Imagine’s Haar Jeet seeks to target both parents and kids

13 Sep,2011

By Dhara Salla

The issue of parents pushing their children to earn money and the effect on children’s psyche is the subject of Haar Jeet, a new show from Turner’s Imagine TV that is launching on October 3, Monday-Friday at 10.30pm.

Imagine TV’s Mr Saurabh Tewari, head of programming fiction, said the subject is one which is very close to his heart. He elucidates, The show is about today’s parents who oversell their kids. They take the child everywhere for ribbon cutting, durga poojas, weddings, etc. They almost start treating kid as a product, or we can say the talent that the child has is converted into a product.

How will the show differ from many other shows with children in key roles? Mr Tewari said, The premise of the show is the key differentiator. It is a super unique concept.

While the main target group for the show is parents, the show intends capturing kids attention as well through the repeat telecast in the afternoon.

The channel does not plan to spend heavily on marketing in the launch stage, but will increase share of voice later.

 

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