Sony rejigs show timings to slot in 'Kyaa Hua Tera Vaada'

The new daily soap will go on air from January 30, and the channel has introduced some changes in its current programming schedule to fit it in

Surbhi Chawla | Delhi | January 25, 2012

Sony Entertainment Television is all set to launch their new show 'Kyaa Hua Tera Vaada' from January 30, 2012. With this show, Mona Singh will be making a comeback to daily soaps and will be paired opposite Pawan Shankar. The show will be aired in the 10 PM slot just before 'Bade Achhe Lagte Hain', which will continue to occupy the 10:30 PM slot.  Interestingly, both these shows are produced by Balaji Telefilms.

Talking about the new introduction in the programme lineup, Danish Khan, Senior VP & Head of Marketing at SET, said, “Kyaa Hua Tera Vaada is another big show for us at Sony. It's also a show that will appeal to broad audience base. It is based on a very fresh subject as it is a story of a married couple with three growing children and traces the rise and fall of love and togetherness in a typical Indian married couple.”

However, this is not the only change that the channel has planned for its viewers starting January 30. To be able to accommodate this new serial, its existing shows 'Kuch to Log Kahenge' and 'Dekha Ek Khwaad' will be reduced to the usual half-hour duration and will be aired at 8 PM and 8:30 PM, respectively. Also, 'Saas Bina Sasuraal', which is currently being aired at 10 PM, will shift to 9 PM.

When we quizzed Khan in regard to how the channel is communicating the timing changes, he answered, “We are pretty aggressive about communicating about the new show that will be coming up as well as the timing changes to our viewers. All these shows are for a broad audience base and with the kind of communication plans that we have in place, I think people will be able to settle in with the new timing.”

The frequency of communication will increase in the coming five days with an additional number of TV and radio slots being deployed to talk about the reshuffle of the shows. Also, use of OOH media would also help in reinforcing the message.

Surbhi@BestMediaInfo.com

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