Romedy Now bets big on digital for Jane the Virgin

Romedy now in keeping with the core essence of the channels theme live, laugh and love is premiering Jane the Virgin which is an American romantic comedy-drama series to be aired for the first time in India from 5th August at 7 pm.

The TV series features a religious young working Latina virgin woman Jane Villanueva who becomes pregnant after being artificially inseminated by mistake by her gynaecologist. This event turns her entire world upside down sending shockwaves through the lives of Jane and everyone around her. The series is created by Jennie Snyder Urman and is a loose adaptation of the Venezuelan telenovela series created by Perla Farias, originally known as Juana La Virgen.

Sonal khanduja VP Content - EEC - Times Television network states “Romedy now is a delightful and happy channel, where audiences come to relax and the new series fits perfectly with the channel’s theme. The story of Jane the Virgin is fresh with many twist and turns and it has been the most talked about show on the international shores and will surely embody the channels core theme of laugh, love, and live.”

The channel has reworked on its FPC. Jane the Virgin will be aired from 7-8, 8-8.30 Friends and 8.30 to 9 Happily Divorced. The channel will be airing 22 episodes of the show and will be targeting at audiences in the age group of 15-25 to 25-44 thus targeting a diverse set of audiences.

The channel is ready with its marketing plan which will target a large segment of audiences. Vivek Srivastava, Sr. Vice President and Head of English Entertainment Cluster, Times Network, elaborates “For this show we have completely gone digital unlike other shows where we use other medium as well. So this show is more or less marketed on digital and social platforms. There is a sizeable amount of focus on Facebook, Twitter and Instagram. Off-late our analytics team has seen an increase spike in engagement on Instagram.

While Jane the Virgin is a 22 episode show which will be aired in a 1 hour time-band, he refused to divulge detail on what show will replace Jane the Virgin. On talking about the other shows that will be aired soon, he states “How I met your mother will be aired around November. “

Piracy has always been an issue when it comes to International show so when asked about how are they trying to cope with download he quotes “There is always the issue of piracy that exist and the thing is you will have to live with it. With the premiere of Jane the Virgin it leaves itself to be repeated unlike other genres and when we talk about the downloading audiences it is really a very small fraction of the entire population, so we are hoping that a much higher audience will be available on television.”

He dispels notions on the shows acceptability with the Indian audiences, he opines“The show is fairly family oriented, although there is certain amount of exaggeration in the narration of the story as to how she gets accidently artificially inseminated but it’s a very family oriented show. In fact most of our episode has not even been asked for beeps. It’s a nice romantic drama which carries the right theme for the Indian audience.”

So Romedy Now is ready to take the Indian audiences on a new romantic, dramatic, comedy voyage with the Launch of Jane the Virgin from 5th August 2015!

zeba@adgully.com