Sony concentrates on fiction; to launch four fresh properties in next six months

In a bid to attract more women viewers, the new fiction properties will narrate stories that are practical, relatable and aspiring, and can connect with the average Indian woman.

With the DLF IPL 2011 finally coming to a close, the MSM network's central spotlight has now shifted to its flagship Hindi GEC, Sony Entertainment Television.

Sony Entertainment, which until now, had been concentrating on the reality format, will now push its stake up on fiction, to find its way into the top-three bracket by the year-end.

Not willing to divulge too many details, Sony Entertainment Television business head, Sneha Rajani says, "The channel will add four new fiction dailies to its programming line-up in the next six months. The first amongst the three will be launched by July-end." The show will open up Sony's 7.30 pm slot.

The second property from the lot will be launched in September, while the other two will be unveiled in November, once the curtains come down on the fresh fifth season of KaunBanegaCrorepati (KBC). The shows are expected to occupy the 9 pm-10 pm band. KBC, meanwhile, will be launched on August 15, 2011.

"The idea is to attract more women viewers for the channel. Therefore, the new fiction properties will narrate stories that can connect with the average Indian woman, and will be practical, relatable and aspiring," says Rajani.

For the record, Sony has launched its first fiction show Bade AchheLaggteHai, produced by Balaji Telefilms. The show will be telecast from Monday-Thursday, at 10.30 pm.

The channel will also convert Adalat, the Ronit Roy-starrer weekly fiction show, into a bi-weekly from June 18 onwards.

Meanwhile, Sony is launching the fourth season of its reality show, Entertainment KeLiyeKuchBhiKarega. Spread over ten weeks, with four episodes per week, the show that will be aired from June 6, and will be telecast from Monday-Thursday at 9 pm. The channel has also re-launched its Sunday 9 pm band, with the original reality format Comedy KeTansen. Until now, the band showed repeats of special events and/or movies.