Imagine plans a power-packed fiction prime time

Imagine has lined up two new shows to fill in its prime time slot from Monday-Thursday. One of the shows "Looteri Dulhan' will fill the 9.30 pm slot. The show is a tale of a con girl for whom marriage is not a sacred institution but a means of earning income. The show which is based on true life incidents, will bridge the gap to unlimited primetime with is fresh and distinctive concept.

The show is produced by Bag Films. Saurabh Tewari, Head of programming fiction, Imagine, tells Adgully, "The show will be categorically targeted at audiences across the semi-urban markets. The show is a very unique concept keeping with our channel's brand promise. We are looking at creating an overwhelming experience for our audiences the show will almost have a feel of a feature film."

Tewari says the show will be targeted at women audiences in the age group of 15-55 years.

Next on the list is another fiction show that will be filling in the 9 pm slot. The show titled Beendh Banunga Ghodi Chadunga, the show is being produced by Endemol India. The show's story is about Sarika (Jayashree) & Jai (Anuj Thakur) who both come from Marwari families but have a very different outlook to life. Sarika is a young and ambitious girl from an average family in Jaipur and Jai is the youngest & the most pampered son of a rich businessman. While Sarika's ambition is to complete her studies and become a Doctor, Jai's only dream is to get married and live a carefree life. Yet, when these two diverse people cross paths, destiny has its own rules set for them. Sarika, who is on the verge of fulfilling her dreams, unwillingly finds herself married to Jai. From there on begins Sarika's struggle of managing the household and pursuing her dreams.

Tewari says, "The show will deal with the more important issue of a girl's right to basic education v/s a girl's right to professional education. It will be targeted at audiences across the bigger cities while at the same time at smaller towns."

He further adds that the show will be appealing to the entire family but will be skewed at audiences in the age group of 15-24 years. Tewari adds, "Women audiences are very important for any fiction format because they are the set of audiences that stay loyal for a long time."

The show will be going on-air on the 28th of March. It will be marketed across a 360 degree marketing plan. Tewari points out that the shows will be backed by a unique sustenance- promotional activity. | By Prabha Hegde [prabha(at)adgully.com]