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Sahara One Network intensifies focus on movies; acquires 100 titles

19-September-2011
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Sahara One Network intensifies focus on movies; acquires 100 titles

Sahara One Network has just concluded a landmark deal of acquiring 100 Hindi movie titles. It is understood that the broadcaster intends to play these titles between its Hindi general entertainment channel Sahara One and its Hindi movie channel Filmy.

Suresh Mishra, Assistant Director, Sahara One, said, “We have taken some big titles and we are looking at how we can now leverage this to use with our content line-up so that the channel gets the right traction, as we move forward.”

Some of the new releases include ‘Delhi Belly’, ‘Bol’, ‘Ragini MMS’, ‘Shorr in the City’ and ‘Chala Mussadi Office Office’, apart from forthcoming movies like ‘Mausam’ and other titles such as ‘Bandit Queen’, ‘Mangal Pandey’, ‘Heer Ranjha’ and ‘Abhimaan’.

Sahara One weekly GRPs (gross rating points) have moved between 25 weekly GRPs to 37 weekly GRPs in the year 2011. This makes the channel one of the lowest rated Hindi GECs. The only other Hindi general entertainment channel that falls in this bracket is STAR India’s second general entertainment channel Star One.

Hindi movie titles have proved to be a strong tent-pole property for Hindi general entertainment channels. And if the Star Gold example is anything to go by, big titles can change the game for Hindi movie channels as well. In that background, Sahara One’s decision to acquire 100 titles reiterates the channel’s attempts to attract viewership. However, it remains to be seen how the channel works on its overall content offering, including fiction and non-fiction shows, to retain the viewers it is likely to get from some of the bigger movie titles.

More details on the channel’s plans would be known soon.

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