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Sony changes strategies for more success

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Monday, February 26, 2007

If the latest programme trends on Sony TV are any indication, it seems that family dramas and saas-bahu serials aren't proving to be lucky for the channel. Taking a cue from the dismal TRPs of its soaps, Sony TV authorities have now made a smart switch.

From family dramas, they are now more into reality shows! The birth and success of programmes like the Indian Idol, Jhalak Dikhla Ja and more lately Bigg Boss are ample evidence of this changing trend on the channel. But this seems to be another temporary phenomenon on the channel, which has been changing its strategies time and again with the TRP in view.

Now with Bigg Boss over, Sony TV is back to the square one. The channel is now back with two new fictions titled 'Durgesh Nandini' and 'Jeete hain Jiske liye'. Unfortunately, none of but none of them has so far been able to leave a mark on the audience, let alone help raise the channel's TRP.

Incidentally, the top 100 shows declared for the week from February 4 to 10 didn't include any of the above mentioned prime time shows on the channel. This despite the fact, that both 'Durgesh Nandini' and 'Jeete hain Jiske liye' were launched with a great media hype and fanfare recently. The last time when Sony found a place in the list released by TAM (the television TRP rating agency) was the Bigg Boss' grand finale.

When asked about the setback Sony is facing, the channel's chief creative director Sandip Sickand blames the expansion of TAM's coverage to more cities and more homes. He says, "Every channel is facing a similar loss of TRP after TAM has increased its mass base in the country."

Sandip has, however, not lost all his hopes from the new prime time shows like Durgesh Nandini and Jeete Hain. "We are working hard on the ground level and more aggressive marketing for our prime time task now. In fact, both these shows are our channel drivers, which helped us to reach places like Gujarat and Rajasthan where Sony was seen very rarely. We expect them to get in the TOP 100 list very soon. Also there is 'Viruddh' a fiction show which will be another star attraction on the channel very soon." he said. When asked if the channel is focusing more on formatted shows, Sandi denies any such strategy. But as the whole scenario stands after the two new fictions on prime time has been aired, Sony is very much serious with the next season of its music reality show -- Indian Idol.

However, Sony experience with fiction has never been nice. If we look at the channel's last year's performance, shows like Kabhi To Nazar Milao, Vaidehi, Thodi Khusi Thode Gam, Ek Ladki Anjani Si and even Kajal were flops.

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