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Sony to launch premium sub-brand SET Originals by year-end

MUMBAI: Hindi GEC Sony Entertainment Television (SET) has been focusing on improving its positioning for almost a year using different strategies. While some experimentation has worked for the channel, some just failed to attract eyeballs.

Now SET is looking to introduce a new sub-brand called ‘SET Originals’, which will be launched by the end of 2017.

Through this sub-brand, the channel will provide viewers with premium content featuring home-grown formats. The brand will showcase programmes that are high in production value and deal with unexplored subjects. It will also act as a platform for upcoming producers and directors to feature their shows. The shows featured under the brand will be finite series that will air only when shooting is done, following the film module.

” The sub-brand will go on air with the launch of ‘Prithvi Vallab’ by the end of this year. SET Originals will focus on premium audience featuring premium content such as concerts, finite series, home-grown shows, etc. It will be different from the originals that we have on Sony Liv,” SET senior creative director Ashish Golwalkar told TelevisionPost.com.

The first show to air under this brand is a historical show titled ‘Prithvi Vallab’, produced by Aniruddh Pathak under the banner of Writers Galaxy Studio. The story revolves around two kings, Prithvi Vallabh and Tailap, of neighbouring kingdoms. Prithvi Vallab of Avantipur is a kind and just king, whereas Tailap is his opposite. Tailap, with the help of his sister Mrinalvati, and another neighbouring king Bhillam, manages to capture Prithvi Vallabh. The show will dramatise his battle to free himself and his country.

The show will feature Ashish Sharma in the lead role while Sonarika Bhadoria will portray the character of Mrinal. The show has got on board popular Bollywood actor Mukesh Rishi in a pivotal role.

The time and date of the show is not yet decided. The channel has not decided the time slot for SET Originals either.

In the coming three months, SET is going to offer several new shows, of which two are big-budget historical series. Besides ‘Prithvi Vallabh’, the channel will also launch ‘Porus’, a historical show revolving around King Porus, who fought against Alexander the Great in the battle of the Hydaspes and was the biggest obstacle to Alexander’s ambition to conquer the Indian subcontinent. The show is scheduled for launch in December this year.

On 25 September, the channel is also re-launching its recently culminated series ‘Kuch Rang Pyaar Ke Aise Bhi’. Produced by Yash Patnaik, the new season will be aired at 7 pm, every Monday to Friday. In August with the launch of ‘Kaun Banega Crorepati S9’, the channel made some changes in its programming, as a result of which ‘Kuch Rang Pyaar Ke Aise Bhi’ was taken off air on 25 August.

Other shows like ‘Super Dancer 2’ will air from 30 September, every weekend, 8 pm. ‘Super Dancer 2’ will be followed by the supernatural thriller ‘EK Diwana Tha’ and ‘Hassil’ in October. ‘Prithiv Vallabh’ and ‘Porus’ are said to be launched by November–December this year.