Sign up for afaqs! Newsletters
Sony Entertainment Television, India's No 2 general entertainment channel, brings to its viewers a new-age woman oriented family drama - Kkehna Hai Kuch Mujhko. This launch is part of the channel's aggressive counter programming strategy aimed at capturing viewership over weekends.
Only recently, the channel revamped its other popular weekend shows - Devi, Crime Patrol and CID - to pack a bigger punch into its Friday line-up. Now, the channel is taking its already popular series Kya Hadsaa Kya Haqeeqat to the next level by adding a powerful socio-drama theme to the series and packaging it in a half-hour format.
Speaking on the upcoming weekend attraction on the channel, Sunil Lulla, executive vice-president, Sony Entertainment Television, said, "In the last six months, Sony Entertainment Television has grown its viewership with its key shows growing from strength to strength - be it Jassi Jaissi Koi Nahin, Kkusum, Kkoi Dil Mein Hai, CID, Crime Patrol or Devi. Propelled by this growth, we are further building on our weekends by catering to the viewers' thirst for more drama and soaps with the launch of Kkehna Hai Kuch Mujhko."
Set in contemporary India, Kkehna Hai Kuch Mujhko revolves around a woman protagonist who devotes her entire life towards being a dutiful wife and doting mother but somewhere along the line she loses her own her own identity. What follows is her journey of determination and struggle to establish her distinct identity in a male dominated society. A Balaji Production, Kkehna Hai Kuch Mujhko stars television stalwarts Pallavi Joshi and Kiran Karmarkar. The show premieres on March 12, 2004, and will be telecast every Friday to Sunday from 8.30 pm to 9.00 pm.