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What’s the new time?

IPL has allowed TV channel Sony to rejig its faltering shows.

hollywood Updated: Mar 14, 2010 01:22 IST
Rachana Dubey
Rachana Dubey
Hindustan Times
IPL

The Indian Premier League might have forced Bollywood to postpone major releases, but Hindi television is taking the challenge head on. While most general entertainment channels have launched new shows just before the IPL, IPL broadcaster Sony is using it as an excuse to rejig the timings of fledgling shows inorder to sustain ratings. For now, the new show timings will continue throughout the IPL season.

“We’re the only channel which won’t have a repeat in the 11 pm slot, when the IPL matches get over for the day. Our study showed that the Yash Raj Productions’ shows appeal to the youngsters who don’t watch TV between 8 pm and 9 pm. So, we’ve shifted them to the 11 pm slot,” said Ajit Thakur of the channel. He adds that Lift Kara De worked as a one-day show, not a two-day format.

But wasn’t the change expected, given the poor TRPs of the YRF shows? “Their narrative is like a film, rather than a daily soap. We just want to enable the audience to watch them at convenience,” he added.

New time-table

Lift Kara De - Every Saturday from 8 to 9.30 pm (Earlier it was Fri-Sat - 8 to 9 pm)

Mahi Way - Every Fridays from 8 to 9 pm (Earlier it was on Saturdays at 9)

Rishta.com - Every Wednesdays at 11 pm (Earlier it was on Sundays at 8 pm)

Powder - Every Thursdays at 11 pm (Earlier it was on Sundays at 9 pm)

Pyaar Ka Bandhan - Mon to Thurs at 8 pm (Earlier it was at 10.30 pm)