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Hindi GECs launched 6 shows in Mar; IPL could slow down arrivals in Apr
MUMBAI: There were six show launches on Hindi general entertainment channels (GECs) in March—four weekday series and two weekend shows.
&TV launched two shows, while Colors, Zee TV, Sony Entertainment Television (SET) and Life Ok each launched a show.
SET created a new prime-time slot at 7 pm with ‘Yeh Moh Moh Ke Dhaage’. The Monday–Friday romantic drama was launched on 21 March. The launch is part of the channel’s strategy to ramp up weekday programming with some differentiated content and focus on smaller towns and target family audiences.
Produced by Rahul Tewary, ‘Yeh Moh Moh Ke Dhaage’ is a love story set against a Gujarati village backdrop. The romantic drama features Niyati Fatnani and marks the comeback of Benaf Dadachandji and Eijaz Khan.
ZEEL’s Hindi GEC &TV was the only channel that introduced some major changes to its programming line-up. The channel enhanced its programming hours by creating a new prime-time slot at 6.30 pm on 8 March. Unlike its peers, &TV did not launch a new show at 6.30 pm; it only shifted its existing show ‘Queens Hain Hum’ to this new slot.
Initially, ‘Queens Hain Hum’ was telecast at 8 pm, but with the shift, the slot remained vacant until 20 March. The channel filled the vacant slot by extending the airtime of its shows ‘Gangaa’ and ‘Ek Vivah Aisa Bhi’ to 45 minutes each.
On 20 March, &TV introduced a new social drama titled ‘Agnifera’, which airs every Monday–Friday at 8 pm. Directed by Ravi Raj, ‘Agnifera’ is the coming-of-age story of a girl with a devil-may-care attitude who loves to work with guns.
&TV also replaced its 7-pm non-fiction show ‘Happy Hours’ with the thriller ‘Kuldeepak’ on 27 March. The weekday show is a socio-thriller revolving around a mother who is faced with the challenge of transforming her child from a devil into a human. Produced by Shobhna Desai Productions, it stars Kirti Nagpure Vansh Maheshwari, among others.
Zee TV replaced its popular drama series ‘Jamai Raja’ with the drama ‘Piyaa Albela’, which is produced by Rajshri Productions. The show was launched on 6 March and currently airs from Monday to Friday at 8:30 pm. The producer, who is known for his grand storytelling with an emphasis on family values and traditions, presents the age-old love story of Vishwamitra and Menaka in a contemporary setting.
Life OK launched its much-awaited fantasy story ‘Prem Ya Paheli… Chandrakanta’ on 4 March. The weekend show airs at 9 pm. Produced by Nikhil Sinha, it is an adapted version of Doordarshan’s popular series ‘Chandrakanta’. The channel roped in popular TV actress Kritika Kamra to play the eponymous lead character. The show replaces the channel’s existing thriller show ‘Khunkhar: SuperCops vs SuperVillains’.
Colors also launched a weekend show titled ‘Chhote Miyan Dhaakad’ on 25 March. It airs at 6 pm with a repeat telecast at 10 pm. The kids’ comedy show replaces the channel’s controversial second edition of ‘Comedy Nights Bachao’.
Produced by Endemol Shine India, ‘Chhote Miyan Dhaakad’ is a battlefield of comic jibes between 12 budding comedians handpicked from across the country. The contestants are aged 4–14 years. The 12 contestants are divided into three groups of four kids. The show is hosted by Bharti Singh, who also encourages the contestants to push the envelope with their performances. The show is judged and mentored by Neha Dhupia and Sohail Khan.
As reported earlier by TelevisionPost.com, the month of February saw more show launches on Hindi GECs than the inaugural month of 2017. Eight shows were added in February compared to five in the preceding month. With this, the first quarter of 2017 saw 19 show launches on Hindi GECs.
With the popular Indian Premier League (IPL) starting from 5 April, prime-time show launches on Hindi GECs could slow down during the T20 playing window.