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Devar replaces Tadka on IBN7

Bringing a new entertainment news bulletin with focus on television news, IBN7 will let go off their existing afternoon primetime show Tadka

BestMediaInfo Bureau | Mumbai | May 19, 2016

BTDD

With an aim to have an extensive coverage of television entertainment on the channel, IBN7 has brought in a new show on their afternoon prime time slot replacing their existing entertainment show Tadka. The new show titled ‘Bhabhi Tera Devar Deewana’ will have news snippets from the television entertainment sector only.

The earlier show, Tadka, had a mix of Bollywood and television news, majority being Bollywood. After the launch of the new show on Monday, May 23, the channel will accommodate major Bollywood news in their regular news bulletins, while the new show will have complete focus on television.

A new editorial team has been formed for the upcoming show. While the channel has claimed a lot of novel things to come up in the show, a major differentiator will be the male host. All the Hindi news channels have a dedicated show for the segment with a female host and female skew.

The new show will directly compete at the 2.30 PM slot with Saas Bahu Saazish on ABP News, Saas Bahu aur Betiyaan on AajTak and Saas Bahu aur Suspense on India TV amongst others. However, BTDD is slated at 2 pm, which gives it an upper hand to create stickiness in the initial half hour.

Sumit Awasthi Sumit Awasthi

Sumit Awasthi, Deputy Managing Editor, IBN7, said, “The TV shows are equally enjoyed by the male audiences and we didn’t want to make it completely women centric. We feel that the point of view of men should also be conceptualised and shown. All shows on competition channels look the same, remove the logo and there’s no change. We wanted to disrupt this.”

Along with the change in look and feel of the show, the content will be different and selected distinctly. Awasthi explained how the brief given to the reporting team was to especially look at different angles that a news can be covered. “While we have taken insight from the male viewership to the shows, we are catering to the family audiences. Every viewer is equally important to us and we are targeting both genders and all age groups.”

The channel will treat the new show as one of their premium properties. On the removal of Bollywood content, Awasthi said that the channel hasn’t really thought about a new show on Bollywood especially. There is a show for movie reviews, Masand ki Pasand. The channel is looking at a major shift to happen from non-TV viewing males to the afternoon slot.

The channel has been promoting the show through promos for last three weeks. The promos have yet not shown the face of the anchor and the channel is playing big on the show’s host. The network syndication will be used for promotions, along with digital and on-ground.

“We might also see integration of our ‘Devar’ into the storylines of the already running shows on the lead channels,” said Awasthi.

Info@BestMediaInfo.com

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