Sony ropes in Balaji to produce three shows

In order to regain its market share among general entertainment channels, Sony Entertainment Television India (SET India) has decided to take a safe bet by signing up Ekta Kapoor-promoted Balaji Telefilms to produce three shows for the broadcaster.

Currently, Sony does not have any Balaji-produced soap running on its channel.

Rohit Gupta, president-network sales and revenue management, licensing and telephony, SET India, said, "We have roped in Balaji Telefilms to produce three soaps for the channel."

The serials will be aired during prime time by September-end or by October first week. Most advertisers get active during the third quarter since it being festival time and good programming gives boost to advertisement revenues, according to Gupta.

The channel, headed by Kunal Das Gupta, currently occupies number three position in the general entertainment space after Star Plus and Zee TV. Industry experts believe this move will help SET attract viewership.

Balaji Telefilms has been a money spinner for leading broadcasters. Sample this: All Star Plus' top shows are from the Balaji camp. Zee TV, too, has benefited by the production house's serial Kasamh Se.

In the top 100 shows rated across general entertainment channels by TAM Media Research, Star Plus is dominant with Balaji soaps such as Kyunki Saas Bhi Kabhi Bahu Thi and Kahaani Ghar Ghar Ki. Zee too finds a place with Balaji's Kasamh Se.

"We are certain that the Balaji charm will work wonders for our channel as well," said Gupta. However, this is not the first time Balaji and SET are working together.

The production house has made almost 7-8 shows that have run for over a year and even more in case of serials such as Kkusum.