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Armed with a fresh look and channel anthem, Sahara One launching two new shows

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Armed with a fresh look and channel anthem, Sahara One launching two new shows

When Sahara One had announced its decision to don a new look and enhance the on-air feel, keeping the core intact, the channel’s COO, Purnendu Bose, promised that at least four new shows would have had released by June 2006.

Keeping true to his word, the channel is launching two shows – ‘Sirf Ek Minute Mein’ and ‘Sati – Satya Ki Shakti’. To further strengthen the channel’s connect with its TG, Sahara One has also launched a channel anthem, which would be aggressively aired on the network.

Of the new shows, ‘Sirf Ek Minute Mein’ is a half-hour game show with anchors Mini Mathur and Aryan Vaid in the 7.30 p.m. slot. The show replaces ‘Saath Rahega Always’.

Speaking on the experience of ‘Saath…’, Bose said, “What we observed from the show is that there isn’t too much of college audience on TV and that is one reason why the show really wasn’t giving the kind of numbers we expected it to.”

The second show ‘Sati…’ launches on May 29, 2006. The soap, again a half-hour, comes in the 8.00 p.m. slot, replacing ‘Buniyaad’, which gets over on May 27, 2006. Bose explained that ‘Buniyaad’ delivered on the expectations from the show and was in any case always planned as a finite show.

The two launches follow the recently launched, ‘Suno Har Dil Kuch Kehta Hai’, which occupied the 10.00 p.m. slot. In effect, the channel has managed to increase the breadth of its primetime with the new offerings and Bose assures that more is in the pipeline.

With shows like ‘Woh Rehne Waali Mehlon Mein’, Sahara One has shown that the channel can attract the right kind of numbers with good content, and Bose believes that shows like ‘Kittu Sab Jaanti Hai’ and ‘Hare Kaanch Ki Chudiyaan’ are also on track on adding to the identity that Sahara One stands for.

Another interesting initiative coming from the channel is in line with the activities that it had undertaken for the transition in its on-air look. Sahara One had embarked on a phase-wise plan to unveil the various aspects of the new look. Bose explained that it began with the ‘Saas Bahu’ phase when the channel highlighted that programming was no longer about ‘saas bahu’ soaps, followed by the ‘Time Shuru’ phase with ‘TV Ka Naya Rang’.

“The anthem is an extension of the TV Ka Naya Rang phase,” said Bose. He explained that the transition to the new look is completed now and that the feedback to the changes has been positive. “People are calling it fresh and that is what we wanted. The new look has worked for us.”

The channel anthem, which would remind one of the ITA campaign that was initiated a few years ago, will be played across the network. The 60-second anthem aims to be a theatrical experience shot by Vishal Sinha, ace cinematographer, who has been involved in prestigious projects like ‘Darna Mana Hai’, ‘Bhoot’ and ‘Ab Tak Chappan’. The video -- based on the song sung by Shreya Ghoshal and music directed by Danny -- is choreographed by the very talented Feroz Khan who assisted Farah Khan for ‘Main Hoon Na’ and ‘Kuch Kuch Hota Hai’ amongst others.

The anthem features the five female protagonists from its shows that include Rani from Woh Rehne Waali Mehlon Ki, Kittu of Kituu…Sabb Jaantii Hai, Shyamlee from Hare Kkaanch Ki Choodiyan, Niyati from Suno…Harr dil kuch kehta hai. The multi-hued visuals and the playful mood reflected in the video presents an experience of the fiesta of life.

The added appeal of the various cultures and colours of India, from Rajasthan to Maharashtra and from ‘rangoli’ to embroidery reflects the supplementary dimension of the channel. The anthem portrays the five protagonists mingling and interacting with viewers and average Indian citizens.


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