TV channels line up special shows to cash in on Diwali weekend
Tune in to television for new food and home shows, critically acclaimed movies and blockbusters to business shows on market
With TV viewing expected to be higher at this time, many TV broadcasters make it point to create special programming during the Diwali season. Like last year, this Diwali too is close to the weekend extending the festive season. We take a look at some of the specials planned by channels during Diwali this year.
This year lifestyle channel Living Foodz, among others opted for the Diwali week to launch their two properties like ‘Utsav: Thalis of India’ which explores the thali and culture of each city and ‘Food Memoirs with Chef Hemant Oberoi’ featuring the celebrity chef unraveling the food secrets of Hollywood stars. Amit Nair, Business Head, Living Foodz, “We have two new launches in the week of Diwali. We have lined up various marketing activities from social engagement to public relations.” Meanwhile its competitor FYI TV18 premiered the second edition of home show ‘Small Budget Big Makeover’ last week.
Most GECs like Sony SAB and Colors will generally weave in the festivity in their shows’ plotline. ZEEL in fact leveraged this festive period to unveil ZEE TV’s new brand look on completion of its 25 years on October 15 with a new identity ‘Aaj Likhenge Kal.’
Meanwhile English movie channels like Sony PIX, &Privé HD, Romedy Now and Movies Now have special properties like ‘PIX Amazing Aces,’ ‘100 Sides at 9,’‘Diwali Delights’ and ‘Flash N Flare’ respectively showcasing critically acclaimed, commercial international movies like the franchise ‘Fast and Furious,’ ‘Fury,’ and ‘Pretty Woman’ among others.
Aparna Bhosle, Business Cluster Head – Premium and FTA GEC Channels, ZEEL, said, “Diwali celebrations on &Privé HD started with the Indian television premiere of 2016’s Oscar-winning movie Arrival on October 15. Through the week, with our property ‘100 Sides at 9’, we will showcase iconic films like ‘True Grit’, ‘Officer and a Gentleman’, ‘American Hustle’, ‘A Better Life,’ ‘Demolition,’ ‘Fury’ from October 16 to 21. The week-long celebration of fine cinema will culminate with the much-awaited Indian Television premiere of Lion starring powerhouse performers Dev Patel and Nicole Kidman on October 22 at 1 pm and 9 pm.”
MNX, on the other hand, is running a special property for Harry Potter fans called Harry Potter Marathon with all movies from October 16 to 23 at 9pm.
English entertainment channels like AXN and Comedy Central take advantage of Diwali holidays and air the entire series of shows like ‘America’s Next Top Model S22,’ ‘Mom’ ‘Outsourced’ as the extended weekend is the perfect time to binge-watch.
ET NOW – Rise with India has already lined up a special content from October 16 including The overarching theme for Diwali is Samvat Dhamaka 2074, with exclusive properties like ‘Samvat Dhamaka - Funda of Funds’ and ‘Market Makers Diwali Special –Prashant Jain.’ Hindi news channel News18 India is celebrating the occasion with a show on the Indian soldiers along the border called ‘Sarhad Wali Diwali2.’ It also touched upon the importance of the festival and Vastu through its shows like ‘Dhan Jyoti Parv’ and ‘Ghar Aayegi Laxmi.’
Hindi music channel 9XM has come out with a special signature tune called ‘Jhagmag Diwali.’ Celebrity bytes and prominent Diwali anthems will be played on
Mastiii on the festive day. ‘Diwali Bonus’ featuring Diwali-centric
Marathi music to be showcased on Maiboli, all day long.
While English music channel Vh1 will air a special segment called Vh1 Fireworks with a curated playlist featuring well-known artists from October 19 to 21. The final day will feature ‘Vh1 Fireworks: Gold Class’, a curated playlist featuring artists whose albums have made the cut and achieved gold, platinum and multi-platinum status.
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