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Sahara One bets on mytho, crime and movies
MUMBAI: Sahara One, the Hindi GEC owned by the Sahara India group and managed by Trilogic Digital Media Ltd (TDML), is eyeing an increase in its viewership with a new brand packaging and introduction of new shows and movies.
The channel, which is currently at the bottom of the Hindi GEC hierarchy, is betting on mytho and crime genres to revive itself.
TDML, which has been managing the marketing, programming and distribution of Sahara One, will be unveiling the new brand identity of the channel on Monday, 23 November.
The channel will focus on its current shows like ‘Jai Jai Jai Bajrang Bali’, ‘Meri Maa’, ‘Masala Gupshup’ and others while also launching a new primetime crime band from 9.30 to 11 pm, which will air crime-based shows, ‘CBI Files’ and ‘Mastermind’.
TDML COO Shivaani Jaisingh told TelevisionPost.com, “Crime and mytho are two genres that have seen great affinity among our core audiences. The success of some of the Hindi GECs is only because of these genres. Now with iTV Network as our partner, we have access to real-life crime stories, which are intriguing and can be developed into good TV series with social messages. We will have a one-and-a-half-hour dedicated crime band in the primetime.”
She added that pre-primetime will be focused on mytho and socio-mytho shows, which will be repeated during mornings and afternoons.
On the new packaging part, Jaisingh said, “At this time, we felt that it is essential to revamp, reposition and re-package our identity to cater to the needs of our core audience. The new packaging is a refreshing change that is brought about to let the brand stay connected and be in-sync with its increasing number of viewers. This revamp doesn’t stick only to the ‘look’ aspect, but also with additional and focused content, which will also soon be unveiled.”
Jaisingh added that the company is going to invest close to Rs 5 crore (Rs 50 million) on content and programming alone in the next two quarters. “While we have most of the production in-house, we are going to invest Rs 5 crore in the programming and other aspects of the channel in the next six months,” she said.
The channel is also launching a weekend movie slot, ‘Sunday Blockbuster’, where it will air blockbuster movies. While it has a few movies already, the company is in talks with other broadcasters for syndication deals.
Some of the movies that the channel will air include Madhuri Dixit–Juhi Chawla starrer ‘Gulaab Gang’, Shahid Kapoor–Sonam Kapoor’s romantic flick ‘Mausam’, cult comedy ‘Delhi Belly’, ‘Bol’, ‘Kachcha Limboo’, ‘Love Breakups Zindagi’ and more.
When asked about distribution, Jaisingh informed that the distribution deals are done separately for the bouquet of 10 channels, which TDML operates.
As reported earlier by TelevisionPost.com, TDML, a broadcast management and audiovisual content syndication company, has a long-term bulk airtime purchase and distribution agreement (BAPADA) with Sahara for its two channels, Sahara One and Filmy. It also manages FTV India and has recently entered into a strategic partnership with iTV Network to look after the operations, including programming, marketing, distribution and monetisation of the soon-to-be-launched regional entertainment channels from iTV Network, apart from ultra-high definition (UHD) channel Insight, for which iTV Network is a partner in India.
TDML also looks after the distribution of the news channels under iTV Network, including India News and NewsX.
Designed by Kolahoi Media, Sahara One’s new interface contains a gamut of colours with the trademark logo and the name of the channel in a new font.
The multi-colour interface is a key component of the channel, personifying its identity and vibrancy. Right from promo bugs, transition windows, sponsor windows to the tickers, each element will propagate the brand philosophy of being fresh, innovative and progressive.