Elaborating on Sony's programming strategy, SET executive vice
president Sunil Lulla said: "This is a critical year for Sony
and we are determined to grow our franchise by focusing on creating
differentiated products and directing Sony's creative development
at India's most significant demographic mix - men and women, 25-34
As reported in February on indiantelevision.com, SET is launching
five new prime-time shows. Additionally, its long-running dance
talent show Boogie Woogie returns in a jazzed up and reformatted
The shows that roll out over the next six weeks are:
Ab Ayega Mazzaa an interactive response show that might just
be able to give a run for its money to some of the city-centred
infotainment shows that feature on the news channels sprouting all
over the place. Ab Ayega Mazzaa promises to offer a mix of
entertainment glamour and information. Premieres Monday, 28 April
at 8 pm.
Kuch Kehti Hai Yeh Dhun adapted from the international musical
show Name That Tune, the long-in-gestation musical game show
has Raageshwari as its host. Premieres Monday, 28 April at 8:30
Sambhav Asambhav - a drama based on the popular Gujarati
novel by Harkishan Mehta is set against the backdrop of reincarnation.
Premieres Thursday, 1 May at 8:30 pm.
Crime Patrol, a "live action" series that takes
the viewers behind the scenes to see the police in "real"
action. Lulla clarified that it was unlike the Police Files that
airs on Star World in that the shooting is not recreated from police
case files by actors but real live shots. Premieres Friday, 9 May
at 10:30 pm.
Naam Gum Jayega a family drama that explores the influence
of religion and culture on its two protagonists. Now this looks
interesting. The series, made by Vipul D Shah and Shobhana Desai,
is about two girls who were switched at birth and grow up in Muslim
and Hindu households. After 22 years they discover their real parents
and have to adjust to the new realities. Queried as to whether the
show would be given an extended run unlike the fate that befell
two earlier attempts at being different Dhadkan (a medical
drama) and Hubahu (about twins switching identities), Lulla
said the series was planned with an extended duration in mind. Careful
background work had gone into the creation of the show keeping all
issues in mind, he said. Launch date still to be announced.
Boogie Woogie relaunch of the popular dance show as a nationwide
amateur talent hunt. Premieres 28 May at 8 pm. Boogie Woogie
will be actively supported by Sony Music, Lulla said, with dance
videos of some of the kids on the anvil.
Lulla also revealed that the next quarter would see the Indian
adaptation of the hit Spanish soap Betty La Fea which has
had succesful runs in over 25 countries across the globe.
Marketing activities would form a key ingredient of all SET's future
plans and multi-media campaigns would be crucial to driving SET's
theme proposition: "Are you ready for Sony", Lulla stated.
The viewer certainly seems to be ready for fresh fare that moves
off the "saas-bahu" trail. And with the huge lift the
World Cup gave to the network as a whole, SET will be hoping that
the consumer takes to, rather than just samples, what it has to
Sony readying five new
shows for launch post-World Cup