Kaisa Yeh Pyaar Hai

India-Forums

   
Kaisa Yeh Pyaar Hai
Kaisa Yeh Pyaar Hai

Sony's Kaisa Ye Pyaar Hai to cut cross

ThE_kHan07 IF-Rockerz
ThE_kHan07
ThE_kHan07

Joined: 09 January 2005
Posts: 5769

Posted: 23 March 2005 at 5:52pm | IP Logged
Sony's 'Kaisa Ye Pyaar Hai' to cut across SECs
 
Indiantelevision.com Team
(23 March 2005 7:30 pm)
 

MUMBAI: Having drawn in new audiences with Indian Idol, Sony TV is now warming up to the task of retaining them.

An early prime time launch of a Balaji daily soap at the 8 pm band is eyeing a wide base audience across the social spectrum, away from the channel's traditional core segment of SEC ABC. Sony believes Indian Idol has generated a mass base for the channel which it can now hold on to with a first-ever romantic love story.

Sony which earlier defined their core TG as 18 - 24 years, SEC ABC has decided to expand their to core TG to SEC DE as well.

Kaisa Ye Pyaar Hai (KYPH), a first of such initiatives will hit the tube on 29 March at the 8 pm slot Mondays to Thursdays.

 

KYPH is a romantic tale of two distinctly different individuals which is laced with high ambitions, passion, conflicting values and the trials and tribulations of lovers. The key ingredient attributed by the channel is it's musical backdrop.

Why 8 PM?

Traditionally, the 8 pm slot has always targeted the younger TG's across general entertainment channels. Earlier, Sony had slotted Hum 2 Hain Na which aimed at luring younger audiences. Speaking to Indiantelevision.com, Sony creative director Gursheel Walia says, "The 8 pm slot has always been a very teeny boppy slot across channels. With KYPH, the effort is capitalise on that opportunity and broadbase audiences and viewership."

Also, this habit forming soap is placed with the strategy of creating a vertical funnel 8 pm onwards through primetime right upto 11 pm, and as a horizontal funnel throughout the week.

The channel officials also believe that this show will raise the bar for romance on TV, characterisation's being the biggest USP of the show.

Another interesting aspect is, that the show's male protagonist plays the Pop Idol. The 8 pm slot has been a difficult one for Sony in the last year as Hum 2 Hain Na did not really catch the fancy of viewers. The slot was delivering an average of 0.7 TVR in the Hindi speaking markets C&S 4+. As a warm up to the launch of KYPH, Abhijeet Ka Safar highlighting the Indian Idol's journey was showcased at the time slot.

 
< = =text/> < = src="/phpadsnew/adjs.php?n=832213401&what=zone:10&exclude=," =text/>
 

Throwing light on the same, SET EVP and business head Tarun Katial explains, " KYPH will give the much needed impetus to expand daily primetime; giving audiences a strong viewing option at 8 PM, funneling in that viewership into the existing daily line up and increasing stickiness on the channel. This show will add the romantic element to the diaspora of entertainment offered by the channel, across genres and concepts thus ensuring quality entertainment for every member of the family."

The idea essentially is to expand their prime time in the reverse. The 8:30 pm slot which is currently dominated by Star Plus' Kausauti Zindagi Kay cannot be touched. Although, the 8 pm slot is a fairly open slot in the current scenario. Pitted against Plus' Dekho Magar Pyaar Se, Sony does not seem to have such a tough task at hand.

On the marketing front SET vice-president marketing and communications Tushar Shah says, " The marketing effort will be to create the needed buzz with a robust, innovative and high impact 360 degree blitzkrieg to build awareness and viewership."

Is this a slow and steady move by Sony to conquer part by part or will the leader reinstate its dominance?

angel_10 IF-Dazzler
angel_10
angel_10

Joined: 29 May 2005
Posts: 2916

Posted: 14 April 2006 at 11:38am | IP Logged
Why 8 PM?

Traditionally, the 8 pm slot has always targeted the younger TG's across general entertainment channels. Earlier, Sony had slotted Hum 2 Hain Na which aimed at luring younger audiences. Speaking to Indiantelevision.com, Sony creative director Gursheel Walia says, "The 8 pm slot has always been a very teeny boppy slot across channels. With KYPH, the effort is capitalise on that opportunity and broadbase audiences and viewership."

I never knew that! Interesting!
ahtika Goldie
ahtika
ahtika

Joined: 18 May 2005
Posts: 1499

Posted: 14 April 2006 at 11:41am | IP Logged
thx 4 the info.... Clap
FanofAngad IF-Rockerz
FanofAngad
FanofAngad

Joined: 20 July 2005
Posts: 8462

Posted: 14 April 2006 at 11:42am | IP Logged
thanx
justchill Goldie
justchill
justchill

Joined: 02 July 2005
Posts: 2014

Posted: 14 April 2006 at 11:51am | IP Logged


Hey thanks for sharing,

But this is a very old article, Even before Kaisa started this article came.

love
Justchill
nshkry Senior Member
nshkry
nshkry

Joined: 02 February 2006
Posts: 353

Posted: 14 April 2006 at 1:20pm | IP Logged
WOw thats a good news also ....me Happy for KYPH
***jyotika*** Senior Member
***jyotika***
***jyotika***

Joined: 15 November 2004
Posts: 670

Posted: 14 April 2006 at 1:23pm | IP Logged
thanx for the info
namo IF-Dazzler
namo
namo

Joined: 28 September 2005
Posts: 3861

Posted: 14 April 2006 at 1:28pm | IP Logged
this article is too old ji LOL Tongue Embarrassed Embarrassed

Go to top

Related Topics

  Topics Author Replies Views Last Post
kulvadhu:Sonys tribute 2 Ekta -Article MM

Author: rashi85   Replies: 4   Views: 1076

rashi85 4 1076 27 December 2006 at 11:20am by Yeah
Kaisa Yeh Pyar Hai Kaisa Yeh Pyar Hai

Author: S H E H R O Z E   Replies: 9   Views: 2183

S H E H R O Z E 9 2183 07 October 2006 at 5:10pm by *nilz*
Sonys frekvens???

Author: kripa-fan   Replies: 1   Views: 351

kripa-fan 1 351 18 May 2006 at 12:46pm by aish2
KYPH cast perform in Sonys 10 Anniversary

2 3 4 5 6

Author: Angad_Kripa_200   Replies: 40   Views: 2595

Angad_Kripa_200 40 2595 25 October 2005 at 11:13pm by Xplicit_Desii
Kaisa Ye Kaisa Ye Pyaar Hai

2

Author: Nabihah   Replies: 11   Views: 1670

Nabihah 11 1670 07 October 2005 at 9:30pm by queenkumar

Forum Quick Jump

Forum Category / Channels
Forums

  • Please login to check your Last 10 Topics posted

Check these Celebrity also

Disclaimer: All Logos and Pictures of various Channels, Shows, Artistes, Media Houses, Companies, Brands etc. belong to their respective owners, and are used to merely visually identify the Channels, Shows, Companies, Brands, etc. to the viewer. Incase of any issue please contact the webmaster.

Popular Channels :
Star Plus | Zee TV | Sony TV | Colors TV | SAB TV | Life OK

Quick Links :
Top 100 TV Celebrities | Top 100 Bollywood Celebs | About Us | Contact Us | Advertise | Forum Index