Winds of change are sweeping IndiaMay 22nd, 2009 - 12:25 pm ICT by Sampurn Wire
Sony Entertainment Television will reflect these changes starting May 25, 8.00pm onwards with, New programming lineup, new look, new feel and more…
Mumbai, May 21, 2009: Sony Entertainment Television (SET), a premium Hindi general entertainment channel for the families of today’s India, will reinvent itself on May 25, 2009.
Reflecting the changes that Indian society has seen in last few years, SET will capture the dreams and aspirations of this new confident India by offering an enhanced and relatable viewing experience, driven by novelty of concepts, variety in the programming lineup and distinctly high quality executions.
Speaking on the changes, N.P.Singh, Chief Operating Officer of Multi Screen Media, said: “Winds of change are blowing through India and you can feel it everywhere. On May 25, 2009, Sony Entertainment Television will change… to reflect the changes in Indian society, to relate to its new aspiration, to stand up to its new expectations and to cater to its changing entertainment needs. This change is neither one off nor permanent, we will continue to step in where others fear to tread and will continue to challenge and break new grounds.”
Commenting on the new programming mix, Gurdip Bhangoo, Programming Head of Sony Entertainment Television, said: “We have tried to give the viewers a perfect blend of shows that will resonate with families of today’s India. Each programme or show has a distinct identity and the overall programme line up is going to be uniquely different than what you have seen so far on the Indian General Entertainment space.”
Danish Khan, Marketing Head of Sony Entertainment Television, added: “There is a definite change in our brand architecture - the look, the feel and the sound of the channel will be young, edgy and engaging to represent real people and real emotions. It will truly reflect the diversity, vibrancy and the energy of Today’s India.”
The new Sony Showscape has a good line up of reality shows like the popular format show 10 Ka Dum 2 (every Sat, 9.00 pm), which presented actor Salman Khan in a completely new avtaar making him the darling of the nation and member of every household. The other show that promises viewers loads of fun, in times of recession is the reality show Entertainment Ke Liye Kuch Bhi Karega (Mon-Thurs, 10.00 pm and Fri, 9.00 pm).
In the show participants will showcase their most unique skills to bring some laughter and spark in to viewers’ lives. The show that will be competitive in spirit will be filled with masti and magic.
Fiction on television has become the daily dose of entertainment for viewers in India. Some of the new fiction shows on Sony will focus on powerful protagonists who will overcome situations in the most despairing circumstances and come out winners. These are real stories of real people who reflect the true spirit of new India - “we can make things happen’, combined with an eclectic mix of history and real life drama like:
Chittod Ki Rani Padmini Ka Johur (Mon-Thurs, 8.00 pm) - is the story of the beautiful warrior princess, known for her ethereal beauty, grit, valor, patriotism and sacrifice. History continues to hail this legendary queen, even to this day, as a powerful queen of our times. This historical is mounted on huge scale & is produced by Nitin Chandrakant Desai (the well known Art Director of Jodha Akbar and many blockbuster films).
Palampur Express (Mon-Thurs, 8.30 pm) - an inspirational story of Pavni, a young small town girl, who dreams of being an athlete and is ready to face all the trials and tribulations in her path to win an Olympic gold medal for India.
Bhaskar Bharti (Mon-Thurs, 9.00 pm) - A man in a woman’s world is generally viewed as pleasure, a blessing… while a woman in man’s world is considered to be a struggle for survival & a fight for identity. Bhaskar Bharati is story of both the worlds. Interestingly it happens to the same person - Bhaskar!
Ladies Special (Mon-Thurs, 9.30 pm) - it is a drama series that takes a peek into Mumbai’s lifeline - the trains. It is about the popular LADIES SPECIAL train that runs during the peak working hours from one end of the metropolis to the other. This SPECIAL TRAIN transports thousands of women to their place of work & back, thus making the train their “second home’. This show salutes these “unsung heroes’ of our society who manage playing so many complex roles, day after day with dexterity & determination.
This will be backed by a diverse and power packed weekend offering. Salman Khan comes back with the big-ticket show 10 Ka Dum 2 after its undisputed successful run in season 1. Also coming up is a unique show, Dekh India Dekh (every Sat, 10.00 pm), - a new take on comedy. The channel’s hugely successful franchises CID and Boogie Woogie will continue to strengthen its position, engage and excite the audiences with more innovative themes and stories that will hook the viewers to their favourite shows. These successful offerings will be backed by the biggest blockbusters of Indian cinema and hugely popular events like “Filmfare Awards” and “Femina Miss India” to complete the weekend offering.
Thus stay tuned for the new lineup of shows from May 25, 2009, an array of power packed reality and novel fiction shows which are relevant, contemporary and aspirational will weave the same magic of cutting through the clutter which Sony Entertainment Television is known for. -Sampurn Media
Tags: aspiration, aspirations, brand architecture, changing entertainment, chief operating officer, confident india, definite change, distinct identity, entertainment space, executions, general entertainment, new grounds, perfect blend, programming lineup, programming mix, real emotions, real people, reality shows, sony entertainment television, winds of change