Sony Entertainment Television has not really managed to get the TRP charts ringing with their recent fiction launches, Amita Ka Amit (Swastik Productions), Anamika (Trishula Productions) and Dil Ki Nazar Se Khoobsurat (Shashi-Sumeet Mittal Productions Pvt. Ltd). With all their hopes pinned on Chhanchhan which will get Sanaya Irani back to television, Optimystix has given the channel exactly ‘what the doctor ordered’. Chhanchhan is the story about a girl attempting to change the society in her own sweet way without offending people. During the launch press conference of the show, we at Tellychakkar.com managed to have a chat with the Sony TV officials and we have their thoughts here for you. Addressing the reasons for their recent launches not getting them numbers, Vivek Bahl, Chief Creative Director, Sony Entertainment Television said, “Today’s audience is very fickle-minded. They just cannot wait for the main story to unfold slowly, or for the characters to gain in strength. They need to be engaged right from day one and require talking points. This is where the Sanaya Irani show will come good.” Talking about the new show, he averred, “Chhanchhan is a refreshing and unique prime time property. It is a powerful story of self-reliance, determination and family values told in a simplistic, real and light-hearted manner. The show captures every emotion of a young, fun loving and simple girl who finds happiness in small things and enjoys life as it comes her way. She has been brought up with modern and ethnic values and loves to practice them in her day to day life. We are optimistic that the viewers will accept Chhanchhan in their lives just the way they have embraced all other characters of Sony Television before.” On the recent misses, Sneha Rajani, Business Head, Sony TV had a word with us, “Nobody plans for failure but that does not mean we stop trying. While Amita Ka Amit and Khoobsurat are very good concepts, there might have been flaws at the execution level. Guess the new TAM measurement system can also be a reason for the low numbers.” Looking ahead, Vivek said, “We have full faith in all our properties and we will have quite a lot of high points in Amita Ka Amit, Khoobsurat and Anamika in the coming weeks to regain the upper hand.” When asked whether their new show launch was badly timed with IPL fever about to set in, Sneha explained, “All said and done, T20 Sony Max Bonanza is sports and we are targeting the ladies.” This assertion from Sneha seemed interesting and contradictory as Vivek Bahl reasoned out saying, “IPL does tend to affect Sony more as it is supposed to be a more male-centric and urban channel.” As a signing note, Sneha told us, “The channel has no plans at the moment to introduce fresh programming for the late night 11 PM slot after Kuch Toh Log Kahenge ends. We will concentrate on the 7.30 PM - 10.30 PM time band.” Here’s wishing the channel all the very best for the new show.