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Time to dress up
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An overview of Sony's new programmes to attract Friday viewers
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ONE CAN figure out that all this has been started by Jasmeet Walia, that `innocuous girl-next-door on television' whom many an unknown face across the country know just as Jassi for sometime now. Pressing on the TRP button to a good high for Sony Entertainment Television singularly in this constant war of viewership, Jassi in Jassi Jaisi Koyi Nahin unfortunately has taken a long weekend from Friday evening itself, leaving Sony to seriously ponder as to what should be done to boost the ratings after Thursday.
But the solution, as Set India Limited's executive vice-president, Programming and Response, Tarun Katial would be happy to believe, has been now arrived at. Zeroing in on three of their Friday shows - Devi, Crime Patrol and CID, Sony has applied fresh paint on each of them. The results - Devi is for an hour, Crime Patrol has got a new face, Shakti Anand, and the longest running thriller CID has a new cast in Mona Ambegoankar.
Changing the timings of "Devi" from 9 p.m. to the 8.30-9.30 p.m. slot every Friday, the new look will have Saakshi Tanwar and Mohnish Behl joined by another recognised television face, Aman Verma, but in a negative role for the first time in his small screen career. Aman is "excited" about the new role to be directed by actor Ananth Mahadevan in this Ajay Devgan and Misha Gautam production. Devi, Misha says, will now revolve around the lives of three characters - Gayatri, Vikram and Vasu. And, as she hopes that the twist will not only appeal to the viewers but will also bring in new audiences to the channel, Sony's Katial too sounds hopeful: "With this and other launches slated over this quarter and over the year, we are clearly focussed at strengthening Sony's franchise and being a distinct viewing alternative." But all said and done, it is time for Sony finally to keep its fingers crossed.
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