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&TV builds non-fiction and forays into crime genre

MUMBAI: Five months after its launch,
&TV is gradually building its
programming blocks as well as opening
up time slots.
With the second season of ”Tujhse
Naaraz Nahi Zindagi’ over and ‘The
Voice’ set to culminate soon, the
channel is now bringing two more
shows to further enhance its weekend
With the launch of the new shows,
&TV will be opening up a new time slot
for the game show ‘Deal or No Deal’.
It is also foraying into the crime
genre with ‘Agent Raghav Crime
&TV business head Rajesh Iyer 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 primetime
to bring in more viewers with varied
tastes 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
that 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.”
As reported earlier by
TelevisionPost.com, the family game
show ‘Deal or No Deal’ will premiere
on 5 September, airing at 8 pm every
Saturday and Sunday. Further,
marking its entry into the crime
genre, &TV will present a fast-paced
contemporary crime series called
‘Agent Raghav: Crime Branch’, also
from 5 September, at 9 pm every
Saturday and Sunday.
Produced by Endemol Shine India,
‘Deal or No Deal’ makes a comeback on
television after several years.
Adapted from the international
format, it will see a big twist in this
It will feature 26 family members, 26
briefcases, one banker and Rs 1 crore
to be won. The format attempts to
bring back the flavour of family game
shows in India where one family
member helps you inch closer to your
Endemol Shine India MD and CEO
Deepak Dhar 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. It 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
The show will be hosted by TV actor
Ronit Roy. Snapdeal is the title
sponsor of the show, while PayU
Money is the powered-by sponsor and
Syska Total Security is the supporting
This show will be followed by the
crime-mystery thriller ‘Agent
Raghav: Crime Branch’. From the
house of Contiloe Productions, the
show marks another strategic step by
&TV to build its weekend programming
With a contemporary look and
international appeal, the show marks
the channel’s entry into the crime
genre featuring actor Sharad Kelkar
as Agent Raghav Sinha.
Contiloe Productions CEO Abhimanyu
Singh said, “Crime thrillers have
always excited us as a genre. After
such shows 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.”
The show is co-powered by Quick Heal
Gadget Securance and Quikr Cars.
&TV will be aggressively promoting
the new shows, rolling out a 360-
degree marketing plan with activities
across mediums.
Going ahead, the channel could look at
strengthening its fiction line-up
further. As an experiment, &TV had
recently switched the time slots of its
two shows ‘Badi Devrani’ and ‘Razia

&TV builds non-fiction and forays into crime genre

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