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ETV Gujarati to reposition with 'Dil Thi Gujarati' theme from Nov. 3

The repositioning aims to put the channel into the GEC category and will include a line-up of six new shows in the comedy genre

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ETV Gujarati to reposition with 'Dil Thi Gujarati' theme from Nov. 3

ETV Gujarati to reposition with 'Dil Thi Gujarati' theme from Nov. 3

The repositioning aims to put the channel into the GEC category and will include a line-up of six new shows in the comedy genre

Sarmistha Neogy | Mumbai | October 31, 2014

ETV-Gujarati

This festive season there is good news for the people of Gujarat as they will get their first Gujarati general entertainment channel (GEC) starting November 3, 2014, with the repositioning of ETV Gujarati. The channel will unveil a new programming line-up with its 'Dil Thi Gujarati' motto which will mirror the essence of the fun-loving Gujarati. There will be six new shows, with four fiction shows and two in the non-fiction category. All of these shows are in the comedy genre, but each will be different from the other.

Anuj Poddar Anuj Poddar

Commenting on the channel's repositioning strategy, Anuj Poddar - Executive VP, Viacom18 and Business Head – ETV Gujarati, said, “Gujarati families are usually well-knit and fun-loving; therefore our attempt was to create content which cuts through all age groups. Even though the primary target audience is women, males will also form an important part of the viewership pie. Currently, there are six Gujarati channels, but none of them falls under the bracket of GEC. Our aim was thus to gift the Gujarati people with something which would add to their happiness.”

Poddar said about the programming strategy, “The channel's primetime would be from 7 PM to 10 PM during which we will be airing our new shows. The repeat ratio of the programmes is quite high for people to have an option to view the shows whenever they want. We won't be competing with the vast Hindi GEC space, but our attempt would be to force the viewers to change their habits. As, once it becomes a habit, your job is done. Our challenge would be, given that we are an underdog in the GEC category, to gradually ride the curve.”

Talking about the programming line-up, Sanjay Upadhyay, Programming Head, ETV Gujarati, said, “We have partnered with industry heavyweights and some of the finest production houses to showcase a line-up that is contemporary, fresh and one that would appeal to those who are 'Dil Thi Gujarati'. Through our bouquet of shows, ETV Gujarati will also present a mix of veteran artists who have won hearts nationally across theatre, films and Hindi television as well as fresh talent that is organic while being true to the nature of Gujarat.”

The new fiction properties of the channel are 'Patithayo Pati Gayo' which is a hilarious take on a husband torn between two wives. '1760 Sasumaa' is a supersonic comedy that highlights a unique relationship between the mother-in-law and daughter-in-law. 'Aa Family Comedy Che' is a tale of two rival families, and this rib-tickling comedy depicts a clash of personalities and families. 'Kanho Banyo Common Man' is a parody on Lord Krishna's earthly trials and tribulations.

The non-fiction group will have 'Hirjini Marji' which is a spoof based stand-up comedy show featuring comic veteran Vrajesh Hirjee, who is both the producer and anchor of the show, and 'Daily Bonus' will see the crew travelling to different localities and engaging with the people in various fun games for which they will be rewarded. There will also be two popular old cookery shows which will continue on the channel.

The channel has roped in popular faces like Ketki Dave, Vrajesh Hirjee, Krishna Gokani and Sanjay Gordia. It has also partnered with top production houses to deliver the best to its viewers and stand up to their expectations.

ETV Gujarati has a well chalked out 360-degree marketing plan that will involve TV, radio, cinema, cable, digital, outdoor and ground activations across all major cities in Gujarat. The campaign that will run for a period of about two weeks will see intensive visibility through billboards, bus panels and auto rickshaws across the state.

A channel anthem has been created with popular Gujarati faces and is being run on the channel and also on cross channels. Gujarati heroes, politicians, religious leaders and cricketers have given bytes on 'What it means to be a Gujarati?' and it is running on the channel.

Info@BestMediaInfo.com

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