Summer of Indian television

It's that time of the year when taking a vacation and then going off on a holiday becomes the hot topic of the season. For those who can't spare any break and wish to turn to television for entertainment, there's a lot happening on Indian television channels.

Almost all channels including Star Plus, Star One, SAB, Sony, Sahara One, Cartoon Network and Pogo are going the whole hog to involve their viewers with a variety of summer programmes. Each of these channels has carefully earmarked its summer viewership with a specific programming mix for weekdays and weekends.

Star Plus will build its weekends with historical dramas, mythological and comedy soaps like Prithviraj Chauhan, Sai Baba and Baa, Bahu Aur Baby.

"Post Kaun Banega Crorepati II, we had enough weekend viewership but no solid programme to replace it. Now we have decided to build a family entertainment block on weekends for this season," says Puneet Johar, senior VP (marketing) Star India.

What's more, the channel will air blockbuster Bollywood movies on weekends. Star is banking on its big budget serial Prithviraj Chauhan starring actor Jas Arora to gratify viewers .

Meanwhile, Star One will continue its focus on Friday with programmes like Laughter Challenge II, Mano Ya Na Mano, Jet Set Go and Don.

"We have an eclectic mix of programmes and though not much will change in the schedule, film screenings and events on weekends will be packaged," strategises Johar.

Zee TV is not planning anything special for the weekends. "We have had a good innings with Bollywood movies on weekends and see no reason to change that. What we will offer are better films to keep audiences glued to our channel," says Ashwini Yardi, programming head, Zee Telefilms.

The Zee camp has launched some of its biggest projects like Business Baazigar and a soap called Jab Love Hua, both of which have replaced the earlier programmes Rabba Ishq Na Hove and Sarrkkar.

"Business Baazigar is slowly rising on the popularity scales," admits Yardi, who remains unfazed by the strategic summer programming exercise undertaken by the rival channels. Zee will air the finale of Ek Mein Aur Ek Tu, a talent hunt show continuing from where Sa Re Ga Ma Pa Challenge 2005 had concluded.

Gunning for the reality genre is Zee Cafe that started its reality show The Cut yesterday. Hosted by fashion label Tommy Hilfiger, the show is set to attract youngsters. The channel is also launching Comedy INC and new seasons of shows like Will & Grace and Caroline in the City.

Meanwhile, Sony is making concerted efforts to showcase a complete package for prime time viewing. Building up the afternoon band for women and kids, the channel will launch Nayi Dopahar and run shows run from noon to 3 pm.

With an eye on afternoon viewership, two new soaps "" Kabhi To Nazar Milao and Rishton Ki Dor have been planned while repeat telecasts of some popular serials will take care of the 12 pm-1 pm and 2 pm- 3 pm slots.

This afternoon block will commence from May 15 while the channel will build up its weekdays with an eclectic mix of programmes including a horror show, Khaufnak, that has already replaced the popular Jassi Jaisi Koi Nahin that concluded last week. Post Indian Idol II, Sony has lost ground on the reality terrain with only Fear Factor representing the genre.

While comedy shows have worked exceedingly well for Star One, SAB TV is also looking at the genre for its summer package. Starting May 15, we will see the new serial Twinkle Beauty Parlour on primetime television. Teasers and media attention have fuelled audience curiosity and now one needs to see if the serial can live up to the hype generated around it.

On Sahara One, Purnendu Bose, COO, promises a delightful punch of Bollywood this summer. "We have got exclusive rights to air world tours of actors like Salman Khan and Mallika Sherawat. We will continue to showcase more musical concerts and events on weekends," he says, adding that the channel would not rejig its programming schedule for the summer.

"We have a strong viewership of women and kids and our programmes will centre around themes that click with them," he states. The channel begins the season with the launch of a kids' special in evenings followed by a game show for women, Sirf Ek Minute Mein.

Well, the ball does not quite stop at general entertainment channels only. Cartoon Network and Pogo are also vying for attention on weekday and weekend prime time bands.

Summer entertainment from Pogo includes the premiere of the Harry Potter series with Harry Potter and The Chamber of Secrets. On the other hand, Cartoon Network begins Vikram Aur Betaal, which is another one of its local productions for Indian viewers.

Pogo is also planning films like Chitti Chitti Bang Bang coupled with shows like MAD (Music, Art and Dance) and BAM! BAM! BAM! Gir Pade Hum that premiers this June.

With so much to watch, it looks as though summer TV, like the heat, has set in.