Over six months after Sony Entertainment Television went for a relaunch with a programming rejig, the channel's GRPs have been almost doubled (180 last week).
The channel has made regular investments to beef up programming - the latest one being their tie-up with Yashraj Films, wherein the much popular banner in film production is making television content for the channel. Titled YRF Television, it's currently producing one non-fiction and four fiction shows. The bouquet is mixed in genre. The non-fiction show, Lift Kara De is hosted by Karan Johar and features a well-known Bollywood star, alongwith his / her biggest fan in each week. The fiction line-up includes Mahi Way, Rishta.com, Seven and Powder all ranging between romantic comedy, mythology and underworld drama.
There has been considerable interest in how Yashraj would approach their TV foray - would they follow the picture postcard stereotype they're known for, or would they adorn the new slick 'Chak De' avatar of the family owned entertainment company. There's been agreement on one thing though - production values would be high, since YRF has arguably the best studio and technical facilities for filming in the country.
What do you think of this new line-up of shows from Sony? Has Yashraj served up something different for television viewers? Or is it simply a case of old wine in a new bottle?
Share your thoughts. Write to [email protected] or simply use the comments section below.
Internet Question: What do you think of the new Yashraj shows on Sony?
Over six months after Sony Entertainment Television went for a relaunch with a programming rejig, the channel's GRPs have been almost doubled (180 last week).
Top news, insights and analysis every weekday
Sign up for Campaign Bulletins
Most Read
Just Published
Marriott’s winning formula: Merging culture, ...
Its VP marketing—South Asia, Khushnooma Kapadia, dishes out the brand’s savvy marketing moves and how it taps into diverse audiences across India and beyond.
Zepto campaigns to make Soan Papdi great again
The quick commerce platform has made the much-mocked Diwali sweet its official come back officer bang in time for the festive season.
X drops Unilever from advertising boycott lawsuit
New ad partnership leads to worries about powerful companies giving into Elon Musk’s ‘bullying’ tactics under pressure and potentially setting a troubling precedent.
Media inflation in India to rise by 9.6% in 2026: WFA
This might be a brutal hit for brands vying for attention in a fiercely competitive market.