SaharaOne Media & Entertainment today christened its new Hindi entertainment channel as ‘Firangi’, and has appointed Rajeev Chakrabarti as its Business Head.
Firangi has proposed to break a new ground with the creation of the ‘world television category’. The channel would source the wide spectrum of entertainment programming from across the globe to target predominantly adult viewers. In a departure from the conventional Hindi entertainment programming, ‘Firangi’ will introduce its viewers to the world’s most-watched novellas, sitcoms, short series, adventure series and world cinema.
Seemanto Roy, Head, Sahara One Entertainment Business, said, “Firangi will set the pace for expansion of our bouquet of channels. It will allow Indian audiences to experience shows that have redefined entertainment across the world, and under the leadership of Rajeev Chakrabarti, the channel will soon become a favourite among our viewers.”
“Chakrabarti is currently head of marketing of SaharaOne. In his 12 years of varied experience, he has gathered a wealth of experience in the television industry, which has equipped him to take on his new responsibility as Business Head of ‘Firangi’. Chakrabarti will continue to look after his earlier portfolio till a suitable replacement is found,” added Roy.
Speaking on his appointment, Chakrabarti said, “It is my privilege to head this exciting new channel that brings in a completely new genre of entertainment to our viewers. The channel’s pioneering effort will address the need of this genre of entertainment programming among discerning adult viewers in India.”