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Imagine to focus on male protagonists; beefs up fiction line-up too

10-September-2010
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Imagine to focus on male protagonists; beefs up fiction line-up too

Imagine has been in the spotlight for its ‘bold’ reality shows such as ‘Rakhi ka Swayamvar’, ‘Pati Patni Aur Woh’ and the recently announced ‘Rakhi ka Insaaf’. While these shows have got the viewers talking about the channel, the fiction content of the channel still has to garner similar popularity.

Now, in a bid to strengthen its fiction line-up, Imagine is launching two new shows this month – ‘Gunahon Ka Devta’ and ‘Baba Aiso Varr Dhoondo’. Both the shows will go on air from September 20, while ‘Gunahon Ka Devta’ will be aired at 9 pm, ‘Baba Aiso Varr Dhoondo’ will be aired at 9.30 pm, Monday to Friday. Interestingly, these shows will have a strong male protagonist, which is a deviation from other fiction shows, which focus on the female protagonists.

Saurabh Tewari, Head of Programming, Imagine, told exchange4media, “Both the shows will be limited to 200-250 episodes, as there is nothing called viewer loyalty and the audience will move on to other shows.”

He further said that some of the existing shows had already crossed 300-400 episodes and would be given a logical conclusion and taken off air. “In the next six months, we are aiming to revamp the entire show line-up, and it will be fair to say that we will have six new shows in the next six months.”

Tewari said that he believed in setting a trend instead of following one and added that the concept of a male protagonist had the potential to be a trend setter. “In fact”, he said, “the new shows that we are planning to launch, will have a strong central male protagonist.”

However, Natasha Kapoor, Media Purchases Director, MediaCom, is a little sceptical about whether a move like this would benefit the channel, as most of its core audience was women. She further said, “Internationally, male centric shows do reasonably well, but that is not the case with the Indian market.”

Talking about the number of episodes, Kapoor said that if a show became popular, then the channel could keep on adding new episodes as it was delivering ratings. She predicted that the same would happen if the new shows worked for Imagine as well.

On the other hand, PM Balakrishna, Vice President, Allied Media, felt that there was a market for shows that had a male protagonist and added that there was room for this genre. He, however, pointed out that the success of a show depended on a story, and if the channel used this platform well, then they would be able to reach out to a wider audience base.

Tags MediaCom Allied Media Natasha Kapoor P M Balakrishna

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