The industry has reacted cautiously to Prasar Bharati‘s (Broadcasting Corporation of India) move throwing open bidding for all time slots on its Doordarshan Metro channel.

A senior official from HFCL Nine Broadcasting, which currently holds the rights for the 7:00 pm to 10:00 pm slot, said the company‘s managers were looking at the implications of the development, when asked for their reaction to the turn of events. "We are studying the tender document and will consider it accordingly," the official said.

HFCL Nine‘s 7:00 pm to 9:00 pm slot expires in September, while the 10:00 to 11:00 pm one completes its run in October.

"We would have to study the financial implications of the whole thing before we can make any comment," RK Singh, chief executive (corporate affairs), Zee Telefilms, said, when asked if the DD Metro offer was of interest to Zee.

But a company source said in private that the offer was a "no brainer" if it did not extend beyond three years or so and the broadcaster would not really be interested in pitching for the slots unless more attractive terms were offered.

Star, however, did not completely rule out making a pitch. "We are looking at it (the bid offer)," an official spokesperson said.

Sony Entertainment Television CEO Kunal Dasgupta, while indicating he was adopting a wait and watch stand on the issue, said the Prasar Bharati offer was interesting."

Sony Entertainment Television yesterday announced the launch of a new daily soap Kaun Apna Kaun Paraya, part of an initiative on SET‘s part to repackage its programming in the afternoon band which becomes effective 4 June.

When asked about the logic behind placing a new serial in the afternoon band, Rekha Nigam, senior VP programming, says: "As we rule the weekend slots, we also want to capture the afternoon band and for that we will be providing a new bunch of programming." Nigam made her comments at a press conference to announce the new drive in south Mumbai‘s Oberoi hotel.

Kaun Apna Kaun Paraya is produced by Shobhna Desai, who has a number of popular serials like Ek Mahal Ho Sapno Ka, Alpaviram (afternoon slot on Sony) and Sony‘s new prime time serial Hum Pardesi Ho Gaya, to her credit.

Kaun Apna... will be telecast at 1:30 PM and will replace the popular dance-based programme Boogie Woogie, which is being advanced to the 12 noon slot.

"Sony is specifically targeting the 12 noon to 3:00 PM time band," Nigam says. According to Nigam, marketing research indicates that this was the peak viewing time in the afternoon band where the viewership essentially comprise housewives and school and college going kids.

The programming is also organised accordingly. Boogie Woogie‘ therefore targets all age groups but essentially looks at youngsters while the later programmes focus more and more on housewives.

Along with the Kaun Apna..., Ek Mahal Ho Sapno ka, another popular daily soap which currently airs at 10:15 PM, will air in the rescheduled afternoon band at 1:00 PM to make it more attractive for the viewers.

Reruns of recently launched prime time serials Kkusum and Kahin Diyaa Jale Kahin Jiyaa are also been scheduled for the band. However, old shows Alpaviram, Ajanabi, Aurat Ghar Ek Mandir and Itihaas will remain in their current slots between 3:00 pm to 5:00 pm. Alpaviram will be getting over by first week of June which will be replaced by Chhoti Si Asha

"We will be pushing the afternoon band. The packaging and promos will be specially done through newspapers, hoardings and on the channel," says Nigam. She refused to give details on the budget Sony had set aside for the promotion.

Nigam would not be drawn into a debate on ratings. "We will be providing completely fresh entertainment and we will be pitching hard, so I am confident that we will grab the afternoon band also. As far as TRPs go, I dont believe in it, in the sense that our priority is to try and identify the concept which strikes a chord with viewers. The soul of any programme is the concept and TRPs follow that. So it is too early to talk about that.

As far as advertising goes, the rates per 10 second slot for Kaun Apna ... and Ek Mahal Ho Sapno ka has been kept at Rs 80,000 and for other shows has been kept at Rs 60,000.

The new Schedule for Afternoon band from 12:00 to 3:00 on Sony.

National broadcaster Doordarshan is inviting sealed tenders from parties /agencies who are interested in distribution and marketing DD-World Channel of Doordarshan in the USA and Canada on DTH Platform and also through cable network. Separate tenders are to be submitted for the territories of USA and Canada.

The applicant(s) whose tender will be accepted shall have to sign an agreement with Doordarshan within 30 days of the receiving the award letter, failing which next highest bidder will be awarded the contract.

The foreign parties can obtain more details from Indian Embassies / High Commissions in USA and Canada, Indian Parties can obtain such details from Doordarshan Kendra, Delhi, Mumbai, Calcutta and Chennai.