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Our Bureau

Kolkata , April 27

SONY Entertainment Television (SET) has firmed up plans to roll out six new programmes in the current fiscal.

While Sakshi is already on the air, Yeh Meri Life Hai will be aired from May 3.

Speaking to newspersons here today, Mr Sunil Lulla, Executive Vice-President of SET, said the channel was seeking to augment viewership by focusing on middle class viewers.

"Ours is a purposeful strategy to be different. Our shows project the aspirations of the middle class," he said, adding that the focus over the next few months was to emerge as the viewers' "distinctive viewing alternative".

Mr Lulla said the channel has registered a 42 per cent growth in viewership and a 20 per cent growth in revenue in the last one year. He, however, declined to divulge any figures pertaining to revenue, profitability or expenses on brand promotion.

According to him, the success of serials such as Jassi Jaisi Koi Nahi had proved that protagonist-led serials, which veer round middle class values, hopes and aspirations, were great hits. The soon to be launched Yeh Meri Life Hai too reflects the aspirations and dreams of today's young generation. Yeh Meri Life Hai will be telecast every Monday-Thursday at 10 p.m. on SET.

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