With the right TG not getting addressed on its new time slot, SET pulls the plug on Pehredaar Piya Ki

After Broadcasting Content Complaints Council directed Sony Entertainment Television to shift ‘Pehredaar Piya Ki’ from 8.30pm to the 10.30pm slot the show went off air as the channel felt that the right TG will not be catered to

by Madhuwanti Saha
Published - Aug 31, 2017 4:48 PM Updated: Aug 31, 2017 4:48 PM


After receiving a heavy dose of flak for its controversial new show ‘Pehredaar Piya Ki’ with the Broadcasting Content Complaints Council (BCCC) directing it to shift it from 8.30pm to a late night slot, Sony Entertainment Television has decided to pull the plug on the show as it feels that the right TG will not get addressed late at night.

 

Interestingly, the show ran at 10.30pm starting August 22 and the last episode was aired on August 25. 

 

According to an industry source, the show has been conceptualised specifically for the 8.30pm audience, and not for 10.30pm slot as per the research done by the channel. “So it doesn’t make sense as the right TG is not coming and watching it,” said the source. Then there was also the added pressure from the Ministry of Information and Broadcasting, the source added. The channel is looking for another version with the same artistes albeit with a different story. 

 

The channel issued an official statement which said, “Effective August 28, 2017, we are pulling off our programme, ‘Pehredaar Piye Ki’, from television. While we understand that the decision to end this serial will be disappointing to those whose creative energies are invested in it, namely, its crew and cast, we (as a channel) are convinced that we will be better served by focusing instead on developing viewer interest in our upcoming new shows. We are grateful to all the artists, producers and fans of our shows and request you to graciously support the viewership of our newer ventures.”

 

Launched in July at the 8.30pm slot, the show depicted a 9-year-old boy getting married to an 18-year-old girl who becomes his caretaker. As a result, the show courted controversy and was even termed ‘regressive.’ What followed was a much-publicised petition from a viewer to the Information and Broadcasting Minister Smriti Irani, asking for a ban on the show. Following this, BCCC asked the makers to shift it to a late night slot and the show makers even ran a disclaimer saying that the show doesn’t promote child marriage. There were even rumours of a leap in the show just three months after the launch.

 

Incidentally, in our interview with SET’s Danish Khan last week, he was upbeat about the show ‘continuing to deliver’ in the 10.30pm slot as it had ‘a loyal set of audience’ from what the channel had observed in the last few weeks.

For more updates, be socially connected with us on
WhatsApp, Instagram, LinkedIn, Twitter, Facebook & Youtube

Stay updated with the latest news in the Marketing & Advertising sector with our daily newsletter

By clicking Sign Up, I agree to the Terms of Use and Privacy Policy.