Sony Pal has used an old marketing tool which was common in Bollywood in the 1980s. The most widely cited context is Subhash Ghai?s Hero which was a launch vehicle for Jackie Shroff. The latter was a model and had done a bit role in Dev Anand?s Swami Dada, but had no box office pull, and was ill at ease in front of the camera. Ghai resorted to casting actors of?? caliber like Shammi Kapoor, Sanjeev Kumar, Bindu, Amrish Puri, etc. to support Jackie Shroff and Meenakshi Shesadiri. Hero was a hit, the older actors and the script propelled it.

Likewise, Sony Pal has given the onus of driving the channel to stalwart producers like Dheeraj Kumar (mythological and historical), Ekta Kapoor (soaps), Deeya and Tony Singh (concept driven series) and Anu Ranjan (talk show) who head the pack. The producers bring to the table their own USP and with that the channel will offer a variety of shows from week day soaps and mythologicals to weekend game shows and talk shows.

I am not given to commenting on a channel within a week. But considering that last week I signed off on the note of Sony Pal taking flight I am taking the liberty of sharing my opinion on two of the shows I watched since September 1.

Pariva Pranati as Amrita the protagonist of Hamari Sister Didi? is reminiscent of infectious humane characters like Sunjay Dutt?s Munnabhai and the late Robin Williams? Patch Adams. The opening scene was impressive as Amrita saves a patient from committing suicide. Fresh faces, fresh content in the hands of an able production team headed by Deeya Singh. The latter has always explored concepts which are universally appealing and are well cast. How it unfolds remains to be seen.

Tum Saath Ho Jab Apne?was appealing in the first two episodes. Based in Lucknow, the women-centric serial is about Mariam a young widow who is about to be married off. Finally, the woman is being allowed to have a say in her alliance, now that the suitor doesn?t want her to come with Najma, her daughter. Mariam asserts her right to turn down the match. There are more shows in the line up and I hope to watch them in turn and comment.

The producers entrusted with providing content to Sony Pal are those who have a standing in the industry and enjoy proven merit. Sure, the channel?s mandate is that it?s for the modern Indian woman. Judging from the opening episodes there is freshness of content, and the new landscapes ? Lucknow, etc. give respite, but the freshness must continue and stay on track. There has so far been no comment from the channel whether Sony Pal will follow the tradition of stretching the episodes or will the series will wind up once they have achieved the high point.

Sony Pal is at a unique spot to challenge Zindagi on the finite front. Already women viewers prefer Zindagi because of the quick narratives. There was an ennui setting in and Zindagi came in at the right time with its unique content. Sony Pal should take the cue and make finite episodes its mandate, also. Modern India?s young women are not given to watch telly sagas. Like?? instant coffee, five minute soups and noodles and like quick cooked meals, they want their television too be fast and fun. We must let go of our security blanket ? the long winding soaps.