SET all set to revamp its prime-time programming line-up

MUMBAI: Sony Entertainment Television (SET) is revamping its prime-time programming line-up in June. The revamp will take place with the launch of three new shows – ‘Dus Ka Dum’, ‘Crossroads’ and ‘Dil Hi Toh Hai’.

The channel, which has been experimenting with new formats and themes, is putting in place a content slate which will include a healthy mix of fiction and non-fiction shows on weekdays.

‘Dus Ka Dum’ hosted by Salman Khan and Balaji Telefilm’s fiction show ‘Dil Hi Toh Hai’ will launch on 4 June whereas ‘Zindagi Ke Crossroads’, which is a unique show, will start airing from 6 June.

From 4 June, SET’s original prime time programming will start from 7 pm with ‘Mere Sai’ followed by ‘Vighnaharta Ganesh’ at 7.30 pm and ‘Porus’ at 8 pm.

Having seen good traction for non-fiction shows, the channel is dedicating its weekday 8.30 pm slot for non-fiction shows like ‘Dus Ka Dum’ and ‘Zindagi Ke Crossroads’.

‘Dus Ka Dum’ will air every Monday and Tuesday while ‘Zindagi Ke Crossroads’ will be showcased from Wednesday -Friday. Both the shows will have a runtime of one and half hours.

The channel is pulling off ‘Rishta Likhenge Hum Naya’ and ‘Ek Deewana Tha’. At 10 pm, the channel will launch Ekta Kapoor’s new show ‘Dil Hi Toh Hai’, followed by ‘Yeh Un Dino Ki Baat Hai’ at 10.30pm, ‘Yeh Pyaar Nahi Toh Kya Hai’ at 11 pm and ‘Crime Patrol’ at 11.30 pm.

Apart from existing line-up, the channel has several shows in the pipeline. After the culmination of ‘Dus Ka Dum’ and ‘Zindagi Ke Crossroads’, the channel will launch the new season of its popular quiz show ‘Kaun Banega Crorepati’.

Whereas, on weekends SET will bring the new season of its popular reality singing show ‘Indian Idol’ and dance reality show ‘Super Dancer’. The auditions for Indian Idol has already begun whereas the registration of KBC S10 will go live soon.

In terms of programming strategy for this year, the channel is focusing on offering interactive shows with digital integration.

Speaking about the content offerings, SET EVP and business head Danish Khan said, “This year looks quite promising for Sony as we are launching a lot of shows. We are focusing on offering content that is interactive in nature and engages the audience. We are offering shows which the audience can relate to and we are also looking into digital integration for our shows. We are giving 50% importance to digital for all our non-fiction properties.”

SET is taking a huge gamble with its upcoming show ‘Zindagi Ke Crossroads’. The one of its kind show is a mix of a fiction and non-fiction show which is hosted by television actor Ram Kapoor.

The 39-episode show will present relatable life altering narratives inspired by the drama of life and before the crossroad decision is taken it will put forth that same question in front of studio audience which will be a representation of our countries thoughts and ideas regarding different situations.

Produced by Shabinaa Khan, the concept, story and screenplay have been developed by Mahadev. Zindagi Ke Crossroads will present a new narrative every episode and the Crossroads faced by the protagonists will be open for discussion to the studio audience.

Host Ram Kapoor will not only encourage the audience to share their views and opinions but will also delve into the reason behind the audience’s decision thus opening the dais for varied opinions and debates. The discussion will open with Kapoor asking the audience, What would you have done if you were at this crossroads?

The channel will further encourage viewers to participate in the show through its app Sony LIV. As digital integration has become an important factor for SET, the channel has created special integration for Zindagi Ke Crossroads.

“We are working on several digital integrations for the shows. The home audience will be able to participate in the discussion through polls and will be able to put forth their opinion through our app Sony LIV,” Khan said.

SET has also focused on digital integration for its game show ‘Dus Ka Dum’ S4 which is coming after the hiatus of nine years. The channel had launched a special app for ‘Dus Ka Dum’ which acted as a gateway for viewers to audition for the show and get an opportunity to share the screen space with the show’s host Salman Khan.

Once the show goes on-air, the app will be converted into a ‘Play Along’ allowing users to be the part of the show. The game show asks the player a question, the answer is an average percentage of a mass opinion poll conducted across India. The player who guessed the right percentage moves a level up to win the prize money. The contestant who answers all the questions accurately wins the prize money.

SET’s fiction show ‘Dil Hi Toh Hai’ is a family drama starring Karan Kundra and is centred around an industrialist family that deals in Pharmaceuticals. it is a story of siblings who love and respect each other inspite of their differences. It also stars Poonam Dhillon, Gurpreet Bedi, Yogita Bihani, Asmita Sood, Nyra Banerjee, Sudeepa Singh and Akshay Dogra amongst others in the pivotal role.

For the first time, Balaji Telefilms has retained the intellectual property (IP) rights for the show and has licensed to SET to exploit the same on their TV channel. As per the agreement, after airing of each episode on television, it will be available for catch-up on ALTBalaji.

This is the second show for which SET has allowed the producer to keep the IP rights. Earlier, Swastik Productions had retained the IP rights for its show ‘Porus’ which is still on-air on SET.

Khan said there is nothing unusual about producers retaining the IP as globally unlike India this is the norm. He also said that there will be different business models at play as far as IP retention is concerned.

“If we look at a mature market like the US there are multiple ways in which we can do the business. India has yet evolved to that stage but it is evolving slowly. In future, some IPs will be with channels, some will be retained by the producer while some will be jointly owned. So, I think all kinds of business model will come into play as India as a market is maturing,” Khan elaborated.

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