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<img src=http://www.exchange4media.com/e4m/images1/new2.gif align=left border=0>SaharaOne to add second GEC channel to its bouquet

12-July-2007
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<img src=http://www.exchange4media.com/e4m/images1/new2.gif align=left border=0>SaharaOne to add second GEC channel to its bouquet

Sahara One Media and Entertainment is expanding its offering to Indian television viewers with a new General Entertainment channel showcasing the best in world television programming. Dubbed in Hindi, the channel will explore the entire gamut of original novelas, sitcoms, adventure shows and world cinema. The decision has come after the success of its recent reality show ‘Biggest Loser Jeetega’.

Targeted mainly at female audiences, the channel will primarily beam the world’s most popular tele-novelas. This genre of programming has extended well beyond the boundaries of its origins to the Americas, Europe and Asia cutting across linguistic lines. The universal appeal of this genre lies in the range of emotions – love, passion, revenge, ambition, intrigue, etc.

Seemanto Roy, Head – Entertainment Business & Aamby Valley City, said, “In our quest for additional growth in the marketplace, we have been exploring the world of programming opportunities. Given lifestyle changes and international exposure through travel and popular media, Indian audiences are today ready to accept new genres of programming. This also includes broadcast of finished products from around the globe. The phenomenal success of dubbed renditions of Hollywood blockbusters in India is a case in point. A natural progression of this trend in television is inevitable.”

Roy further added that novelas, with their borderless quality and universal appeal, would find ready acceptance with Indian viewers.

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