Imagine launches a new show for its 10.30pm slot

Imagine is all set to launch a new show in its 10.30 slot. The show 'Haar Jeet' will be aired on 3rd of October and will be telecast every Monday to Friday.

Speaking about the concept of the show, Saurabh Tewari, Head of Programming- Fiction, Imagine, tells Adgully, "The concept is based on the thought that there are a lot many parents who often end up pressurising their kids to accomplish one of their own failed ambitions."

The show is being produced by Shashi and Sumeet Mittal Productions.

Tewari points out that the channel will have expansive on ground activities to promote the show. "Our core TG will be women above the age of 35 years. We are also expecting some male audiences too for this show around the same age belt."

The channel is not looking at going heavy on promotional activities around the launch date. But around week 3 the channel promises to gear up the promotional acivities depending on the response to the show and after gauging the viewership across various sections. "The issue is very relevant to the modern day parenting and we are looking at a word-of-mouth promotion here. Often aggressive marketing is not a potential pull mechanism. However word-of-mouth works very well for this format," he adds.

Currently the channel has an input of 200-230 episodes of the show ready.

The story talks of how there are parents who always dream that their children grow to be successful in their chosen fields. Then there are those who put them into the grind of a competitive world at a very young age. There are still others who live their dreams through their children. While dreaming is no sin, if it is at the cost of someone's childhood you got to stand up and take notice. The new series faces up to this contemporary trend in modern day India. This master piece is also going to be the comeback of popular character 'Kashi' - baby Jannat Zubair Rahmani.

The lead characters are portrayed by Jannat Zubair Rahmani (Ishita) and Khushali Prakash Hirani (Mahika). | By Prabha Hegde [prabha(at)adgully.com]

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