Adgully Exclusive | We have to become the clear No 3 by the end of 2011: SET's Sneha Rajani

Rajani in her earlier duties in the company had launched the channel MAX and as its Head leveraged the channel's success as an pure entertainment channel. Now as she leads SET, Adgully caught up with her at the launch of the grand reality format X Factor.

Talking about her vision for the channel, Rajani says, "My vision is simply over the next two to three years make SET the No.1 channel. But till then it will be a journey and for that we have to become the clear No 3 by the end of this year."

"To clearly get there we are going to target women audiences. The focus is going to be 100% on women of this country. The focus is very clearly fiction," she adds.

As the focus remains on fiction the channel has launched and will be launching two mega-reality show formats which includes X Factor and Kaun Banega Crorepati respectively. And keeping with the fiction-focus the channel has launched Bade Achche Lagte Hain on the 30th of May.

Rajani points out, "We are very positive about the launch of this show and we will be opening up our 7.30pm slot in July. Once KBC wraps up we will be opneing up the 9 pm slot for two more fiction shows. So the focus is going to be to add more and more fiction shows."

She adds that the shows will target the Hindi heartland but the stories will necessarily have an emotional connect with the women. "I am not focusing more on the background or the setting but I am focusing more on the core of the content," Rajani adds.

So as the focus changes gears to women the channel will also be looking at a slight change in its communication strategy. "Everything will be focusing and talking to the women. If you closley see the way we are promoting our recent launches there is a change in our tonality already," she adds.

Within a span of an year the channel also plans to launch itself in the HD format. While signing off Rajani says,"I am not going to focus on competition. I am going to focus on myself and get there." | By Prabha Hegde [prabha(at)adgully.com]