Sony plans big Friday with new show block

Sony Entertainment Television is focussing on consolidating its Friday line-up new block, called Shkra Hai... Shukravaar Hai, from 8 pm to 11:30 pm, from March 10. The block will comprise four shows, with two new shows being launched.

The Friday block will begin with Deal Ya No Deal, the reality show hosted by Mandira Bedi.

This will be followed by Fear Factor, an action-reality format that requires participants to confront their primal fears. The Friday block will also see Sony's flagship show, CID, going episodic, i.e. a new case will be solved every Friday.

Sony will also be beaming at 11 pm on Fridays a gossip show, produced by Balaji Telefilms, which is being positioned as a fast, peppy and spicy show enabling viewers to get a sneak peek into the lives of celebrities and stars.

N P Singh, COO, SET India, said, "The new Friday line-up is our continued effort to give the viewers variety viewing across all genres of entertainment."

Singh also said the Friday block is the channel's first step towards consolidating its position as number two. Going forward, the channel will launch close to five-six shows in the next four months. On the channel's poor performance, Singh said it is just a temporary phase and is an outcome of all seasonal programming finals, referring to Zee's Sa Re Ga Ma Pa.

Also, after the recent exit of executive vice-president (programming) Tarun Kaital, Singh said he would oversee programming, along with the team of creative directors.

With this launch of the Friday line-up, Kudkudiya House No. 43 (8:30 pm) and Crime Patrol (10:30 pm) would come to an end. The programming strategy, according to Singh, will be focused on Fridays as well as consolidation of prime-time shows and the afternoon band.

Other shows Sony is scheduled to launch through the year are the Indian versions of Extreme Makeover and Big Brother.

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