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
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
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.