Sony TV looks to strengthen 9PM slot

The latest offering, ‘Honge Judaa Na Hum’, will directly compete with Star Plus’ ‘Diya Aur Baati Hum’, Colors’ ‘Chhal Sheh Aur Maat’ and Zee TV’s ‘Pavitra Rishta’

e4m by Synjini Nandi
Published: Sep 6, 2012 8:42 PM  | 2 min read
Sony TV looks to strengthen 9PM slot

Sony Entertainment Television is all set to launch ‘Honge Judaa Na Hum’, a romantic fiction show on September 10, 2012. The latest offering from the channel will be aired on the 9PM slot from Monday to Thursday. It will replace current show ‘Saas Bina Saural’.

The soon to be launched show will hence directly compete with Star Plus’ ‘Diya Aur Baati Hum’, Colors’ ‘Chhal Sheh Aur Maat’ and Zee TV’s ‘Pavitra Rishta’ in the GEC space.

Elaborating on rationale behind the selection of the particular time slot, Sneha Rajani, Senior EVP and Business Head, Sony Entertainment Television said, “Fiction programming is the foundation for any GEC and we are committed to work with some of the finest creative minds and talent in the industry to bring alive the fiction genre. ‘Honge Judaa Na Hum’ is another attempt in this direction. Since ‘‘Saas Bina Saural’ had to end and there was a media slot available we thought this show would be perfect for it. The show would also be an endeavour towards upping our fiction line-up.”

The core target audiences for the show are families and young women. Though the channel has been discrete about the marketing budget, the channel has earmarked a majority of the media spends on television. Outside of television, 20 percent of the marketing spends would be on outdoor and radio each. The print and the digital media have been allotted the rest of the pie.

Speaking further on the marketing plans for the show, Danish Khan, Senior Vice President and Marketing Head, SET India stated, “We have created beautiful trailers and promos. These would be played across all Sony channels as well as other channels outside Sony.

Apart from the television medium, radio shows would be aired across 22 markets in India. An extensive outdoor campaign has also been launched across all key markets such as Mumbai, Delhi, Gujarat, Maharashtra, Punjab, Rajasthan and Uttar Pradesh.

Promotional activities would also be carried out on the digital space with banners and other tools to advertise and reach across the target audience. Use of social media such as Facebook and Twitter will also be done to create buzz about the show.

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