Sony revamps primetime with two new shows

Premiering on February 29, Kuch Rang Pyar Ke Aise Bhi and Ek Duje Ke Vaaste will take 9.30 PM and 10 PM slots on weekdays respectively

BestMediaInfo Bureau
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Sony revamps primetime with two new shows

Sony revamps primetime with two new shows

Premiering on February 29, Kuch Rang Pyar Ke Aise Bhi and Ek Duje Ke Vaaste will take 9.30 PM and 10 PM slots on weekdays respectively

BestMediaInfo Bureau | Mumbai | February 23, 2016


Sony Entertainment Television is set to regale its audience with the launch of two new shows 'Kuch Rang Pyar Ke Aise Bhi' and 'Ek Duje Ke Vaaste'. The shows will air every Monday to Friday at 9.30 PM and 10 PM respectively from February 29.

These shows will replace Power Couple at the 10 PM slot and 'Pyar Ko Ho Jaane Ho' slot which was vacant at the 9.30 PM slot. The channel intends to have a shorter and powerful season for both the shows. Both the shows target the youth and will be finite.

NP Singh NP Singh

NP Singh, CEO, Sony Pictures Network, said, “With these new shows and our fiction and non-fiction line up for the next six months, we intend to be in the top three most viewed channels in the space.”

Danish Khan Danish Khan

Commenting on the shows, Danish Khan, EVP and Business Head, Sony Entertainment Television, said, “'Kuch Rang Pyar Ke Aise Bhi' and 'Ek Duje Ke Vaste' are based on real life insights and their soul lies in the story and narration. While 'Kuch Rang Pyar Ke Aise Bhi' boasts of outstanding writers Mitali and Raghuveer, 'Ek Duje Ke Vaste' is being written by Dilip Jha who is known for the classic 'Bade Ache Lagte Hain'. We are thrilled to associate with Yash Patnaik and Dilip Jha for these two shows respectively.”

Elaborating on the marketing, Khan said, “We have spread our marketing over a period of time. We have a six week pre-launch marketing plan for both the shows and we will continue with our promotions after the launch of the show. That will go for more than a month. The mix will include our in-house television channels supported by outdoor and digital. Of which digital approximately comprises of 10-15% of the budgets, while television continues to have the major share.”

While Khan couldn't disclose exact marketing budgets, he mentioned that spends are as normal as they are for other programs. Both the shows are yet to sign title sponsors.

Produced by Beyond Dreams Production, Kuch Rang Pyar Ke Aise Bhi boasts a new age love story that deals with modern day intricacies of romantic relationships. The main cast stars Supriya Pilgaonkar, Shaheer Sheikh and Erica Fernandes.

The show explores the relationship of Dev and Sonakshi. Dev is a successful business tycoon who lives with his mother Ishwari and three sisters. Dev lost his father when he was eight years old. His mother Ishwari had to make a lot of sacrifices for the upbringing of her children and Dev owes everything to his mother with complete devotion. Sonakshi on the other hand, is a nutritionist and Ishwari happens to be her patient. How Dev and Sonakshi's relation unfolds, is something to look out for. This show is banking on the scale of their 25,000 square feet set.

Commenting on the new show, Yash Patnaik of Beyond Dreams Productions said, “I am thrilled to associate with Sony Entertainment Television for our new show Kuch Rang Pyar Ke Aise Bhi which is a modern take on love. Everyone who is in love will be able to relate to the show as the struggles are core to every romantic relationship and all couples go through these at some point in their lives. The pairing of Shaheer and Erica brings with it a lot of freshness to the show and will be loved by the audience.”

Produced by Bindu Productions, Ek Duje Ke Vaaste is a story of a young couple that explores the conflict between love and self-respect. This show casts Namik Paul and Nikita Dutta as main leads.

The story is of a young girl - Suman, who believes in being independent, has huge self-respect and runs her own small venture in Delhi. After her parents early demise, her grandparents, uncle and aunt raised her. This turns Suman into an independent woman within the boundaries of her home. There are only two unfinished chapters in her life; one is to repay the loan taken by her mother to earn her respect and the other is to mend her relationship with a long-lost childhood friend – Shravan. While Shravan's past experiences with women has made him a chauvinist by nature. What happens when the paths of these two individuals cross, forms the crux of the show.

Dilip Jha of Bindu Moving Images, writer and producer said, “Ek Duje Ke Vaste is an exceptional love story between two very different but strong individuals. It is a layered love story where two self-respecting people are neither able to tear away from each other nor accept that they love each other due to past and present differences. It has a touch of classic but with a contemporary narrative. I am extremely delighted with my collaboration with Sony Entertainment Television and I am sure Ek Duje Ke Vaste will create a magic on the Indian Television.”