After creating ripples in the Indian television industry with their impeccable, engaging and differentiated content, Yash Raj Films will be bringing the curtains down on much-loved shows - 'Powder', 'Mahi Way', 'Rishta.com', 'Lift Kara De' and 'Seven', on Sony Entertainment Television (now Multi Screen Media Private Limited), India's leading television broadcaster.
The shows, of 26 episodes each, will now come to their logical end.
With the promise of high quality, differentiated and contemporary content, the serials had developed cult following, vastly acknowledged for their distinct offerings, in terms of look, feel, colour, sound and language and engaging storylines.
Ajit Thakur, Executive Vice President & CEO, Sony Entertainment Television said, "Yash Raj Films is a brand when it comes to movie making. With 'Powder', 'Mahi Way', 'Rishta.com', 'Lift Kara De' and 'Seven', the Sony-Yash Raj Films' partnership not only gave us an opportunity to experiment with fresh content, but also revolutionised TV viewing in India. At Sony, we believe in setting trends and offering differentiated content to our viewers. The Yash Raj shows offered novel, rich and never-before-seen content -- pioneering concepts that worked very well for us. He further added, "This partnership will be back with new shows soon."
Yash Chopra, Chairman, Yash Raj Films said, "We are very happy with the response to the first season of our shows which have come to their intended conclusion. They have lived up to our expectations of providing differentiated content to a discerning audience. Various shows are being planned for the second season on SONY TV and we will continue to strive to make meaningful shows. We have received tremendous backing and support from SONY who have complete faith in our content and ethos."
'Powder', 'Mahi Way', 'Rishta.com', 'Lift Kara De' and 'Seven' only exhibit that despite their time-bound nature, and gradual in pick-up, such shows have the potential to grip and build fan-following around them. They had their own dedicated audience, what with each distinct and unique storyline. What also added to the Yash Raj wares on Sony Entertainment Television were their crisps storylines and a focused approach.
The last show ends on 1st July 2010