Sony fixes YRF at 8-10 pm, firms up time slots


(19 December 2009 8:00 pm)

MUMBAI: Sony Entertainment Television (Set) is all set to firm up its 8-10 pm band in the weekend slot (Friday-Sunday) with five new shows from the Yash Raj Films stable.

Starting 1 January, the channel will air the one-hour non-fiction show Lift Kara De on Fridays and Saturdays at 8 pm. Hosted by Karan Johar, the title sponsor for the property is Neutrogena.

Seven, with Tata Photon as its title sponsor, will air every Friday at 9 pm.

Sponsored by Good Knight, Mahi Way will debut on 2 January and will be telecast every Saturday at 9 pm., which has roped in Alpenliebe as its title sponsor, debuts on 3 January to air every Sunday at 8 pm.

The fifth property, Powder, will launch on 3 January with Head and Shoulders as the title sponsor. It will be telecast every Sunday at 9 pm.

YRF TV will replace the channel's big ticket dance reality show Dance Premier League, which concludes on 26 December.

Meanwhile, the channel, which airs movie and events on Sundays at 8 pm, is yet to decide on the new timings for the movie band. "We will either air the movies before 8 pm or after 10 pm," says a source in the channel.

As part of its marketing initiative, Sony is pumping in Rs 150 million to market the new shows. The promotional activities will remain high across 17 cities in India. The channel has booked around 5000 TV spots across 19 television channels and has also occupied significant space on all major radio stations.

As part of its out-of-home initiative, Set has booked around 1,500 outdoor sites. Divided into three phases, the third phase of the OOH campaign will kick off on 21 December to involve promotion of each of the five properties. While the first phase had hoardings that stated, "1st January 2010, Television in India will turn Red", the second phase, currently on, features the logo of YRF and Sony TV together.

Meanwhile, Sony expects to generate a huge revenue inlet through the YRF TV action on the channel. According to a source in Sony, Set has priced a 10-second ad spot for the non-fiction show at Rs 400, 000 and Rs 100,000 for the fiction shows.