The horror genre kicked off on the small screen through the shows, Zee Horror Show and Aahat. However, after these two series, Indian television did not see much success for shows in this genre. Family entertainment channel SAB TV also tested the genre, albeit with a comic twist, with its Bhootwala Serial.
The two shows target urban male audiences and the channel expects high viewership from the metros. It claims that it has got a variety of advertisers on board.
Suresh Mishra, assistant director, Sahara One Media and Entertainment, says, "Horror has worked well for us, including our previous show from the same genre, Raat Hone Ko Hai. We have strategically thought over the concept and framed it in the form of short horror stories, relieving the audience from the continuation element."
Haunted Nights will telecast short stories such that each story will get over in five episodes (one week). Raat Hone Ko Hai's repeat telecast, currently on air, registered 0.20 TVRs in the fourth week of 2012/02.
Although being conservative in the marketing expenses for the shows, Sahara One has promoted the time-band well through print, outdoor and digital platforms, with television promotions focussing on Sahara-owned channels and news channels. The print companies owned by the group are also being used for promotion.