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Writer: exchange4media Mumbai Bureau - Friday, Jun 22,2007 9:12 AM

Sony launches new series on Sai Baba

Sony Entertainment Television has announced the launch of its new serial ‘Shirdi Saibaba – Sai Bhakton Ki Sachchi Kahaniyan’. The show will be aired from June 24, every Sunday at 10.30 am. The show is targetted towards female viewers, families and all devotees of Saibaba.

The series will present original stories of devotees of Sai Baba and further strengthen the concept of Baba’s teachings of faith and patience. It will also showcase experiences of celebrities whose lives have been changed due to the blessings of Sai Baba.

Veteran actor Sudhir Dalvi, who originally played the role of Baba in the film ‘Shirdi Ke Sai Baba’, will enact the role in the show once again.

“In line with our constant endeavour to offer variety entertainment, we have planned to brighten our Sunday mornings with ‘Shirdi Saibaba – Sai Bhakton Ki Sachchi Kahaniyan’. It is a mix of drama, reality and mythology. We hope that this combination will grip the viewers and give them a complete television viewing experience on Sunday mornings,” said Albert Almeida, EVP and Business Head, Sony Entertainment Television.

“With ‘Shirdi Saibaba – Sai Bhakton Ki Sachchi Kahaniyan’, our attempt is to strike a chord with our viewers and Sai Baba believers by bringing alive the miracles that took place during the life time of Sai Baba, in a manner to appeal to all audiences,” said Aushim Khetarpal, producer of the show. Khetarpal will also act in the series as a devotee of Saibaba.

The channel has decided to promote the series with a music video, which is primarily a bhajan. It is for the first time that any Indian channel will promote a series by a music video. In a back-up plan to the music video, Sony has already used the outdoor media in the northern regions of India, and Mumbai will be targeted next week.

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