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2018 will be full playout of Sony strategy: Danish Khan, Sony Entertainment Television

21-March-2018
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2018 will be full playout of Sony strategy: Danish Khan, Sony Entertainment Television

Sony Entertainment Television (SET) is all set to bring its marquee shows back in 2018.

One of its most popular non-fiction series, Dus Ka Dum with Salman Khan, is making a comeback after nine years. Apart from this, the channel is also set to launch Family Time with Kapil Sharma this month, and there are plans to bring in the next season of KBC and Indian Idol this year.

Speaking about the programming strategy, SET Senior Executive Vice President and Business Head Danish Khan shared, “Two years ago, we discussed that SET should be the top entertainment option in the urban market. Today, if you consider the metros and the one million market across Hindi speaking population, either we are number one channel or number two. 2018 will see full play out of Sony strategy.”

He added, “You will see changes in our programming line-up. We will have shows like Mere Sai and Ganesh at early primetime from 7.30 pm to 9 pm, after which, from 9 pm to 10 pm, the audience will see big ticket non-fiction shows like Dus Ka Dum, KBC and Kapil Sharma’s show. This would be followed by night shows like Yeh Un Dino Ki Baat Hai, Yeh Pyaar Nai Toh Kya Hai and Crime Patrol. On the weekends, you will see Indian Idol and Super Dancer. As promised, we are bringing variety to our viewers.”

On bringing Dus Ka Dum back, he said, “The first season of Dus Ka Dum was a hit and even the second season did very good. I don't know the reason why it did not continue. We’ve been working on bringing back the show. It took time, about 2.5 years of preparation, because this is in an older format and to make it relevant in today’s time, it needs to be worked on in stages. Also, we wanted to have a digital bit of it. It took time but we are back with the show.”

Sony is not leaving any stone unturned to make its big properties a hit, and with the use of technology, they are making shows more apt for the digital age audience. SET believes the future of home entertainment lies in unleashing the power of TV  and digital, like they did with KBC by introducing play along on Reliance Jio. 
“TV is not a personal consumption. You consume it in Indian context with family. For an enhanced and immersive experience, it's important to reach out to the consumer as a commodity and individual. The power of TV and digital can drive much more immersive experience for the consumer,” Khan mentioned.

SET is the Hindi general entertainment channel of Sony Pictures Networks India.

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