Top Story


Home >> Media - TV >> Article

Sony brings in ‘Vaidehi’ to replace Jassi in the 10 pm slot

Font Size   16
Sony brings in ‘Vaidehi’ to replace Jassi in the 10 pm slot

With the launch of ‘Vaidehi - Ek aur agni pareeksha’ the 10 pm slot is set to see some action. The new serial from Sony Entertainment Television, which will go on air from June 5, 2006, will compete directly with STAR Plus’ ‘Kahani Ghar Ghar ki’ and Zee TV’s new comedy show ‘Johny Aala Re’.

‘Vaidehi’ is the story of a 21-year-old spirited girl, who comes from a middle class family. This story tells of her dreams – of a loving husband, a supportive family and a small house of her own. The channel claims that the story deals with a social cause, a problem, which is not very common, yet one that exists and perhaps has never been talked about in films or TV.

This is the first of the 10.00 pm shows to replace ‘Jassi Jaisi Koi Nahi’.

Said NP Singh, COO, SET India, “After ‘Jassi Jaisi Koi Nahi’, the 10.00 pm slot on the channel will see a variety of interesting genres – drama, real life stories, thriller, detective – that make for wholesome entertainment. ‘Vaidehi’ at 10 pm is a show that will find echo in millions of women across the country who spend their life in subjugation and despair. Adding strength and vitality to the story is the suspense, thrill and romance that makes for prime time viewing. Also, working with successful producer like Aroona Irani, we look forward to an involved audience with ‘Vaidehi’.”

“I am glad that Sony Entertainment Television has liked the concept and I hope that ‘Vaidehi’ will match up to Sony’s expectations. ‘Vaidehi’ is a story of a girl, her dreams and the reality, with a social message for the viewers. It is all about living life to the fullest and following your own dreams,” said Aroona Irani, producer of the show.


Sidharth Gupta, Co-founder, Treebo talks about their outdoor campaign ‘Perfect stay or don’t pay’, what prompted this bold advertising move, its targeting, and the metrics that the brand utilizes to measure the efficacy of such a campaign

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.

The announcement regarding this was made on Twitter by Sukumar Ranganathan, Editor-in-Chief, Hindustan Times, and Shekhar Gupta, Founder, The Print

The website promises to bring fast, reliable, insight-rich analysis in times when the readers are flooded with ‘breaking news’, and great conversations among an elite community of opinion leaders

The network has based its claim on Broadcast Audience Research Council (BARC) all India data (U+R) from April 2017 to March 2017 (full year average)