Sony spruces up fiction line-up with new show ‘Parvarrish’

With ‘KBC’ Season 5 coming to an end, Sony is looking to further consolidate its No. 2 position with a new content line-up, with focus on fiction shows.

e4m by Suraj Ramnath
Published: Nov 16, 2011 8:07 AM  | 2 min read
Sony spruces up fiction line-up with new show ‘Parvarrish’

With ‘Kaun Banega Crorepati’ Season 5 reaching the finale stage, Sony is taking some positive steps to defend its No. 2 ranking in the Hindi GEC genre. SET is bringing in a new fiction show, ‘Parvarrish… kuchh khatti kuch meethi’, which will go on air on November 21 at 9.30 pm. The channel had launched another fiction show ‘Dekha Ek Khwab’ last week. Both these prime time fiction shows will replace ‘KBC’.

This November, Sony Entertainment Television and DJ’s Creative Unit join hands once again to bring to your screens a refreshing, captivating and fun filled family drama ‘Parvarrish… kuchh khatti kuch meethi’ which would be aired at 9.30 pm from November 21st. With Parvarrish, SET invites you to explore the world of modern day parenting and various emotions attached with it. Experience, with SET the highs and the lows, the pains and the pleasures of parent-child relation rooted in real life situations.

NP Singh, COO, Multi Screen Media, said, “The year 2011 has proved to be very successful year for Sony Entertainment Television. SET has always delivered shows with newer shades of entertainment that deal with the day-to-day life of every individual. Parvarrish is one such unique concept and we are sure that the audience will love this show.”

Speaking at the launch of Parvarrish, Sneha Rajani, Senior EVP and Business Head, Sony Entertainment Television said, “Parvarrish is a show which deals with the issue paramount in our audiences’ lives, which is about parenting and bringing up the children. We are very excited about this relatable emotion set in our times and we are very confident that it will have an instant connect with the viewers.”

Marketing

Rajani said, “We have done a 360 degree marketing campaign for the launch of this show. We have done with television, print, OOH, digital and SMS pushes as our marketing strategy.

Defend GRP’s of Sony

Rajani added, “We know that our Gross Rating Points might take some blow and go down but there is no such pressure on us as we were always targeting that no 3 spont at the end of the year so the focus is to at-least be on no 3 if no no 2.”

Entry of Dus Ka Dum

Rajani commented, “We have no plans to get Dus Ka Dum or any other non-fiction shows as of now. We are only focused on fiction right now.”

 

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