Risk and rewards: Sony Entertainment Television's programming future is all about being edgy, iconic and going places other channels haven't dared to go.(10th Anniversary Focus)

Television Asia, October, 2005

Sony Entertainment Television will, from November, have a whole new look and an entirely new prime-time schedule. Think edgy, iconic, the next step into a television future where 'me-too' is a dirty word and calculated risk is a virtue. "We're going to relaunch, rejig, re-engineer the entire Sony Entertainment Television brand in this country," says Tarun Katial, executive vice president, programming and response, as the company celebrates its 10th anniversary.

First comes the launch of Indian Idol season two. The show debuts in November--eight months after the end of season one--in a primetime one-hour slot twice a week, and runs until March 2006. Sony Entertainment Television is rebuilding its prime time around Idol, with a new soap opera (based on...

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