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SET reshuffles programming, opens new slot at 6:30 pm

MUMBAI: Aiming to steer the ship out of troubled waters, the new team at Sony Entertainment Television (SET) is on its course to correct the programming strategy of the channel. It has now reshuffled its programming to move one of its popular shows ‘Itna Karo Na Mujhe Pyaar’ to the early primetime slot of 6:30 pm.

Itna Karo_SETFrom 26 October, the Balaji Telefilms show that has been running for almost a year now at 10:30 pm will be shifted to a much earlier time band. As a result, SET will be opening up a new slot for original programming at 6:30 pm.

It is interesting to note that presently the original programming on the channel commences at 8 pm with the mythological ‘Sankatmochan Mahabali Hanuman’. With ‘Itna Karo Na Mujhe Pyaar’ shifting to 6:30 pm, there will be a one-hour gap (7–8 pm) where the channel will be airing repeats.

But SET has two new shows on the anvil. Season 2 of its popular family drama ‘Parvarrish’ and the couple-based reality show ‘Power Couple’. Although the date and time band of these shows are yet to be announced, viewers can expect one show to be placed in this slot.

SET also recently changed its primetime programming by launching ‘Pyaar Ko Ho Jaane Do’ at 9 pm from Monday to Friday, replacing a relatively new ‘2025 Jaane Hoga Kya’.

In a recent interaction, MSM CEO NP Singh had told that the channel is reorienting itself back to the core positioning.

“I think in the next six months there will be a big surge in the channel’s viewership. We have a ready slate of fiction and non-fiction properties, plus movies and events in the pipeline,” he had stated.

Crime PatrolMeanwhile, the Monday- Thursday 10:30 pm slot will now be occupied by one of SET’s most popular crime shows, ‘Crime Patrol Satark’. From 26 October, the show will air on all seven days of the week, featuring new episodes every day. From Friday to Sunday, the show will air at 11 pm as the channel’s longest running show ‘CID’ is placed at 10-11 pm during these three days.

In June this year, Singh had said that ‘Itna Karo…’ was performing well for the channel, and it was the kind of show that resonates with female audiences, whom they were trying to rope in as the channel had a male skew.

But with this change in the time slot, a few questions crop up. With BARC’s rural ratings up for release, the question is if SET has shifted ‘Itna Karo…’ to help get more audiences from rural areas or to push out the show because it has been losing ratings.

Moreover, ‘Crime Patrol’ has always resonated well with the male TG, one which SET has plenty of. Singh had also recently admitted that SET has a strong male bias and efforts were on to get more female audiences.