Top Story


Home >> Media - TV >> Article

‘Extreme Makeover’ for Sony Entertainment Television

Font Size   16
‘Extreme Makeover’ for Sony Entertainment Television

Yet one more step is seen in Sony’s new programming strategy and this time it is on the lines of reality. The channel is all set to bring one of the biggest names in international reality properties – ‘Extreme Makeover’. The show has just kicked-off with the call for entries and is expected to go on air later in the year. Miditech partners the channel again for the production of the show.

Sony had embarked on a new programming strategy from March 2006, done with the intention of curbing the channel’s fall in the Hindi general entertainment charts. The strategy was to work on different day parts of the channel and hence, finally Sony afternoons also saw some original production.

Anupama Mandloi, Senior VP, On-air production of the channel, said, “We are still in the initial stages of the new programming strategy and there is still time before we see some results coming from this.”

The channel is still No. 3 in the Hindi GEC space and for Sony, this does mean some tough times. Nonetheless, the channel is continuing with the mix of bringing in new properties steadily in vacant or lesser delivering slots and keeping a blend of different genres on the channel.

‘Extreme Makeover’ is a step in that direction. Mandoi said, “‘Extreme Makeover’ is in the lines of bringing in innovative formats to the Indian audience that Sony is known for.” She also divulged that at present, which is the entry stage of the show, the call for entries had been done on the SET network only. In addition, Internet activation would be seen on The call for entries began from July 4, 2006 and sees Jassi aka Mona Singh making the call.

Speaking on the broader picture, Mandloi pointed out, “We have launched quite a few dailies lately and then weeklies as well. There are various kinds of properties that are coming on Sony. We are still in the process of getting the right programming mix for the changing Indian audience.”

So far, however, the new shows haven’t really shown any change in Sony’s operating graphs. Are the shows in line of the channel’s expectations? Mandloi replied, “We are very much in the direction of where we wanted to be. As I said, this is consolidation time and it will be some time before we see more in terms of results.”


Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

The campaign takes the narrative forward to persuade prospective investors to invest in mutual funds

The latest ad films crafted by FCB Interface communicates the brands’ unique proposition of inverter ACs

Ushering the launch with a campaign titled ‘The New Way to Get Rich’ showcasing how technology gets millennials closer to their financial dreams