NDTV Imagine will launch the second season of its popular Swayamvar franchise with Rahul Mahajan, son of late BJP leader Pramod Mahajan.
Putting all speculation to rest, Sameer Nair, chief executive officer, NDTV Imagine, confirmed to FE that the second season of the show will be launched in December this year, with the Mahajan family scion as the groom-to-be.
Sixteen women will attempt to woo Mahajan in the hope of being his bride, he said. “It will be a high-impact show,” said Nair, while refusing to divulge more details.
The first season of the Swayamvar franchise, launched on June 29 this year, featured item girl Rakhi Sawant. The show managed to generate a fair bit of curiosity with the first episode opening with a television rating (TVR) of 4.1.
The clincher, however, was the final episode called “faisle ki raat”, which aired on August 2. That episode achieved a television rating of 8.4, making it the top-rated show among Hindi general entertainment channels in that week.
The channel’s gross ratings points, which is the summation of all TVRs calculated on a 30-minute basis for a given period, rose substantially for the week ended August 2. It touched 141 from around 100, which were the GRPs prior to the launch of the show.
Nair said the channel will have at least one impact property every four months. The channel is slated to launch reality show “Pati Patni
Aur Woh” on September 28, where five couples will be put in confinement with parenting thrust on them. The show is about managing a little child. Nair said the channel is in the process of tying up the title and associate sponsors for the show.
NDTV Imagine has been fighting hard to make its presence felt in the Hindi GEC space, which is why this focus on high-impact shows, say observers. But the channel continues to trail behind the GEC pack led by Colors, which had a GRP of 325 for September 6-12. Star
Plus came next with a GRP of 273, followed by Zee TV, Sony Entertainment Television and NDTV Imagine with GRPs of 254, 131 and 100, respectively.