Sahara One Media and Entertainment’s Hindi GEC Sahara One has increased its ad rates three times on account of “improved performance over the last few months”.
As a part of the strategy, Sahara One has also got more banners on board to produce a couple of fiction shows, beginning with two horror shows that went on air on February 20, 2012 and a new daily soap that was launched on February 27, 2012.
According to an official press statement, “The channel’s ratings have increased from 45 GRPs in week 04 to 54 GRPs in week 08 (TAM, C&S, Females, 15+ ABC, HSM).”
“Sahara One has been delivering numbers in the recent past, with almost all shows demonstrating consistent growth. The 11 PM to 12 PM slot in the horror genre with shows such as Vikram Bhatt’s ‘Haunted Nights’ and ‘Yeh Kaali Kaali Raatein’ by Rajiv Mehra has made a strong debut delivering good numbers,” said Vikas Khanchandani, Director, Aidem Ventures.
The said increase has already come into effect. All proposals include fixed spots considering all the prime time shows have been performing consistently well.
“Sahara One’s ratings have been increasing gradually but consistently over the last one year. The increase in ad rates was necessitated by rising cost of talent, production, marketing expenditure and wider distribution platforms. Owing to this, Sahara One’s advertiser base has widened substantially. We have got several new brands on board this year and we are looking forward to adding more to the list,” said Gunjan Rege Karkera, Business Head, Broadcast Media (Entertainment), Aidem Ventures.