The coming together of Multi Screen Media (MSM) and Yash Raj Films (YRF) had generated much excitement. However, the debut was below expectation and the five youth-centric YRF shows failed to garner the desired numbers. Now, MSM is gearing to launch the second tranche of YRF shows by the year-end, while continuing with repeats in a new time band.
Ashish Patil, who has been with MTV for 12 years, has decided to move on and join Yash Raj Films (YRF). At YRF, Patil will work as the Business and Content Head for a new division, which will focus on youth movies. He will report directly to Aditya Chopra, who is the Vice Chairman of the group.
The 5 shows produced by Yash Raj Films (YRF) for Sony Entertainment Television were launched to strengthen the weekend time band for the channel and to increase the channel’s popularity. While the channel promoted the shows extensively, they don’t seem to be a hit with the viewers yet as the numbers are far from satisfactory.