ony promised to paint the television screens red, with its tie-up with Yash Raj Films’ television division, YRF TV. As part of an exclusive agreement, YRF produces content for the channel. January 2010 saw the launch of five YRF shows on Sony - one non-fiction and four fiction shows on the weekends.

The channel spent close to Rs 15 crore to promote the new show. The first lot of YRF’s shows are now drawing to a close, without having created much furore. Most of the shows could not even garner an average TVR of 1 (Source: TAM Media Research, Jan-June 2010, C&S, 4+, HSM). The most popular show among the five was Lift Kara De, which opened at a TVR of 1.6, but was unable to attract sustained viewership. ... more