and digital platforms. It has become synonymous of how Sony has been doing the marketing for all its shows.”

Giving his views on how the marketing for this show differed from other shows, Danish Khan, Senior Vice President, Marketing, Sony Entertainment Television, said, “This show focuses more on life in the Hindi heartland, thus, our marketing activities have also been taken to the small towns and cities of UP, MP, Rajasthan and Gujarat, reaching out to women as they are our main TG. Besides, we are also using a lot of local media and focusing on the local markets.”

On the need to bring forward the prime time slot to 7.30 pm, Rajani said, “If you look at other channels, they too have some show or the other at that time slot and Sony was lagging behind. There is a substantial audience base in UP and MP.”

‘Shubh Vivaah’ is the story is of a middle class family from UP, where a father takes cares of his five daughters after his wife’s death and these girls dream about marrying their perfect man. The time then comes for the father to bid his daughters farewell and the story progresses to show how the marriages change the lives of these girls.

Rajani further said that apart from ‘Shubh Vivaah’, no new shows were planned on Sony as of now. She added, “‘Indian Idol’ is coming up and the first phase of the promotions has started for the auditions.”

So far, Sony has been airing repeat telecast of ‘CID’ and ‘Crime Patrol’ in the 7.30 pm time slot, with the launch of ‘Shubh Vivaah’, Sony TV is extending its prime time slot, upping the competition for other Hindi GECs.

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