Looking at strengthening our weekend positioning: Rajesh Iyer

&TV, is all set to make the weekends more interesting and entertaining with the launch of two new DEAL OR NO DEAL and AGENT RAGHAV – CRIME BRANCH starting 5th September every Sat-Sun at 8:00 PM and 9:00 PM respectively.  &TV continues to offer a dynamic mix of breakthrough contemporary content across genres, staying true to the promise of catering to progressive viewers of New Age India.

Announcing the launch of &TV’s new weekend properties, Rajesh Iyer, Business Head, &TV said, “Our flagship show The Voice India made &TV a strong weekend destination. With the launch of Deal Or No Deal and Agent Raghav – Crime Branch, we are further strengthening our weekend prime time to bring in more and more viewers with a varied taste in our fold. Deal Or No Deal marks the comeback of family game shows on television and we are certain that it will engage families. With Agent Raghav Crime Branch we foray into a new genre - a crime show which is fast paced, high on action and thrill. Both these shows are differentiated and true to our promise of offering a diverse mix that complement our programing slate.”

Produced by Endemol Shine India, DEAL OR NO DEAL is adapted from a renowned international format, a game show that will see the biggest twist in its Indian edition. Snapdeal is the title sponsor of Deal or No Deal and the show is powered by PayU Money and supported by Syska Total Security whereas Agent Raghav – Crime Branch from the house of Contiloe marks another strategic step by &TV to build its weekend programming slate. With a contemporary look and international appeal, the show is certainly the channel’s entry into the crime genre with popular actor Sharad Kelkar in a completely different avatar.

Speaking about Ronit Roy, who is experimenting with the role of a game show host, he said, “The show is positioned as a family entertainer and Ronit has been a part of Indian families for many years now. We were looking at someone who could connect with families and Ronit was our first choice.”

Talking about the fictionalized content at 9’o clock, he said, “Crime and thriller as a genre has done well. I think India needs one slick crime thriller show. That’s something we were working on in the initial stages and when we met Abhimanyu, we met a right match who could develop and work on our concept. Our view is always good content is good business. We will find competition at any time slot, prime time or otherwise but that does not deter the team in putting their best foot forward.”

“There are aggressive 360 degree marketing plans being worked on by the team. Closer to the launch we shall share the further details.  “On the sponsor front we have Snapdeal and PayU, Syska Total Security, Quickheal and Quikr who have already pledged their support before we go on-air.”

Mr. Deepak Dhar, Managing Director and Chief Executive Officer, Endemol Shine India said, “Deal or No Deal is a hugely popular format internationally and has aired in almost 130 countries. We are glad that &TV is bringing the show back on Indian television which will be more entertaining and have tempting deals to earn cash prize up to 1 crore. Designed as a family entertainer, the reality game show can be watched and enjoyed by the whole family. A high –energy family game show like this will definitely keep the audiences hooked.”     

Expressing his excitement of hosting DEAL OR NO DEAL, Ronit Roy said, “Deal Or No Deal is fun-filled, light-hearted and a refreshing game show that can be enjoyed with the entire family. It’s quite a change for me as a person, because I will not be in character. I will be seen as myself, Ronit Roy, interacting with the contestants on the show and their families – which I haven’t done so far! I am certain that the audience will enjoy watching the family dynamics as much as I am enjoying the game play with them.”

Mr. Abhimanyu Singh, CEO - Contiloe said, "Crime thrillers have always excited us as a genre. Having done shows such as Ssshhhh... koi hai, Adalat and Fearfiles, Agent Raghav – Crime Branch will help us foray deeper into the crime genre. Agent Raghav will basically solve murder mysteries along with his team at the CBI crime branch. What makes him unique is his ability to read people and look beyond the obvious.  We are looking forward for the audience to have an adventurous time with Agent Raghav and his team"

Speaking about his character Agent Raghav, Sharad Kelkar said, “I’m a big fan of the crime genre, and an avid follower of some of the best crime shows in the world. I was very excited to bring alive the dynamic character of Raghav, on screen, as this was my first experience essaying such a role. It’s been a great experience so far and I am sure the audience will appreciate our efforts.”