Sahara is all set to launch its movie channel or as the Business Head of the channel, Ashutosh, puts it, 'filmi' channel. The 24-hour channel called 'Sahara One Filmi,' comprising of Hindi movies in its core programming, is to be launched on August 1, 2005.
Ashutosh said, "The channel will be all about movies. There just wouldn't be good titles on the channel but we will also have a two-hour original programming block on the channel, which would be film-based shows and this is for starters. This can even increase going forward."
This original programming block would include in-house shows and outsourced shows as well. Ashutosh said, "We are very clear that we want to bring in relevance in the content - whether it is in regard to choose a title or the other shows on the channel. We are looking at properties like Premiers and Film scoops that will draw the viewer to the channel."
Does the group feel that there are too many movie channels on the anvil? "Movie channels are doing better than general entertainment channels," replied Ashutosh, "Over the years, it is the Hindi movie channel business that has delivered better than the mass entertainment channels."
He said that most details of the channel are in place and a programming head would be finalised soon. In the present scene, Ashutosh is directly working with Percept Head Shailendra Singh and Peter Isaac.