Imagine ready with new offerings

By Sangeeta Tanwar , afaqs!, New Delhi | In Media Publishing | September 10, 2010
The channel is gunning for linearity in its fiction and non-fiction programming with fresh shows

Imagine, in the recent past, created a lot of buzz with its reality shows, such as Rakhi Ka Swayamwar and Raaz Pichhle Janam Ka. The motive behind experimenting with these reality shows was to attract audiences by offering them differentiated content, as against the usual song-and-dance reality shows.

The general entertainment channel now claims that it is making an attempt to bring about linearity in its fiction programming with new launches.

Imagine will roll out two fiction shows on September 20, namely Gunahon Ka Devta and Baba Aisa Varr Dhoondo.

Gunahon Ka Devta is being positioned as a show that would attract male audiences. The show is loosely based on the life of the Uttar Pradesh gangster, Shri Prakash Shukla. The second show, Baba Aisa Varr Dhoondo is a family drama, based on the story of a young girl suffering from a disease, which affects her marriage prospects.

According to Saurabh Tewari, head, programming, Imagine, "With these two fiction shows, the channel is taking a fresh approach towards programming. These shows offer a new premise, characterization and conflict. They are more realistic and relatable offerings. It's a step towards achieving linearity in our fiction and non-fiction programming."

With the new launches, Imagine is looking forward to its shows being among the top three in the GEC space. Tiwari reasons that breaking into the top three shows will help Imagine gain substantially in GRPs; thus boosting the channel's overall performance.

The two fiction shows are up against tough competition on other GECs. Gunahon Ka Devta will air at 9 pm, followed by Baba Aisa Varr Dhoondo at 9:30 pm.

The popular shows in this time band are Bidaai and Yeh Rishta Kya Kehlata Hai on STAR Plus and the newly launched season of Fear Factor Khatron Ke Khiladi on Colors. Zee TV has Pavitra Rishta and Agle Janam Mohe Bitiya Hi Kijo in the one-hour time band.

Tiwari asserts that to succeed in the highly competitive GEC space, one has to take the competition head-on. The new line-up on Imagine will create a different branding in the fiction space for the channel, similar to what has been achieved in the reality genre.

In fact, the channel is getting ready with two reality shows that will follow the two fiction shows. These are Rakhi Ka Insaaf and the second season of Raaz Pichhle Janam Ka. Later in the year, the channel will also roll out another season of its fiction show, Kitani Mohabbat Hai.

Imagine will soon go all out with a sustained marketing campaign for its two new launches.

For Gunahon Ka Devta, the channel is reaching out to college students in small towns; while for Baba Aisa Varr Dhoondo, a two-phased, teaser-based campaign will be rolled out soon. Imagine will introduce the protagonist of the show to the audience through a teaser campaign. Subsequently, the identity of the girl will be revealed in the first episode of the show.

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