It is all a game of catching more and more eyeballs in the television industry. More viewers mean higher TRPs and this in turn means more advertisers. And the end goal is of course higher earnings for the channels!

Sony Entertainment Television is a big player in the television industry and has always been associated with good quality programs. However, of late, it has been seen that Sony is in deep waters as its newly launched serials have failed to make an impact with the audiences.

It all started with the much-hyped serial Kulvaddhu being taken off air. This serial was launched with much fanfare, but within a few months, the sinking TRPs of the show led to its untimely death.

Then came Renuka Sahane's comeback serial Jeete Hain Jiske Liiye. This serial, along with another one called Durgesh Nandinii, were apparently the last hopes for Sony. By this time, there had been numerous rumors about the new Sony shows going off air, but they have some how manager to survive till now.

The cricket world cup came in between and Sony decided to dedicate its 24-hour film channel SET Max and another channel SAB for the Cup. But fortune had pother things in store, and after India's early exit from the world cup, its advertisers pulled back a lot of advertisement and again it lost out on a lot of Indian cricket fans.

Recently, Sony received the latest jolt when news of Jeete Hain Jiske Liiye being wrapped up floated in the media. There were a lot of hopes from this serial, but it could deliver the desired results.

Neither is Durgesh Nandini doing any better. Even its older shows like Kaajjal and Thodi Khushi Thode Gham have not been doing well for the channel.

Amidst all this, a few months ago Smriti Irani's serial Viruddh was launched. Though the serial looked as a lifesaver for Sony, but yet again, things don't seem to be looking bright for Sony.

There is news that the Viruddh team has been given a month's time to take care of their lowering TRPs. Even the two-week-old Ekta's serial Kasturi has received much higher TRPs than Viruddh.

Now the entire burden is on Sandip Sickand, chief creative head of the channel. One after another, the serials that were being launched after his appointment to the post in Sony, failed to deliver. But it is not that one can put all the blame on him.

The timings of the serials are actually in clash with the other long running successful serials. See for example the timings of Viruddh; it is in the prime time slot of 9:30 p.m., which clashes with the timing of Zee's Saat Phere that is a higher TRP rated show.

Then again, if you have a look at the time slot of Durgesh Nandinii (10 p.m.) and Jeete Hain Jiske Kiye (10:30 p.m.), it is the time for Ekta two top serials Kahaani Ghar Ghar Kii and Kyunki Saas Bhi Kabhi Bahu Thi. So, it is evident that the timings of the serials also have not gone in the channel's favour.

All that Sony can rely on now is its reality show Indian Idol. But again, going by the record, Indian Idol 2 had not been too successful. Moreover, now there are three musical shows, Indian Idol, Sa Re G Ma Pa and Voice of India running simultaneously in the same time slot.

Thus, there are greater possibilities of viewer getting distributed among the three. So the hopes of Indian Idol doing too well are also diminished. Now, let us wait and watch the next desperate measure by Sony. - Mili Swarnakar