The transition process of Sahara Manoranjan into Sahara One TV is all set to begin on October 10. Marking the change would be the ‘LML Sahara One Sangeet Awards’ to be aired at a time when the station ID, the channel bug and the complete new packaging of the channel would be introduced to the Indian viewer. The group has also announced the plan to launch a movie channel, called Sahara One Filmi in January 2005.
While the teaser campaigns introducing the change have already rolled out, next week would mark the beginning of a new set of activities that would represent the channel in its new form.
The change reflects the managerial operations of the Sahara–Percept joint venture, which has led to the formation of Sahara One. Sharing more on this, Sahara One’s Peter Isaac says, “We studied the television market and the core of our own business, which is entertainment. The business objective is the need to capture our own space in the industry by entertaining India.”
In effect, the company is working at strengthening its presence in three segments – radio, motion pictures and television. “Sahara One will be the umbrella brand, under which we will be present in all these spaces,” says Isaac.
As is known, Karuna Samtani is already at the helm of affairs at the television as COO. UTV’s Sandeep Bhargava has been roped in as the COO, Motion Pictures. In the radio space, the activities are currently overseen by Isaac, while Shashank Ghosh is taking care of the imaging, branding, identity, promo and packaging of the channel.
Sahara One goes into its new avatar this weekend. Samtani says, “We are in a hurry for the new look but not too much of a hurry and so we are not taking off the programmes at a snap but we will allow the current shows to come to a logical ending and then bring in the new shows.”
This would mean that shows like ‘Malini Iyer’, ‘Karishma’ and ‘Saahib Biwi aur Ghulam’ are soon going off-air. Of the shows that will be on air soon, there will be Girrish Mallik’s ‘Kuch Love Kuch Masti’, which comes on the 10 pm band. ‘Power Trip’ from Shobha De will be on Sunday afternoons and ‘Pratima’ would be shifted to primetime from its current afternoon positioning.
Other producers, who would be seen, include Tony and Deeya Singh, Sooraj Barjatiya, who would be working for television for the first time. UTV and BAG Films are there amongst the production houses.
This wouldn’t be the first time that Sahara Manoranjan has given a fresh shot to attract more eyeballs. This refreshed launch follows the establishment of the joint venture. “Presently, we are in the general entertainment space but in January 2005, we will expand our presence by launching a movie channel, Sahara One Filmi,” Isaac says.