"Sony Pal's Target for this Fiscal is 50 GRPs": Anooj Kapoor

Sony Pal is banking on Ekta Kapoor's 'Yeh Dil Sun Raha Hai' to create some magic. The show launches on October 16, at the 7 pm slot.

Sony Pal, the channel that was launched by Multi Screen Media a month-and-a-half back with high hopes, has had a slow start. But it is seeing a gradual rise in viewership numbers. According to Anooj Kapoor, senior EVP and business head, Sony Pal and Sab TV, the former didn't open well due to various factors.

"We were not able to be optimally present everywhere at the time of launch. That affected the initial sampling. The fact that, in the digital space, we were about 15 LCNs (local channel numbers) away from the leading Hindi GECs made it worse. For the audiences to locate us, sample us and actually break a habit of viewing other shows was a task."

The positive part is that the channel has resonated well in certain parts of the country. According to Kapoor, Sony Pal opened with 2 GRPs in Delhi and touched 29 GRPs in week 4. In Gujarat, the channel opened with 4 GRPs and settled at 29 GRPs in the last week, as per TAM data (HSM, C&S, 4+), provided by the channel.

The channel's viewership and time-spent is increasing and Ekta Kapoor's first fiction show on the channel, 'Yeh Dil Sun Raha Hai', aims at roping in more viewers and get them to sample content starting 7 pm.

"Ekta's show will serve as a double booster for the channel because: it's Ekta's show - she makes good shows in the GEC space and is aligned with the vision of the channel - and because the show is launching at 7 pm, a time slot when people start tuning in to the channel. Once the show starts to resonate with them, it will propel the audiences to other programming time slots. I think it's a timely booster for the channel and our rate of growth will go up even more post this launch," says Anooj Kapoor hopefully.

The channel had started off with three hours of fresh content. With the new show, that will go up to three-and-a-half hours. "For this fiscal, our target is to achieve 50 GRPs. It looks realistic and we are pitching for that," he adds.

Balaji's fiction legacy continues...

Balaji Telefilms has the power to change the fortunes of a channel and Ekta Kapoor, fondly called the 'Queen of Television' is known for her understanding of the Hindi GEC viewer - housewife/females. Sony Pal is betting big on the show which tells the story of a girl who hails from a small-town, unlike the ones from metros that the production house has been focusing on.

Yeh Dil Suna Raha Hai is the story of two star-crossed lovers, their journey of adoration and hatred. Adds Ekta Kapoor, "We want to show our viewers how the relationship between two individuals survives the test of time. I am extremely delighted to start this relationship with PAL and I am sure with the launch of 'Yeh Dil Sun Raha Hai' we will create magic on Indian television."

Going all out

Sony Pal is running a 360 media campaign across TV, out of home, print and social media to promote Yeh Dil Sun Raha Hai. Led by TV advertising on network channels and even outside to cover all Hindi speaking market, the campaign is supported by extensive outdoor visibility in key markets across the Hindi heartland. The message is being reinforced by regular print ads in the run up to the launch across leading dailies.

According to the channel, TV is used to introduce the show concept, characters and premise. Meanwhile, outdoors and print will reinforce the message and act as reminder media. The channel is also leveraging social media to build engagement with viewers.