Will Sony be able to climb the ratings chart with ‘The Kapil Sharma Show’?

Sony TV has announced the launch of a new weekend show with Kapil Sharma which will go on air from April 23, every Saturday and Sunday at 9PM.

e4m by Sarmistha Neogy
Updated: Mar 2, 2016 8:02 AM
Will Sony be able to climb the ratings chart with ‘The Kapil Sharma Show’?

Following Kapil Sharma’s unceremonious exit from Colors channel, Sony TV, which has been lying low on the ratings chart, has launched a new weekend show with the actor. The show titled ‘The Kapil Sharma Show’ will go on air from April 23, every Saturday and Sunday at 9PM.

Commenting on how important is ‘The Kapil Sharma show’ for the channel, NP Singh, CEO, Multi Screen Media (MSM) said, “Refreshing primetime on weekend was important for us and with the launch of our new show we have taken that step. We realised that our viewers love comedy and that is the experience we had with our show ‘Comedy Circus’ in various avatars over a very long period of time. I strongly believe that this new show will see those viewers coming back to the channel on weekends as well as on weekdays where we have a very strong line-up of shows. I am sure; the viewership will continue to be built over a period of time.”

He further added, “We are also going to expand the primetime of the channel, beginning with 7pm onwards and then eventually expand it to even further. Over the next few months, there will be many new shows which will be launched on the channel on the weekdays as well as on the weekends. We are also looking at expanding our portfolio of channels, we already have 18 Channels and you will at least see four more launching in the next few months.”

Marketing strategy:

According to reports, Sony has spent approximately Rs 50 lakh just for the promo which is currently running on television. With the intension of getting the show closer to the audience, the first episode will be shot in Delhi, with a live audience.

Click here to view the promo:

Discussing the marketing strategy, Danish Khan, EVP and Business Head, Sony Entertainment Television said, “It is a great time for us, IPL is going to start on our network, so that is a great platform for promotion. Kapil’s show at 9pm is a very strategic thing for the channel to reclaim our comedy slot. We are going with a four city tour where Kapil will interact with his fans. The cities will be Lucknow, Bhopal, Amritsar and Delhi. Apart from this, we will be promoting it on our network channels. A very unique digital activity ‘Kapil Se Mil’ will also be introduced on Sony LIV. This will allow fans to upload their videos, which will be seen by Kapil and his team and once shortlisted, they will be invited to be a part of the show.”

Why the 9PM slot?

Khan cited, “Sony was the first channel which kind of institutionalised comedy in the 9pm slot. We took a hiatus of 4-5 years and we are coming back with it now. We are very excited and it is a very important filler of our programming strategy.”

Currently the channel is using this slot for events like Filmfare and also recently, the finale episode of the show ‘Power Couple’ was also done in the 9pm slot.

Media experts:

We asked media experts about the upcoming ‘The Kapil Sharma Show’ and whether it will help Sony grab the eyeballs?

Commenting on this, Anita Nayyar, CEO, Havas Media Group, India and South Asia explained, “Sony is basically working on two things, not only are they getting Kapil Sharma back, but they also have a very good line-up of soap content. It is like a combo offer which they are offering to the audience. See, Kapil comes with a huge fan following, so people will anyways watch his show, irrespective of the channel. Kapil will surely act as a crowd puller, but it is not a Kapil only strategy, which the channel has in mind. I feel that this plan of action will surely work in favour of the channel.”

Shekhar Banerjee, COO, Madison Media Infinity pointed out, “Kapil Sharma is a big brand and he was running the No 1 comedy show for a long time. I feel it is a great way to get the audiences back on the channel. Today sampling is not happening on Sony, so Kapil Sharma will have a positive effect not just from the show’s point of view, but people will come to the channel and sample other shows as well. Irrespective of the premium which the channel is paying to Kapil, the new show will work well for the channel.” 

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