Sony's big digital push for Ram Kapoor's new show

By afaqs! news bureau , afaqs!, Mumbai | In Media Publishing | February 27, 2015
Besides launching the promo of 'Dil Ki Baatein, Dil Hi Jaane' on digital first, the channel is also showcasing behind-the-scenes videos and interview with Mahesh Bhatt to create buzz.

Dil Ki Baatein Dil Hi Jaane

Sony Entertainment Television is in the midst of course correction as it has launched new shows to strengthen its programming portfolio and has plans of launching a few more in the coming weeks.

The channel is betting big on Ram Kapoor's new show titled 'Dil Ki Baatein, Dil Hi Jaane' with Gurdeep Kohli. Kapoor's last show on the channel, 'Bade Achhe Lagte Hain' with Sakshi Tanwar was a success.

'Dil Ki Baatein, Dil Hi Jaane' is written by Bollywood director Mahesh Bhatt, who shares that it is inspired from his life. Sony has released videos online where Bhatt is seen sharing his thoughts on the show which is being produced by Gurudev Bhalla and Jayesh Gada. It will be launched sometime in March.

Gaurav Seth

The promo of the show was launched on the digital platform as opposed to other shows, promos of which are typically launched on television first. Besides, the channel has released exclusive content online in the form of behind-the-scenes footage of the show. The show has got around 216,460,117 impressions on Twitter, as per data provided by

According to the channel, the campaign received tremendous response on social media with conversations and buzz being generated around the actors, the show and promo.

The idea of focussing on digital to promote the show is that it will help Sony drive more viewers towards the channel. "My channel needs salience and awareness. We are airing the promos on TV also, but they will only be watched by viewers who already watch Sony. To get in more viewers on the channel, this digital push is needed," shares Gaurav Seth, SVP and head-marketing, SET.

The programming mix:

The channel, with an aim to make an impact, is launching a wide variety of shows that can help it regain its lost position in the Hindi GEC space.

Besides, 'Dil Ki Baatein Dil Hi Jaane', there are three more shows that the channel is planning to launch in the next few months. The programming will then be a mix of mytho, reality, along with other crime-based shows, horror, love-story and daily soaps.

The channel will soon be launching a mythological show on Lord Hanuman titled 'Mahabali Hanuman'. The promo of the show is already on air. Its launch will be followed by a another show featuring actor Rajeev Khandelwal. The channel has also kicked-off auditions for its singing reality show, 'Indian Idol'.

SET, which is heavily banking on its crime-based shows 'Adaalat', CID and 'Crime Patrol' on weekends, recently added 'Bhanwar' to its line-up. The four shows air between 8-12 PM on weekends. For weekdays, Sony recently launched 'Aahat', 'Muh Boli Shaadi' and 'Itna Karo Na Mujhe Pyaar.