Sony TV overhauls primetime programmes

In a response its marketing research, Sony Entertainment Television Asia has announced a string of changes to its primetime schedule line-up.

With immediate effect, ‘Babul Ka Aangan Chootey Na’, which is performing well, has been pushed to an earlier slot moving from 22:00 to 21:30. ‘Amber Dhara’ on the other hand has moved from 21:30 to 20:30. The weakest performer ‘Tujhko Hai Salaam Zindgi’, which launched with much fanfare last year, is being relegated to the 22:00 slot. Incidentally, the show is being axed at the end of this month.

SET creative head Sanjay Upadhyay said: “This shuffling is a corrective measure taken in the channel’s interests. We want to exercise the best possibility to enhance viewership, and that’s why we cited a market research.”

“These changes were made in an attempt to streamline the shows in a pattern so that viewers get a variety of shows at a stretch. However, Kuch Is Tara, which has so far done well for the channel and has become quite popular, stays constant at the 21:00 slot”, informed Upadhyay.