Sahara is on the go again. With Malini Iyer on the 9 p.m. slot on Mondays and Tuesdays, the channel is looking to develop the 9 to11 p.m. slot further. It has launched another weekly on its 10 p.m. band, Zameen Se Aasman Tak, from February 2, 2004.
Zameen… moves away from Sahara’s strategy of star-studded shows. Nonetheless, the serial engages the talents of Aroona Irani, who also produces the show, and Kiran Kumar. The programme will replace Arzoo Hai Tu.
Given that there is barely a week’s time for the new show to hit the tube, an interesting point would be promotional activities around it. The channel did play it subtle with Malini Iyer compared to its activities around Karishma…. Nonetheless, Malini Iyer did showcase a good mix of above-the-line and below-the-line activities.
Fort Zameen… the channel has indulged in the usual promotional activities. It is utilising newspaper advertising and reminder mediums backed with TVCs on the channel. Explains, Satish Menon, President, marketing and sales, Sahara India, “The show will also ride heavily on Malini Iyer. We think that Malini Iyer will deliver and we plan to utilise that.”
The weekly is a family drama with the backdrop of an earthquake. Given that the channel is banking on an emotional saga of relations, the programme does seem to have the basic components that attract Indian viewers. But the channel has also added a bold aspect to the programme by bringing in a character that plays the role of a dancing bar girl. The channel aims to offer an interesting programming mix. Will the audience accept it?