Sony revamps identity and programmes from today
Sony Entertainment Television channel is completely revamping its programming and changing its identity from today, according to sources at the Sony Entertainment Television office in Mumbai.
"After almost five years, Sony has embarked on a complete change in its appearance and programming with almost every existing programme to be replaced by a new one," said Shola Ramchandran, Head of Public Relations at Sony Office in Mumbai.
"Only the very best of our programmes such as CID and Boogie Woogie will continue in the all-new programme grid," she said. Boogie Woogie and CID have been on air for the past 13 and 14 years respectively. "They continue to be two of our best programmes with numbers that are very healthy for sponsors and advertisers."
Sony channel, fifth in the current standing of viewership list in India, has been in operation for the past 14 years. "Sony will start with new programmes today at 8pm with a chronical drama called Chittorh ki Rani – Padmini, which is a historical drama with very high-end production value," she said. "Following that at 8.30 will be another serial called Palampur Express. It's a story of a young aspiring girl from a small town in India who wants to bring home an Olympic medal – perhaps a dream of many in India.
"The grid moves on to a light comedy at 9pm with Bhaskar Bharti; followed by a programme called Ladies Special at 9.30. This is a serial that covers the life in the day of daily commuters in Mumbai who use ladies special compartments in Mumbai metro trains. The special bonding, relationship and concern for each other is all highlighted in this serial that's bound to be a hit with our viewers," she said.
Anu Malik and Farah Khan duo is back with their antics at 10pm every day with a programme called Entertainment Ke Liye Kuchh Bhi Karega. This will be a stage for anyone who thinks they can entertain with their act – be it an act or simply doing bizarre things like eating glass or swallowing fire…
The programme that seems to be inspired by America's Got Talent will also give away daily cash prize of Rs10,000 (Dh781) to winners and a grand prize of Rs500,000 on weekends.
Additional programmes include second season of Dus Ka Dum – a quiz show hosted by Bollywood star Salman Khan. Sony will also continue its comedy dose with Dekh India Dekh, which replaces the current programme Comedy Circus. "The team is the same, but we are attempting to induce more comedy with a better format," said a Sony representative.
On the local front, Sony's two Dubai-based programmes Highlife Dubai and Eating Out will continue in the same slot. "Local content is specific to this region and we will continue with the same," said Ali Asgar, Managing Director of IAS, regional sales representatives of Sony channel.
"The two programmes have been very successful with Highlife Dubai in its fifth season and Eating Out entering its second. We may start more local programmes, but not in the near future because of the economic situation," said Asgar.
Commenting on the success of the channel in the region, Asgar said: "Sony enjoys one of the top two slots for local viewership. And the new stream of programming and its identity will contribute to enhancing and establishing the superiority of the channel. After all, a channel's success is all about the eyeballs," said Asgar.
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