Anandabazar Patrika (ABP) Group launched its much anticipated Bengali general entertainment channel (GEC) ‘Sananda’ on July 25, 2011. The core target group for the channel is the 20+ Bengali women. This channel is already available on analogue platform, and for digital platforms, the channel has tied up with Airtel DTH.
The Bengali GEC market is already being served by channels such as Star Jalsha, Zee Bangla, Mahuaa Bangla, DD Bangla, besides local cable channels. Speaking to exchange4media on the thought process behind the launch of the channel, Madhumita Chattopadhyay, CEO, ABP Entertainment Pvt Ltd, said, “We belong to one of the biggest media groups of the country, but we did not have a GEC. Adding a new GEC to our bouquet of media properties makes us complete in a sense now.”
Chattopadhyay believed that despite the stiff competition in the Bengali GEC genre, Sananda would be warmly accepted by the viewers, “because, if something is coming from the house of ABP, it brings in a lot of hope”, she maintained.
The name of the channel, Sananda, is taken from the popular women-centric Bengali magazine from the ABP Group itself. Chattopadhyay stressed that this would further strengthen the channel’s image. She remarked, “Generally, for all GECs the core audience is 20+ women. The core audience is the same for us as well. However, none of the other GECs have a women-centric name for their channel. This name will give women a feeling that this channel is completely for them.” She further said that while the core target audience for the channel remained women, they would also create programmes for other TGs, including male.
On the content line-up of the channel, Chattopadhyay commented, “Through all our programmes we are touching on several social issues of conflict, including child education, social stereotyping of women, trials of working women, corruption and social injustice. However, our programmes will be full-fledged entertaining. Social issues are the basic theme of our programming.”
The channel is using 360 degree approach towards its campaigning. “In print, we have done content integration to promote the protagonists. Our marketing objective is to promote protagonists to make them household names. This bond attracts viewers towards the programme even if they have missed the programme for some days.” Advertorials in dailies and magazines as part of the campaigning are also being published.