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Sony’s <i>Rihhaee</i> pitched against heavyweights on other channels

04-February-2005
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Sony’s <i>Rihhaee</i> pitched against heavyweights on other channels

Sony Entertainment Television has announced the launch of a docu-drama Rihhaee, which will be on air from February 9, every Wednesday and Thursday at 10:30 pm. The series is based on stories of crime against women and is inspired from real-life incidents. The series will be pitched against strong soaps on other channels like Kyunki Saas Bhi Kabhi Bahu Thi on Star Plus.

BAG Films has produced this series for Sony. Commenting on the fact that the series is slotted against heavyweights on other channels, Anurradha Prasad, Managing Director, BAG Films, said, “I don’t know how the serial will do in terms of TRP but I am sure that viewers will tune in and join us fight crime against women.”

Asked why Sony is doing a crime show when there are soaps slotted in this time band on other channels, Tarun Katial, Executive VP and Business Head, Sony Entertainment Television, said, “We are not trying to glamourise crime but trying to sensitively depict it. A show like Crime Patrol had a slow beginning but it has picked up well. After the popularity of Bhanwar and Crime Patrol, we felt there was still space for a show like Rihhaee.”

Speaking on the marketing strategy for the new series, Katial, said, “One of our initiatives is that we are going to use popular faces like Nafisa Ali, Indira Jaisingh and probably Shabana Azmi to promote the series and raise consciousness about crime against women. We have also invested in getting the right faces for the show, who already have an audience-connect.” Other initiatives in the future include, creating a helpline for women who want to call and also networking with NGOs who can help these women.

The show is targeted at women in the 18-34 age group in Sec ABC. The Chief Minister of Delhi Shiela Dikshit, Nafisa Ali and Indira Jaisingh were present at the launch to extend their support to the show.

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