PerSONYfying IPL

By Sapna Nair , afaqs!, Mumbai | In Media Publishing | September 15, 2009
Sony is launching Dance Premier League, which is touted to be the dance variant of the IPL

Sony had a mega re-launch three months ago with a new line up of shows and a new channel anthem. However, the re-vamp did not generate the success intended. Its reality show, Iss Jungle Se Mujhe Bachao, wrapped up last week and another fiction show, Palampur Express, is off air.

Come October, the channel will launch two big ticket shows to regain its lost glory. One is a non-fiction reality dance series, called Dance Premier League (DPL), and the other, a fiction show produced by Balaji Telefilms.

& #BANNER1 & #

DPL is said to have been conceived in a manner similar to the IPL (India Premier League). It is a dance competition which will replace Boogie Woogie on weekends (Friday and Saturday, 8 pm). Instead of individual participants, there will be teams from various zones including¬ North, East, West and South. Each of the teams will have a flag, a logo and a region specific name and fervour akin to the IPL.

Currently, Sony is carrying out a 15 city audition to shortlist teams, which will compete against each other. The show will go on air on October 9. There will also be the much discussed star value of the IPL in Sony's dance version.

Danish Khan, assistant vice-president and head, marketing, Sony, says, "We will have celebrities supporting the teams during the audition phase. Celebrities have shown a keen interest in it as it will be a promotional vehicle for their movies as well." As of now, Sony has signed actor Salman Khan as a supporter for North and actor Bipasha Basu for East.

Another show that Sony is banking on is a fiction show produced by Balaji Telefilms, called Betaab Dil Ki Tamanna, which is believed to be based on the controversial Shiney Ahuja rape case. Balaji is in the midst of finalising its main leads and the show is expected to go on the floor by the first week of October. It will be placed in the 10 pm slot.

The teaser promo will be launched today on Sony, which will be followed by a mass promotion from September 22. It will be interesting to see if DPL does to Sony what IPL did to Max.

Besides, Entertainment Ke Liye Aur Bhi Kuch Karega went on air yesterday. CID and Dus Ka Dum are the highest rated shows on Sony currently, garnering TVRs of 3 and 2 respectively, as per TAM Media Research, C&S, 4+, HSM. The channel is expected to take a call on its other fiction shows, Ladies Special (0.5) and Bhaskar Bharti (0.6), soon.