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MUMBAI: After launching the one-hour weekly drama Vaidehi
in the 10 pm slot on Mondays, Sony Entertainment Television
(SET) India will now launch a thriller cum drama - Akela
- on Tuesday at 10 pm.
Akela, which will launch on 4 July as an hourly show,
will soon be followed by two new shows at 10 pm slotted for
Wednesday and Thursday. With these, the new programme launches
at Sony, which began with the Friday lineup revamp, will culminate.
SET India COO NP Singh said, "We have always taken pride
in giving our viewers very distinctive and innovative programming
that makes for wholesome family entertainment. With Akela,
we are dealing with supernatural along with drama, an entire
new genre that will throw new insights on the topic that has
never been dealt with on television. The show comes from Fireworks
and BP Singh, who have given successful thrillers like CID
and Aahat, only reiterates our faith and confidence
in the project. With Akela, we plan to take suspense
dramas and thrillers to a different level."
Producer director BP Singh added, "Akela will
be a soap with a difference. We are trying to break new grounds
with a combination of soap and supernatural element. We have
done popular thrillers in the past, but with Akela we
are attempting to move into other areas."
Sony has tied up with cinema halls where Akela trailers
will run along with movie trailers like Krissh. The
channel has unleashed a 360 degree multimedia campaign comprising
print, television, outdoor and internet. "The print campaign
for Akela will begin on 4 July. The campaign will also
have an extensive outdoor presence via railway stations, bus
backs, bus shelters and malls. We have also tied up with radio
and cable channels for cross promotion," said SET India
senior vice president and programming head Anupama Mondloi.
Akela stars Sudhanshu Pandey, Sumeet Raghvan, Ashka
Goradia, Pankaj Dheer, Mihir Misra, MAhii Vij, Nandita Puri,
Navni Parihar and Viju Khote amongst others.
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