ITV

Category: GECs

  • Sony on correction course; set to launch 4 new shows

    Sony on correction course; set to launch 4 new shows

    MUMBAI: 2014 was a middling year for Sony Entertainment Television (SET). Though the audience saw the channel experimenting with new concepts and shows, a few earned some fame, while the others failed to grab eyeballs.

    SET made some smart moves, whether it was getting out of the studio and moving closer to the audiences in season eight of Kaun Banega Crorepati or Amitabh Bachchan’s television debut in the fiction format – Yudh, which was touted to be India’s most expensive show in that segment (Rs 3 crore per episode). While the channel’s hopes were riding high on the latter, the dark content was unpalatable for the audience.

    On the fiction soap front, the channel’s high bet with Itna Karo Na Mujhe Pyaar starring Ronit Roy did not do as well as expected. Other fiction series like Humsafars, Hum Hai Na and Tum Aise Hi Rehna only saw a glimmer of hope.

    Reason: Female audiences didn’t stick on and male audiences continued to come on to the channel’s popular shows like CID, Aahat, Crime Patrol and Bhanwar.

    However, now the channel is on a correction course and is all set to woo its existing audiences once again as well as rope in new viewers. SET SVP and business head Nachiket Pantvaidya revealed that in order to up the channel’s entertainment quotient, five new shows will go on air over the next two – three months.

    Not just to intrigue the audience but to also provoke thought and reactions from them, the channel aims to attract newer audiences (mainly female) with high-concept shows backed by a powerful star cast.

    First up, starting 13 April, the channel will launch Reporters, revealing the challenging world of news in a contemporary way. As reported earlier by Indiantelevision.com, the show, produced by Rose Audio Visuals, revolves around the life of journalists with an intense underlying love story.

    It will air every Monday-Thursday at 9 pm competing with shows like Diya Aur Baati Hum (Star Plus), Chakravartin Ashoka Samrat (Colors), Laut Aao Trisha (Life OK), Chidiya Ghar (Sab) and Kumkum Bhagya (Zee TV).

    Second up, the channel kicked-off auditions for its singing reality show, Indian Idol Junior 2 in Kolkata on 4 April. After Kolkata, the audition process will move to Delhi, Chandigarh and Mumbai on 11 April, 18 April and 25 April respectively. The show is expected to go live in the month of May.

    The third new show from SET’s stable is the mythological show titled Sankat Mochan Mahabali Hanuman. Produced by Contiloe Productions, it will depict the life of Lord Hanuman. The series is set to hit television screens from 4 May. For the record, Contiloe Pictures is currently producing Maharana Pratap, Adaalat and Bhanwar on Sony.

    With growing popularity of the mythological genre, Sony will add yet another show to its kitty titled Suryaputra Karn. The show is produced by Swastik Pictures, which had also produced Mahabharat for Star Plus.

    Suryaputra Karn will cover life journey of the Great Archer of Indian history Karna, who always craved for legitimacy, had been extremely loyal to his friend and the only one who could defeat Arjun. The promos for the same have already created a buzz. Sources close to the channel say that the show will hit airwaves in May.

    Last but not the least, the channel is set to further awaken the masses with period drama called Rani Mahal. Produced by Lost Boy Productions, it stars Sakshi Tanwar in a leading role and will hit television screens in June.

    Rubbishing media reports of it being a remake of Game Of Thrones, producer Vikas Gupta said, “This is nowhere close to Game of Thrones.”

    It may be recalled that as its first step towards a revamped programming strategy, Sony launched the Ram Kapoor starrer Dil Ki Baatein on 23 March, which is telecast from Monday to Thursday at 9:30 pm.

    It remains to be seen whether Sony’s fresh line-up of shows manages to propel the channel up on the ratings chart.

  • Zee Anmol gets into original programming

    Zee Anmol gets into original programming

    MUMBAI: The free-to-air (FTA) general entertainment channel (GEC) – Zee Anmol, which until now aired some of the hit shows from its sister channel Zee TV, has now made its original programming debut.

     

    The channel’s new show Vim Grihani No. 1, premiered on 10 April and will be aired every Friday at 6:30 pm.

     

    “In a short while, Zee Anmol has challenged other players in the FTA genre to build a legacy of entertainment and emerge as a strong brand on television. It has touched people’s hearts through real and genuine emotions depicted in some of the best shows that Indian television has ever seen. With our first original production, Grihani No 1, Zee Anmol salutes every grihani (housewife) in India.  They have been pillars of support to everyone around them. It is an exciting show that felicitates the woman of the house by making her feel special and acknowledging her selfless contribution towards her home,” said Zee TV & FTA cluster head marketing Sorbojeet Chatterjee.

     

    Hosted by actor Ajay Singh Chaudhary, Vim Grihani No. 1 is an engagement led series revolving around one family in India in each episode. The search for Grihani No. 1 was conducted in many cities and towns in India including Deolali and Dhule in Maharashtra, Itarsi, Bhopal and Habibganj in Madhya Pradesh and Kanpur, Lucknow and Rai Bareli in Uttar Pradesh, amongst others.

     

    Viewers also get an opportunity to invite Zee Anmol to their homes to felicitate their own Grihani No. 1. Every episode has the host interacting with the homemaker and her family members where they talk about her life, her dreams and ambitions. This will be followed by one minute games and quizzes related to the family.

     

    The current lineup of programmes on the channel includes fiction and non-fiction properties from Zee TV, movies and kids’ content.

  • Sony set to explore the media world with new show – ‘Reporters’

    Sony set to explore the media world with new show – ‘Reporters’

    MUMBAI: Breaking News! A common phrase that is flashed almost on all screens everyday – from news channels to websites. Now Sony Entertainment Television (SET) has picked it up as a ‘concept’ for its new entertainment show.

     

    While internationally, the backdrop of journalism has been seen in shows like The Newsroom starring Jeff Daniels, Dirt and The West Wings, amongst others; in India the concept was untapped until now.

     

    The Hindi general entertainment channel (GEC) from Multi Screen Media’s stable is all set to explore the world of media with its new show – Reporters. A love story that will make breaking news is set to hit the television screens from 13 April at 9 pm. The channel has roped in Frooti as the presenting sponsor for the show.

     

    Produced by Rose Audio Visuals’ Srishti Arya, it will reveal the challenging world of news in a contemporary way. Set against a backdrop of a media house, it follows the journey of seasoned and respected journalist Kabir Sharma (Rajeev Khandelwal) and a budding reporter Ananya Kashyap (Kritika Kamra). The show is a story of these two strong and conflicting individuals, who are destined to be together.

     

    SET SVP and marketing head Gaurav Seth believes that today the country’s perceptions, opinions and decisions are shaped by the world of television news and it is this world, which forms the setting of the channel’s new show.

     

    According to Seth, there are two kinds of stories that work on television – love stories inside the house and outside. One such show that had a love story setting in a fashion house was Jassi Jaisi Koi Nahi.

     

    “A show’s backdrop and context needs to change after sometime as it tends to lose the novelty factor. It is important for us to keep evolving the medium, stories, characters and that’s where this new show comes in,” he said.

     

    Behind the scenes

    From visiting news channels to having in-depth conversations with journalists from the news medium, the actors have done it all. The actors met veteran journalist Rajdeep Sardesai to know how a newsroom functions.

     

    Moreover, the production house also did research in the matter in terms of how news is created, what the first point of connection to the last point of delivery and the process followed amongst other things.

     

    The production house did its R&D by seeking help from a senior journalist and made sure that the procedures that were being followed were on the right track.

     

    “The journalist we worked with said that many a times a news channel’s agenda and point of view may differ from that of its journalist. We have to be able to identify with the crisis of the character. Unless we don’t feel the need to take a side or stand, we are not going engage with the character. It is fascinating to see how news is created,” explains Arya.

     

    Seth further points that people, who are from the news medium, will relate to it. “This is factual and not made up just for the sake of it. However, at the same time you have to take creative liberties because at the end of the day, it is a story,” he said.

     

    Agreeing on the same, Arya asserts, “I would not say it is 100 per cent authentic because then it might not necessarily be engaging. We have tried to stay with the systems that a news channel follow.”

     

    The channel has canned five episodes till now and the show is designed for a finite run with 120 episodes. Seth feels that one has to tell the story in a limited time period that is available. “You can’t just keep on extending the show. If a story holds for 2000 episodes, by all means we can go for it but if it is conceptualised for a 100 episode pattern and then if you move it to 300, you will end up stretching the story,” he opined.

     

    Having started his career as a journalist with the newspaper called Mahanagar, SET chief creative director Ajay Bhalwankar has lived this life closely. “I believe that there are lots of interesting stories to tell. Today individual reporters are known, unlike during my time. When I began my career as a reporter, a press conference would see maximum eight to ten journalists with notepads. There was not a single camera present. Today, there are more cameras, so times have evolved and so has the profession. However, not many people know what happens inside and we thought that will create a great amount of curiosity for people.”

     

    Marketing buzz

     

    This time round, the channel has decided to push its marketing efforts on the digital medium to get the maximum bang for its buck.

     

    The first promo of Reporters grabbed one million views in less than a week. The channel ensured that the promo was interesting enough to create a splash. “It has been absolutely remarkable that people have noticed it. It’s been trending on Twitter regularly and we have managed to build a lot of anticipation for the show,” Seth said.

     

    Additionally, the channel has created a LinkedIn account for Khandelwal, where he is going to invite people to interview for jobs inside his network.

     

  • Sony to push digital platform Liv for ‘Indian Idol Junior’ auditions

    Sony to push digital platform Liv for ‘Indian Idol Junior’ auditions

    MUMBAI: It’s time for all the little ones to strengthen their vocal cords and showcase their talent as Indian Idol Junior (IIJ) is back with a bang on Sony Entertainment Television. And this time round, Sony is looking at giving its digital platform – Sony Liv a push via the show’s auditions.

     

    For the first time ever, IIJ will give a chance to the audience to be a part of the auditions through a digital process called Digital Ace.

     

    To take part, all kids have to do is upload their best audio or video performances on the Sony Liv website or the Sony Liv app. A digital jury will review all the performances and will select 12 kids who will be called to Mumbai for the Jury Round. Out of the 12 performances, the top four will get an opportunity to perform in front of the show’s judges.

     

    This second edition of IIJ will be judged by Vishal Dadlani, Salim Merchant and Sonakshi Sinha. Singer Shalmali Kholgade will be the special judge for the auditions. 

     

    The first leg of the auditions kickstarted in Kolkata on 4 April and saw outstanding participation from kids. The city also saw the show bring in a new twist to the audition process with the announcement of digital auditions.

     

    SET SVP and marketing head Gaurav Seth said, “After the over-whelming response received last season, we are delighted to announce the commencement of Indian Idol Junior auditions. We would like to urge all the kids to show their singing talent and be a part of the new season. Digital Ace will only help kids to give the long lines a skip and impress the judges through their audios or videos. It’s definitely an endeavor that will help aspirants all over.”

     

     

    Dadlani added, “I am thrilled to be part of Indian Idol Junior once again. Looking at such talented kids is an inspiration in itself. Kolkata has always given us some of our best contestants and this time too we were not disappointed. We are also looking forward to the performances of the winners of the Digital Ace. We are sure this season is going to be an equally exciting one.”

     

    After Kolkata, the audition process will move to Delhi, Chandigarh and Mumbai on 11 April, 18 April and 25 April respectively.

     

  • Zeel licenses home-grown format ‘DID’ to Thailand’s broadcaster

    Zeel licenses home-grown format ‘DID’ to Thailand’s broadcaster

    MUMBAI: Zee Entertainment Enterprises Ltd (Zeel) has created a broadcast history by finalizing a syndication deal with JKN Global Media Limited Thailand for its home-grown format, Dance India Dance (DID). 

     

    It is a known fact that prime-time content in India has been laced with popular international formats, which are regularly imported and licensed by Indian TV channels from international broadcasters, production houses or format owners. 

     

    While Indian content being aired or repurposed on TV channels across the world is quite common, this particular syndication deal is a landmark achievement since it’s the very first time that a format created in India has been licensed internationally. The Indian content industry’s contribution to ‘Make in India’, literally.

     

    Zeel MD and CEO Punit Goenka said, “At Zee, we have always believed in developing in-house formats. It was our belief in the concept of Dance India Dance that led to its growth from the regional to the international platform. Through this partnership with JKN Global Media Limited, DID will not only reach out to the South-Asian diaspora but the local, mainstream audiences in Thailand as well.”

     

    “Going forward, we hope to license not just Dance India Dance but our other home-grown formats to the international markets,” Goenka added.

     

    Commenting on the partnership, JKN Global Media Thailand MD Andrew Suteestarpon said, “I’m very pleased to develop the well-known format show called Dance India Dance into the local version. With the collaboration of Zee, I strongly believe in the professional team and the corporate experience that can lead JKN Channel into achieving a high success rating with Dance Thailand Dance.”

     

    Zeel global head syndication Sunita Uchil added, “We are very proud that our home-grown format Dance India Dance will now reach 22 million homes in Thailand through JKN Channel. Over the years, there has been an increasing demand for Indian content and we have endeavored to meet this demand by offering a wide array of entertainment content through customized services like dubbing and subtitling in foreign languages under the Zee Bollyworld umbrella. This deal embraces our global positioning of ‘Vasudhaiva Kutumbakam – The World is My Family’ and reinforces Zee Bollyworld’s leadership as the ‘one-stop shop for Indian entertainment content the world over.’”

  • Viacom takes $785 million pretax charge; announces layoffs

    Viacom takes $785 million pretax charge; announces layoffs

    MUMBAI: Viacom Inc. is planning to take a $785 million pretax charge in the second fiscal quarter of 2015 as part of a strategic realignment that includes layoffs and writing down the value of underperforming programming, including the abandonment of select acquired titles, as well as costs associated with workforce reductions.

     

    The charge also reflects accelerated amortization of programming expenses associated with a change in the company’s ultimate revenue projections for certain original programming genres that have been impacted by changing media consumption habits.

     

    The initiatives are expected to provide ongoing annual savings of approximately $350 million. The savings in fiscal 2015 are expected to be approximately $175 million.

     

    The media behemoth laid out the elements of its strategic realignment, including initiatives designed to promote greater cross-brand collaboration, focus on new growth areas, and improve operational efficiency and financial performance.

     

    Following a company-wide review across its worldwide Media Networks, Filmed Entertainment operations and corporate functions, Viacom is implementing significant strategic and operational improvements, including reorganizing three of its domestic network groups into two new organizations. The new structure realigns sales, marketing, creative and support functions, increases efficiencies in program and product development, enhances opportunities to share expertise, and promotes greater cross-marketing and cross channel programming activity.

     

    The company is also reallocating resources to expand its capabilities in critical business areas including data analysis, technology development and consumer insights, reflecting the rapidly changing media marketplace, shifting consumer behavior and evolving measurement practices.

     

    Viacom president and CEO Philippe Dauman said, “Viacom has a powerful combination of world-class brands and popular content that is driving our business across the globe. We will continue to lead the way in connecting our vibrant brands to audiences through both traditional and innovative new platforms. This strategic realignment, which is largely completed, will allow us to sharpen our focus on driving long-term growth in a rapidly changing industry. We will transition rapidly into the future, generate substantial cost savings and continue to increase our investment in original programming to bring our audiences great content in new and groundbreaking ways.”

     

    In light of these actions and previously discussed strategic acquisitions anticipated in the current fiscal year that could total approximately $400 million, Viacom will temporarily pause share purchases under its current $20 billion stock repurchase program in order to stay within its target leverage ratio. The repurchase program has returned $15 billion to shareholders since its inception in October 2010, including $1.5 billion in the first half of fiscal 2015. The company anticipates resuming stock repurchases no later than October 2015, when it begins its next fiscal year.

     

    Dauman added, “We remain steadfastly committed to returning capital to shareholders through stock buybacks as well as our ongoing dividend program. This temporary pause reflects our history of sound financial management and our commitment to operating within Viacom’s target leverage ratio.”

     

    Viacom will report results for the fiscal second quarter ended 31 March, on 30 April, 2015.

     

  • &TV replaces Shah Rukh Khan’s show with two new fiction dailies

    &TV replaces Shah Rukh Khan’s show with two new fiction dailies

    MUMBAI: The newest Hindi general entertainment channel (GEC) from the Zee Entertainment Enterprises Ltd’s (Zeel) stable &TV has strengthened its fiction line-up with the launch of two new dailies, which will replace the Shah Rukh Khan hosted finite show India Poochega: Sabse Shaana Kaun?

     

    The new shows are Dilli Wali Thakur Gurls and Badii Devrani, which will go on air from 30 March. While Dilli Wali Thakur Gurls will be aired from Monday to Friday at 9 pm, Badii Devrani will air at 10 pm.

     

    &TV business head Rajesh Iyer said, “Within three weeks, India Poochega: Sabse Shaana Kaun? has reached out to 32 million viewers in the slot. Being a familiar primetime slot, our endeavor was to offer something equally entertaining and engaging to sustain the interest. Both the shows – Dilli Wali Thakur Gurls at 9 pm and Badii Devrani at 9.30 pm promise viewers two versatile family dramas that are a reflection of today’s modern day society and how relationships stand the test of time.”

     

    Dilli Wali Thakur Gurls produced by Cinevistas is based on Anuja Chauhan’s novel Those Pricey Thakur Girls. Set in Delhi, the show presents the story of the Thakurs – Justice LN Thakur, his wife – Mamta and their five eccentric daughters – Anji, Binny, Dabbu, Chandu and Eshu.

     

    On the other hand, Badii Devrani is produced by Shashi Sumeet Productions and has original concept and storyline by Beyond Dreams Entertainment. The show is set against the backdrop of Kolkata is the story of an unusual arranged marriage between an older woman (Reeti) and a younger boy (Vibhor).

  • &TV to commission locally produced content for UK audience

    &TV to commission locally produced content for UK audience

    MUMBAI: Zee Entertainment Enterprises Limited’s (Zeel) new Hindi general entertainment channel (GEC), which is slated to launch in the UK on 6 April, 2015, will be looking at airing locally produced content.

     

    The channel said that it plans to commission locally produced content, which is relevant for its audience base in the UK.

     

    Zee TV, which completed 20 years in Europe, saw actor Shah Rukh Khan along with the channel’s executives launching &TV in the UK at a special gala.

     

    The celebration was attended by Zeel MD and CEO Punit Goenka and &TV business head Rajesh Iyer.

     

    Talking about his long lasting relationship with Zee, Khan said that he was thrilled to officially launch the new channel along with Goenka.

     

    Commenting on the 20 years celebration, Goenka said, “We are proud to be a medium through, which Indians living abroad have stayed connected to their roots back home all these years and we will continue to entertain and engage audiences with a unique blend of high-quality and innovative programming.”

     

    Speaking about &TV’s launch in the UK, Goenka said, “&TV will offer a more substantial viewing experience to an audience that is always seeking fresh and relevant content. We are certain that with the launch of &TV, we will capitalize on further such opportunities to build a robust entertainment bouquet and march ahead towards achieving the global ambitions set for the company. Finally, we are so proud to be working with Shah Rukh Khan on our flagship show India Poochega – Sabse Shaana Kaun. Mr Khan has poured his heart and soul into the show and we know it will bring great joy to our European audiences.”

     

    Zee Europe CEO Neeraj Dhingra added, “Zee TV has been a pioneer in bringing great Asian entertainment to the UK and fostering the cultural ties with India. We are certain that with the launch of the contemporary channel &TV, these ties will strengthen. The channel promises multi-dimensional content and a strong line-up of entertainment and reality shows, and we are beyond excited to have Khan as the host of our flagship entertainment programme. We are certain that the audience will enjoy seeing a different side of their superstar.”

     

    &TV unveiled a range of its weekday programming at the event namely Razia Sultan, Begusarai, Gangaa, Bhabi Ji Ghar Par Hai and Bhaghyalakshmi. The channel’s weekend shows include Killer Karaoke – Atka Toh Latkah and Tujhse Naaraz Nahi Zindagi.

  • Zindagi weaves Pakistani love story around partition

    Zindagi weaves Pakistani love story around partition

    NEW DELHI: Zindagi, the entertainment channel from the Zee stable, plans to make original programmes in India during the coming year and may also make some programmes, which have a combination of Indian and Pakistani artistes.

     

    Zindagi channel business head Priyanka Datta stressed that every serial has its own priority market and that the marketing budgets for this channel were comparable to any other general entertainment channel (GEC).

     

    Speaking to Indiantelevision.com, Datta said that Zindagi was being touted as the only Hindi premium channel as it got the same kind of ratings that English TV channels get and no Hindi channel in the general entertainment channel commanded those ratings.

     

    Datta claimed that social media and digital platforms are being used actively to market the channel, which has a large following through mails and Twitter.

     

    Speaking on the sidelines of the new series Waqt Ne Kiya Kya Haseen Sitam launch, which commenced on 23 March, she said that the series based on a Pakistani novel had been telecast on Pakistan Television in 2010 but Zee TV had acquired its rights for Zindagi. The new offering will be telecast every Monday to Friday, 8 pm onwards. 
     

     

    Since it is the only series on Zindagi based on the partition of the country, she said certain changes had been made to neutralize the depiction of partition-related scenes to ensure that it did not hurt the sensibilities of people on either side of the border. Datta also stressed that the series was primarily a love story and there was no unnecessary emphasis on partition and its aftermath. The research that had gone into the series also showed realism. 

     

    Denying the fact that the channel was popular only in north India because of its content, Datta said that it was popular not only all over India but was also seen in neighbouring countries including Pakistan.

     

    “Showcasing stories that bind hearts is our aim with every show that we launch on Zindagi. Very few television shows have the enduring impact of Waqt Ne Kiya Kya Haseen Sitam. The show has beautifully dealt with the intricate emotions of love and separation and the poignancy showcased in the drama resonates even today. It is a never-seen-before portrayal of the essence of true love and we are sure that our audiences will enjoy it,” she said.

     

    Set in the 1940s, it is a heart-wrenching love story that depicts the myriad emotions that people went through then and how love triumphed amongst them all.

     

    Karachi based director Haissam Hussaim said love was a universal language and this series had also attempted to show this. Borders do not dilute this sentiment, he added. 

     

    Hussaim said that he had met the author of the novel ‘Bano’ and also done some research on his own. The author had told him that the story was partly based on experiences of some persons close to her, and partly fictionalized.   

     

    He said people needed to educate themselves so as not to be so intolerant.

     

    Lahore based actor Ahsan Khan said all the cast members were asked to read the novel before the series was made.

     

    Khan said, “I play the character of Bano’s brother Saleem, who believes that the nation should not be divided. I think the reason this show was a huge hit was because each and every character in the show has been very well defined and equal care was taken while casting and that is what did justice to this beautiful story. It’s a story that depicts myriad emotions that people went through then and how love triumphed amongst them all.”

     

    Waqt Ne Kiya Kya Haseen Sitam marks the return of Fawad Khan, who is paired opposite Sanam Baloch essaying the role of Bano. It also features an ensemble of legendary and popular actors including Samina Peerzada, Ahsan Khan, Saba Qamar and Mehreen Raheal amongst a host of others.

  • Sony ushers in new programming with ‘Dil Ki Baatein’

    Sony ushers in new programming with ‘Dil Ki Baatein’

    MUMBAI: It has been struggling to regain lost ground in the Hindi general entertainment space for quite some time now. But, undeterred, the MulitScreen Media owned Sony Entertainment Television is taking another shot at attracting hordes of viewers to its prime time fare. In its first step towards that, the channel has launched a show called Dil Ki Baatein starring the popular TV actor Ram Kapoor in the lead. 

     

    “Sony has always prided in telecasting innovative shows. In the next 100 days we will be launching five new shows with interesting concepts as we believe there is an audience out there that exists for such content,” says SET senior executive vice president and business head Nachiket Pantvaidya.

     

    Dil Ki Baatein will be Kapoor’s come back to TV. He will be seen opposite Gurdeep Kohli. The show also stars Pankaj Dheer as Kohli’s father, whereas Mahima Makhwana and Ratna Shinde will essay the roles of the couple’s daughter and son respectively. 

     

    Dil Ki Baatein has been helmed by filmmaker Mahesh Bhatt and SET together. Sony took note of Bhatt’s narration about the concept a year and half ago.

     

    Talking about the concept of the show, SET senior vice president and marketing head Gaurav Seth says, “It is an unusual love story that brings out the struggle and various emotions of the family to the fore. It questions how far one can go for a loved one and to what extent? The show explores the complexities of human relationships and one’s emotional downfall when fate intervenes.”

     

    According to Seth, the biggest USP of the series is the role essayed by Kapoor. He will be portraying the role of a supportive husband to his cancer stricken wife, who faces a blood cancer relapse after two years. The programme has been produced by Guroudev Bhalla and Dhaval Gada from Bhatt’s production house, which also produced the show Udaan for Sony previously.

     

    “We have shot five different promos where Ram Kapoor is essaying a different role and emotion. In the first promo, for instance, he is seen conversing with God about his problems,” informs Seth.

     

    The promo was first launched on digital media, where along with active engagements from fan clubs, it trended at the top spot for five to 10 minutes. “For the first time, the promo itself registered one million views on YouTube,” says Seth.

     

    A robust marketing campaign has been planned across 35 Indian cities along with active OOH campaigns. Seth informs that the communication showing Kapoor along with a bald headed Kohli, has generated the necessary buzz. It has also generated 21 crore digital impression so far across various social media platforms. On Twitter, SET invited reactions from fans of how far would fans go for their loved ones.

     

    The show has LIC as the presenting sponsor and advertisers such as Otriven, Cadbury, KFC, Samsung Galaxy among others on board.

     

    Dil Ki Baatein, which went on air on 23 March, will be telecast from Monday to Thursday at 9:30 pm on Sony.