ITV

Tag: Ekk Nayi Pehchaan

  • Zee TV, SET celebrate Mothers’ Day

    Zee TV, SET celebrate Mothers’ Day

    MUMBAI: Year after year, Mothers’ Day is celebrated with such fervour worldwide that it would make even Julia Ward Howe and Anna Jervis – the two women who started the tradition – proud.

    Like every year, television channels are busy paying tribute to every “mother” in our lives. One such is Zee TV, which is celebrating Mothers’ Day throughout the week.

    Monday onward, a special Mothers’ Day track will be introduced in one of the channel’s properties, Aur Pyaar Ho Gaya. In DID Li’l Masters, participants will steal a moment and do something special to express their gratitude towards their mothers. So much so, during the shoot, masters Ahmed Khan and Geeta Kapoor became very emotional. Ahmed said that his family still celebrates his mother’s birthday with great gusto while Geeta said that till date, her mother’s arms are the safest place on earth to find solace.

    The DID ‘Mother’s Day’ special episode will be aired on Sunday where all the skippers, masters and contestants will express their love and appreciation by saying a special thanks to their mothers and acknowledging their unconditional support and warmth throughout their life.

    “We had an opportunity to introduce a beautiful small track in Aur Pyaar Ho Gaya and also get in a few other characters into the show. In DID Lil Masters, kids are performing and the mothers are very proud of them, so we thought why not grab this opportunity and celebrate,” says Zee TV programming head Namit Sharma. “It was a fairly organic opportunity that allowed us to organically do this beautifully.”

    This Mother’s Day, fans of Sony Entertainment Television’s Ekk Nayi Pehchaan will be bombarded with a surprise. The viewers will witness a double bonanza of entertainment and excitement. There will be a special track showing how Karan and Latika make Sharda’s day special in the most unexpected way.

    The leader in the GEC space, Star Plus, may not be celebrating the occasion with on-air programming, but the channel is using the digital space to engage its viewers. On the official Facebook page, reel time mothers will be receiving messages from their children. So Akshara from Yeh Rishta will receive a special message from her son, Ishita’s daughter Ruhi from Yeh Hai Mohabbatein expresses her love for Ishita and Ratan and her daughter Veera will share space on the Facebook page of the channel.  On twitter, conversations are happening on a daily basis; posts are tweeted and re-tweeted by using the hashtag #MyMomMyStar.

     

  • Sony’s ‘Mahotsav’ to engage with its TG

    Sony’s ‘Mahotsav’ to engage with its TG

    MUMBAI: The last few years haven’t been very kind to Sony Entertainment Television (SET), at least in terms of weekly TAM ratings, but that hasn’t stopped the channel from making all the right noises in recent months.

     

    On the back of NP Singh’s elevation from COO to CEO and Man Jit Singh’s appointment as president of Sony Pictures Home Entertainment (SPHE) comes ‘Sony Mahotsav’, an engagement extravaganza launched by the channel to get up, close and personal with its audiences in Uttar Pradesh, Punjab and Haryana. Having started in November last year, the festival will continue till the end of this month, both gratifying and exposing audiences to the opportunity of understanding the 17-year-old brand.

     

    Says SET senior VP and head marketing Gaurav Seth: “This extravaganza has been organised to take the experience of Sony to our audiences in UP, Punjab and Haryana. UP and Punjab are critical markets for us. Through the show, we have realised that even if the channels’ reach and viewership doesn’t reflect in the TV ratings, there is a huge section that wants and desires the shows aired on it.”

     

    SET has already covered Varanasi, Kanpur, Lucknow, Allahabad, Agra, Meerut and Dehradun in UP and plans to cover Punjab and Haryana’s top nine markets including Bathinda, Abohar, Batala, Yamuna Nagar, Kaithal, Jind, Rohtak, Jalandar and Bhiwani.

     

    “We are covering cities in UP which have a population of one million plus, while cities in Punjab and Haryana which are being covered have a population of a 0.1-1 million,” informs Seth.     

     

    With ‘Sony Mahotsav’ held on Sundays, he goes on to explain how it works. “We reach the destination one week in advance and start promoting the festival through radio stations, local cable channels and print. We also rope in a few local people, who inform the residents through word of mouth. Then, we take up a huge ground and set up stalls which showcase the colours of the channel,” he informs.

     

    What can one expect from the fest? It gives audiences an opportunity to interact with their favourite characters from Sony’s shows and serials. Indeed, popular faces like Anoop Soni, Sangeeta Ghosh and Ruslaan Mumtaaz among others have been roped in to engage with the audience.

     

    Elaborates Seth: “There are separate stalls. So, we have a Nandini stall inspired by the show ‘Nandini’ based on the political scenario. On offer are activities like voting for the best couple or best show on the channel.” In a similar vein, there is a Maharana Pratap museum where spectators can dress up like the Maharana; a Kaun Banega Crorepati stall where people can pose alongside show host Amitabh Bachchan; an Indian Idol stall where fans can take to karaoke singing; and a Boogie Woogie stall where fans can groove to foot-tapping music. “There is something for everyone. We have also set up a workshop for women to teach them self defence, which is inspired by our shows CID and Crime Patrol,” says Seth.

     

    Also, spectators can view five to seven minute clips of shows aired on Sony during the day. “The idea is to ensure that people who have somehow missed the shows so far can be informed what the shows are about and can start watching it here on,” Seth informs.

     

    While the sponsor for ‘Sony Mahotsav’ in UP and Punjab is Kent RO, the music talent partner for the state is Universal Music. “We have also partnered with major radio stations in the state. So for UP, we roped in Radio Mirchi and Big FM for promotions. Also, we partnered with local cable operators to distribute the free-of-cost entry passes for the event,” reveals Seth.

     

    Sony has made a ‘sizeable’ investment in the festival and though it has conducted similar such events in the past, they’ve never been on such a large scale.

     

    The channel claims to have got a capacity crowd in every city of UP it has covered so far. “Though the numbers do not suggest the popularity of the brand, the crowd did show the love for the brand,” exults Seth, adding, “Looking at the response, we may conduct such events in other states as well.”

     

    So has a mammoth exercise like ‘Sony Mahotsav’ succeeded in boosting viewership? “We haven’t done any ROI till now. That will be done once the whole activity is complete. Once this is done, we will get an idea of the increase in viewership and reach numbers,” says Seth.

     

    And ‘Sony Mahotsav’ isn’t all. Recently, the channel launched two new shows as well – Ekk Nayi Pehchaan and Main Na Bhoolungi. Whether all of this reflects on the ratings, only time will tell…