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Sony to extend its popular brand, CID with CID Comics

By Sangeeta Tanwar , afaqs!, New Delhi | In Media Publishing | August 18, 2010
Following the grand finale of music talent hunt show, Indian Idol, the channel has also rolled out two new properties -- Comedy Ka Daily Soap and Entertainment Ke Liye Kuch Bhi Karega

Sony is all set to take the entertainment quotient higher by launching new shows. The channel is also looking at extending its popular property, CID beyond television.

Following the grand finale of the fifth season of the music talent hunt show, Indian Idol, Sony is putting up two new shows -- Comedy Ka Daily Soap, and yet another season of the reality show, Entertainment Ke Liye Kuch Bhi Karega.

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Comedy Ka Daily Soap is a hilarious take on daily soaps being aired on GECs. The show features stand-up comedian and artist, Krishna. Reality talent hunt show, Entertainment Ke Liye Kuch Bhi Karega would bring together varied talents, including music, dance, art-forms and daredevil acts.

In the later part of the year, these shows will be followed by the game show, Kaun Banega Crorepati (KBC), hosted by Amitabh Bachchan.

Ajit Thakur, business head, Sony Entertainment Television (SET), says, "Sony has been doing well, with the channel jumping from 80 GRPs in June last year to 180 GRPs this year. CID, Comedy Circus, Indian Idol and Aahat have been doing well for us. We also experimented with differentiated content, by offering viewers YRF shows and Crime Patrol, along with our positive fiction show, Baat Hamaari Pakki Hai."

Thakur's optimism is reflected in TAM data -- since October-November last year, Sony has been consistently clocking 150 GRPs. Its most watched show, CID delivers an average TVR of 2.96.

In fact, the channel is exploring opportunities to extend its most popular brand, CID beyond TV, by launching CID Comics. Thakur mentions that the channel is in talks with various parties for the launch; but since it's an ongoing process, one cannot put a time frame to the project.

He shares that a two-pronged strategy is being followed for the channel's second phase of growth. Sony is looking at creating content, which can be watched by the entire family. It is also attempting shows in other genres, such as action thrillers and crime.

The channel is in the process of mounting four new soaps. Of these, two would be YRF shows; one is a thriller, which would be launched following KBC. Besides, Sony plans to introduce a fresh international format for viewers early next year.

Sony is also hoping that KBC, the most recalled game show on TV, would get eyeballs and create buzz for the channel.

In the first week of registration for the game show, Sony got as many as 45 lakh calls and SMSes from interested participants. For the first time in KBC's history, the channel will organize on-ground auditions of the participants.

In the recent past, the channel experienced another high, with the movie 3 Idiots grabbing the highest TVR of 10.9 in Week 31 on Indian television. The movie contributed as many as 91.8 GRPs to Sony's total GRP of 270 in Week 31.

Thakur attributes part of the movie's stupendous success on TV to the channel's innovative and interesting marketing exercise. The channel got together actor Aamir Khan and the rest of the cast of the movie, along with its director, Rajkumar Hirani to share interesting incidents and experiences during the making of the film.

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