Sony Entertainment Television (now Multi Screen Media Pvt Ltd) has signed up an exclusive agreement with Yash Raj Films. According to the deal, Yash Raj will produce exclusive fiction and non-fiction content for the channel. Through this deal, YRF Television is all set to foray in the television industry. Sony also wishes to recreate the magic and gain the No. 1 slot in the television industry.
YRF Television has secured Sony’s weekend time band, and will begin with one non-fiction and four fiction shows. The non-fiction show ‘Lift Kara De’ will feature Karan Johar as host, and will feature a Bollywood celebrity and his/her biggest fan each week. Whereas the fiction shows will include Mahi Way, Rishta.com, Seven (a mythology inspired show) and Powder (an underworld drama).
Manjit Singh, chief executive officer, Multi Screen Media, said, “We are thrilled and delighted to be working with Aditya Chopra and the talented team at YRF to create exceptional television content which will be contemporary and engaging for audiences in India. Yash Raj Films and Sony Entertainment Television have a long standing relationship, and this agreement will further strengthen our ties. This deal makes great sense because of the obvious ways the two businesses complement each other.”
Earlier in 2009, Sony had launched shows like Rani Padmini, Palampur Express, Bhaskar Bharti, Ladies Special, Entertainment Ke Liye Kuch Bhi Karega and the second season of 10 Ka Dum. Though the shows were based on interesting concepts, they could not do any good for Sony.
In the next 12-18 months, Sony aims to be the No. 1 channel, working in a consistent and consolidated manner to reclaim the position it once commanded. “We changed direction too many times in the past. We are now consistent in terms of our strategy, which is to have relatable programming addressing contemporary issues,” Singh asserts.