MSM launches new Hindi GEC

The new channel, Sony PAL, was launched with the tagline 'Yeh Pal Hamara Hai'. It is targeted at the' traditional, yet modern' Indian woman.

Multi-Screen Media has announced the launch of SONY PAL, a new Hindi general entertainment channel (GEC) for the traditional, yet modern Indian woman. The channel will go on air from September 1, 2014 and has signed up Juhi Chawla as its face. The channel has a line up of nine shows.

'Simply Baatein with Raveena' (Raveena Tandon) is an interactive chat show that will address issues under a collective umbrella of 'womanhood' with fun, frolic and expert advice from the celebrated personalities of their selective fields.

'Dil Hai Chotasa Choti Si Asha' is a unique game show featuring charismatic women contestants who will bring to fore their emotional and inspiring stories. 'Ek Rishta Aisa Bhi' is a modern day narrative that brings to fore a unique 'Jijaa- Saali relationship' that will question the prevalent societal norms. 'Khushiyon Ki Gullakh Aashi' traces the journey of a cheerful, yet dejected Aashi whose life is spent yearning to grow with parental love.

'Singhasan Battisi' will be a period drama, based on the story of the throne of Raja Vikramaditya. 'Pia Basanti Re' chronicles the life story of modest Pia, who believes that status and class arise not out of wealth, but through capability and attitude. 'Tum Sath Ho Jaab Apne' presents a special bond between a mother and daughter. 'Hamari Sister Didi' is the story of Amrita who, after her husband's untimely demise, takes up his dream and passions. 'Yeh Dil Sun Raha Hain' is set in Bihar and charts the struggle of young lovers who fight against all odds and family opposition to unite with each other.

NP Singh, chief executive officer, Multi Screen Media, says, "At MSM, we believe in bringing our viewers content that is contemporary and in line with changing times. Sony PAL will present an eclectic mix of shows with empowering stories and identifiable characters that will have universal appeal."

Commenting on the Sony PAL programming strategy, Anooj Kapoor, senior EVP and business head, Sony PAL and SAB TV, says, "Today's woman connects with people in a moment and can form a lifelong bond with someone in a moment. It is these moments we wish to celebrate."