The suspense around the latest entrant in the Hindi movie genre is over. Sahara One Entertainment’s CEO, Shantonu Aditya, has announced that the Hindi movie channel from the bouquet, ‘Filmy’, is all set to launch on February 12, 2006. The launch will be preceded by an aggressive marketing campaign that breaks next week sporting the channel’s tagline “Maa Kasam Filmy Hai”. The dry run for the channel is expected to begin on January 26.
Aditya said, “This is indeed a momentous occasion for television in India as everyone knows that next to cricket, the greatest passion of the Indian audience is movies.”
Ashutosh, the channel’s Business Head, commented, “We have consciously tried to differentiate ourselves on various counts by creating characters specific to the channel and a significant amount of original programming. These characters will anchor movies and, in all, give the viewer an enhanced movie watching experience.”
Given the deals that Sahara has in place with producers like Boney Kapoor which give the Network access to all the movies from these producers and the added advantage of having a Motion Pictures cell, the industry expectation from Sahara’s ‘Filmy’ is huge. Industry players believe that an increase in the genre’s viewership can be expected but, to use a cliché, we will soon find out.