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Imagine takes calculated risks to strengthen its fiction time band

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Imagine takes calculated risks to strengthen its fiction time band

Imagine has been strong with its non-fiction shows, be it ‘Rakhi Ka Swayamvar’ or ‘Raaz Pichhle Janam Ka’, the latest being ‘Rakhi Ka Insaaf’. Now, the channel is trying to create the same strong base with its fiction shows. It is a tough act to follow, as Saurabh Tewari, Head of Programming, Fiction, Imagine, shares the channel’s fiction strategy.

When Tewari joined Imagine a few months ago, he had a clear agenda of creating strong and differentiated fiction shows for the channel. A few months into the new job and he has already launched two shows – ‘Baba Aisa Var Dhoondo’ and ‘Gunahon Ka Devta’ – and is ready to launch a third show, ‘Armanon ka Balidaan - Aarakshan’.

The new show premiers on November 29, 2010 at 8.30 pm and is based on the quota system. Tewari is quite excited about this show as he said, “The new show has a very unique concept and it is not a show that will appeal to the masses. However, it is a calculated risk and it helps to create a new brand image.”

Commenting on the earlier fiction shows, Tewari said that the response for those shows had been good and added that he expected them to do better in the next 2-3 months. For instance, ‘Baba Aisa Var Dhundo’ opened with 0.95 TVR (C&S 4+, HSM) and in a span of seven weeks, it has managed to get a TVR of 1.38. Tewari substantiated this with some statistics and maintained that the overall ratings of the 9-10 pm fiction time band had increased by 40 per cent in the last few months and the numbers were expected to increase as new shows were being added to the existing shows.

However, when compared with the opening numbers of some of the channel’s reality shows, one can see a marked difference in the viewership numbers. As far as other fiction shows are concerned, ‘Gunahon Ka Devta’ hasn’t had the seamless increase of ‘Baba Aisa Var Dhundo’. The show opened with a 0.96 TVR, rose to 1.38 TVR after a few weeks, but last week, the show managed a TVR of 0.98.

However, Tewari is not too hassled about the numbers, as he maintained, “It should be the content that gets you the numbers, and the numbers should not define content.”

He intends to continue working on shows that have different concepts and said that there would be 2-3 new shows that would be launched in the next couple of months.



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