The channel has a good blend of genres in its programming, including fiction, mythology, comedy and crime. With this show, the channel produces a total of 4.5 hours of original programming and its prime time is now from 7 pm - 11:30 pm
BestMediaInfo Bureau | Mumbai | March 16, 2017
Sony Entertainment Television launched its new prime time fiction show 'Yeh Moh Moh Ke Dhaage', which will be aired from March 21 at 7 pm. The show replaces the repeat telecast of Crime Patrol, which is currently aired during that time.
The idea behind extending the prime time is to tap a larger audience in smaller towns who are in front of their television sets at 7 pm.
Danish Khan, EVP and Business Head, Sony Entertainment Television, said, "When you create original programming, there will be a different set of audience and we are hoping the repeat telecast viewers will watch this show."
The show is set against the backdrop of two different people of two different generations in Ahmedabad in Gujarat.
The show already has one presenting sponsor, Chings noodles, and two powered by sponsors, Dollar Missy and Cornetto Red Velvet. The show will have more associate sponsors.
The show marks the production debut of Saba Mumtaz on the channel. Mumtaz is a popular Hindi television writer and producer. She is known for her shows like Yeh Rishta Kya Kehlata Hai on Star Plus, Raziya Sultan on &TV and many more. Mumtaz expects the show to be the number one for the channel. The show will not be a finite series.
On her expectations from the show, Mumtaz said, "Sony has opened up the 7 pm time slot with this show and we expect to do well. Other channels already have shows like Saathiya in that slot, which are already doing well and we hope so too."
Mumtaz said, "The channel and I share the thought that differentiated characters make a show shine. Hence we came together to craft memorable characters in remarkable situations and the culmination of which is Yeh Moh Moh Ke Dhaage. We have tried to bring alive the colours, culture and quirks of Gujarat."
The shows name has come from a popular song Yeh Moh Moh Ke Dhaage and the channel has brought the rights from Yash Raj Studios for it.
The channel has already begun a 360 marketing campaign, including television media, digital, radio and outdoor.
Ashish Golwalkar, Senior Creative Director, Sony Entertainment Television, said, "We have always portrayed complex relationships between couples in our shows. Be it work-in-progress relationship between Dev and Sonakshi in Kuch Rang Pyaar Ke Aise Bhi or Priya and Ram discovering love after marriage in Bade Achhe Lagte Hai. Yeh Moh Moh Ke Dhaage will explore one such unique relationship between the leads. With this show, we are opening the 7 pm time-band for the first time on our channel."
The early prime time began with the launch of Peshwa Bajirao at 7:30 pm. With Yeh Moh Moh Ke Dhaage, the new prime time is now 7 pm. In the coming months, the channel will extend its prime time from 7 pm to 6:30 pm and 6 pm. The channel currently has enough programming for its other shows like CID and Crime Patrol and are thinking of another season of Adaalat.
The channel currently has a good blend of genres in its programming, including fiction, mythology, comedy and crime. With this show, the channel produces a total of 4.5 hours of original programming and its prime time is now from 7 pm - 11:30 pm.